Deidre Popovich, Ph.D.
Assistant Professor - Marketing
Education: Ph.D., Emory University (2015)
Area of Expertise: Consumer Behavior, Decision-Making, Uncertainty
Office Hours: by Appointment
Room Number: W348
About DeidreDeidre Popovich is an Assistant Professor in the Rawls College of Business at Texas Tech University. She joined the marketing faculty in the Summer of 2015 after earning a Ph.D. in Business from Emory University in Atlanta, Georgia. Dr. Popovich also earned an MBA from Vanderbilt University, an MA in Organizational Communication from Michigan State University (Go Spartans!), and a BA in Public Relations from Western Michigan University.
Dr. Popovich studies consumer psychology. Her research focuses on consumer uncertainty, multi-stage decision making, and how the decision environment or context can influence self-control.
Dr. Popovich's previous industry experience includes working as a marketing research manager for a national nonprofit organization and as a strategy consultant for a top-ten healthcare consulting firm. Outside of work she enjoys playing tennis, exercising, and traveling.
- Popovich, Deidre (2017), "Behavioral and Lifestyle Influences on Reported Calorie Intake: A Latent Class Model," forthcoming at Journal of Consumer Marketing.
- Iacobucci, Dawn, Matthew Schneider, Deidre Popovich, and Georgios Bakamitsos (2017), "Mean Centering, Multicollinearity, and Moderators in Multiple Regression: The Reconciliation Redux," Behavior Research Methods, 49 (1), 403-404. doi:10.3758/s13428-016-0827-9
- Iacobucci, Dawn, Matthew Schneider, Deidre Popovich, and Georgios Bakamitsos (2016), "Mean-Centering Helps Alleviate Micro but not Macro Multicollinearity," Behavior Research Methods, 48 (4), 1308-1317. Featured in the Atlas of Science. doi:10.3758/s13428-015-0624-x
- Iacobucci, Dawn, Deidre Popovich, Georgios Bakamitsos, Steven Posavac, and Frank Kardes (2015), "Three Essential Analytical Techniques for the Behavioral Marketing Researcher: Median Splits, Mean-Centering, and Mediation Analysis," Foundations and Trends in Marketing, 9 (2), 83-174. doi:10.1561/1700000038
- Iacobucci, Dawn, Steven Posavac, Frank Kardes, Matthew Schneider, and Deidre Popovich (2015), "The Median Split: Robust, Refined, and Revived," Journal of Consumer Psychology, 25 (4), 690-704. doi:10.1016/j.jcps.2015.06.014
- Iacobucci, Dawn, Steven Posavac, Frank Kardes, Matthew Schneider, and Deidre Popovich (2015), "Toward a More Nuanced Understanding of the Statistical Properties of a Median Split," Journal of Consumer Psychology, 25 (4), 652-65. doi:10.1016/j.jcps.2014.12.002
- Popovich, Deidre and Ryan Hamilton (2014), "The Desire to Acquire Wish List Items: The Ironic Effect of Choosing to Delay Aspirational Purchases," Advances in Consumer Research, 42, 76-80.
- Popovich, Deidre and Ryan Hamilton, "The Effect of Reevaluation on Choice"
- Popovich, Deidre and Ryan Hamilton, "The Attribute Uncertainty Effect"
- Popovich, Deidre and Zoey Chen, "How Social Influence Can Hinder Goal Pursuit"
- Popovich, Deidre, Uma Karmarkar, and Ryan Hamilton, "The Effect of Price Image and Price Primacy on Product Evaluations"
Awards and Honors
- Rawls College of Business Competitive Summer Research Grant, 2017
- Texas Tech Service-Learning Faculty Fellow, 2016-2017
- Texas Tech Women Faculty Writing Program Inaugural Fellow, 2015
- Goizueta Fellow, 2015
- SMA Doctoral Dissertation Proposal Competition Runner-Up Award, 2014
- Sheth Fellowship, 2012
- Goizueta Business School Doctoral Fellowship, 2010-2015
- Beta Gamma Sigma Business Honor Society, 2008