Texas Tech University

Deidre Popovich, Ph.D.

Assistant Professor
Marketing and Supply Chain Management

Email: deidre.popovich@ttu.edu

Phone: 806.834.2984

Office Hours: by Appointment

Room Number: W348

Education: Ph.D., Emory University (2015)

Area of Expertise:
 Consumer Behavior, Decision-Making, Uncertainty

Website: deidrepopovich.com

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Deidre Popovich

About Deidre

Deidre 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.


  • Iacobucci, Dawn, Rebecca McBride, and Deidre Popovich (2017), "Eigenvector Centrality: Illustrations Supporting the Utility of Extracting More Than One Eigenvector to Obtain Additional Insights into Networks and Interdependent Structures," Journal of Social Structure, 18 (2), 1-21.
  • Popovich, Deidre (2017), "Behavioral and Lifestyle Influences on Reported Calorie Intake: A Latent Class Model," Journal of Consumer Marketing, 34 (3), 214-225. doi:10.1108/JCM-06-2016-1849
  • 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 Sciencedoi: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), 652-665. doi:10.1016/j.jcps.2014.12.002

Working Papers

  • 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

  • Texas Tech Service Learning Scholar, 2017-2018
  • 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