Nudge4 brings together faculty, staff, and students across the University of Virginia to design and rigorously evaluate behaviorally-informed solutions.


Ben Castleman

Founder and Director, Nudge4

Ben is the founder and director of Nudge4, an Assistant Professor of Education and Public Policy at UVA, and a senior advisor to First Lady Michelle Obama’s Reach Higher initiative.

Kelli Bird

Research Director

Kelli is the Research Director of Nudge4 and Research Assistant Faculty at UVA. Her research focuses on the economics of higher education and the impact of financial aid and nudge strategies on college access and completion.

Danielle Peacock

Managing Director

Danielle is the Managing Director of Nudge4. She is a certified project manager and holds a Master of Public Administration from the University of North Carolina.


Zachary Sullivan

PhD Candidate (Economics)

Zach received a B.S in Economics from Michigan State University in 2012 and a M.A. in Economics from the University of Virginia in 2014. Zach's research focuses on the economics of higher education.

Katharine Meyer

PhD Candidate

Katharine Meyer is an IES pre-doctoral fellow in Education Policy at the Curry School of Education. She studies strategies to support low-income students’ transition from high school to postsecondary education.

Brian Kim

PhD Student

Brian received a B.A. in English and Economics from Bowdoin College in 2013, where he also completed his teaching certification. As a current doctoral student in Education Policy at UVA, he is interested in ethical applications of machine learning to education research, as well as effective teacher retention strategies.


Nudge4 also works closely with researchers, designers, and practitioners at other universities and organizations on a range of projects.

Jennifer Doleac

Assistant Professor of Public Policy and Economics

Jennifer is an applied microeconomist with particular interests in the economics of crime and discrimination.

Ethan Fletcher

Managing Director

Ethan is a Managing Director at ideas42 where he specializes in using behavioral design to improve student outcomes at the postsecondary level.

Alissa Fishbane

Managing Director

Alissa is a Managing Director at ideas42. She has extensive experience converting innovative, evidence-based ideas into practice.

Cait Lamberton

Associate Professor of Marketing

Cait is the Fryrear Chair in Marketing at the Katz Graduate School of Business at the University of Pittsburgh. Her research focuses on consumer behavior, both from an individual and social perspective.


Nudge4 benefits from active collaboration with our partners.