2017 Jeff Galak 2016 Cassie Mogilner Holmes 2015 Vladas Griskevicius and Juliano Laran 2014 Nidhi Agrawal (University of Washington) 2013 Kelly Hawsand Cait Lamberton 2012 Jonah Berger 2011 Eduardo Andrade 2010 Jennifer Argo and Kristin Diehl