Texas Tech University

Deidre Popovich

Deidre Popovich

Associate Professor

Marketing and Supply Chain Management

Room Number: W348


Research Expertise

  • Consumer Behavior
  • Decision-Making
  • Healthcare


  • PhD, Marketing, Emory University
  • MBA, Vanderbilt University
  • MA, Organizational Communication, Michigan State University
  • BA, Public Relations, Western Michigan University


Deidre Popovich is an associate professor of marketing in the Rawls College of Business at Texas Tech University. She earned a PhD in marketing from Emory University and an MBA from Vanderbilt University.

Her research focuses on consumer psychology, including how decision contexts and information cues can influence consumer decision-making and self-control. Her research has appeared in journals such as the Journal of Consumer Psychology, Journal of Retailing, Journal of Public Policy & Marketing and Behavior Research Methods, among others.

Her 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.