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DEIDRE POPOVICH
Goizueta Business School
615.207.5554
Emory University
deidre.popovich@emory.edu
1300 Clifton Road NE
deidrepopovich.com
Atlanta, GA 30322
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EDUCATION
Ph.D. in Business, Marketing concentration
Emory University, Goizueta Business School
expected May 2015
Master of Business Administration
Vanderbilt University, Owen Graduate School of Management
2008
Master of Arts in Organizational Communication
Michigan State University
Master’s Thesis: Role Conflict Coping Strategies
2000
Bachelor of Arts, cum laude
Western Michigan University
Major: Public Relations, Minor: Management
1997
RESEARCH INTERESTS
Consumer Behavior, Self-Control, Judgment and Decision Making
PUBLICATIONS AND MANUSCRIPTS IN THE REVIEW PROCESS
Popovich, Deidre and Ryan Hamilton, “The Desire to Acquire Wish List Items,” invited for
2nd round revision at the Journal of Marketing Research
Popovich, Deidre, “The Uncertainty Effect of Calories: How Calorie Evaluation Can
Ironically Make Unhealthy Foods Seem Healthier,” under review
Popovich, Deidre, “Behavioral and Lifestyle Influences on Calorie Intake,” under review
Iacobucci, Dawn, Matthew Schneider, Deidre Popovich, Steven Posavac, and Frank Kardes,
“When Is It Acceptable to Conduct a Median Split?” under review
Iacobucci, Dawn, Matthew Schneider, Deidre Popovich, and Georgios Bakamitsos, “MeanCentering Helps Alleviate Micro but not Macro Multicollinearity,” under review
Deidre Popovich
November 2014
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Iacobucci, Dawn, Matthew Schneider, Deidre Popovich, Georgios Bakamitsos, Steven
Posavac, and Frank Kardes, “Three Essential Analytical Techniques for the Behavioral
Marketing Researcher,” forthcoming at Foundations & Trends in Marketing
WORKING PAPERS
Popovich, Deidre, “How Social Influence Can Hinder Goal Pursuit” essay 3 of dissertation,
data collection in progress
Popovich, Deidre and Ryan Hamilton, “Consumer Uncertainty of Articulated and Internal
Pricing” data collection in progress
REFEREED CONFERENCE PRESENTATIONS
“The Desire to Acquire Wish List Items,” (2014), Paper presented at the Association for
Consumer Research Conference, Baltimore, MD (October).
“The Uncertainty Effect of Calories: How Calorie Estimation Can Ironically Make
Unhealthy Foods Seem Healthier,” (2014), Competitive Paper presented at the Marketing
and Public Policy Conference, Boston, MA (June).
“The Focusing Illusion of Calories: How Calorie Information Ironically Influences Food
Perceptions,” (2014), Competitive Paper presented at the Society for Consumer Psychology
Conference, Miami, FL (March).
“The Desire to Acquire Wish List Items,” (2013), Competitive Paper presented at the
Annual Meeting of the Society for Judgment and Decision Making, Toronto, ON
(November).
“The Polarizing Effect of Calories: How Calorie Estimation Influences Food Perceptions,”
(2013), Poster presented at the Annual Meeting of the Society for Judgment and Decision
Making, Toronto, ON (November).
“The Desire to Acquire Wish List Items,” (2013), Competitive Paper presented at the
Direct/Interactive Marketing Research Summit, Chicago, IL (October).
“A Behavioral and Lifestyle Model for Describing Calorie Intake,” (2013), Competitive
Paper presented at the American Marketing Association Summer Marketing Educators’
Conference, Boston, MA (August).
“The Polarizing Effect of Calories: How Calorie Estimation Influences Food Perceptions,”
(2013), Poster presented at the Association for Psychological Science Conference,
Washington, DC (May). Special session on Regulating the World, Regulating the Mind.
Deidre Popovich
November 2014
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TEACHING INTERESTS
Marketing Management
Marketing Research
Consumer Behavior
Marketing Strategy
TEACHING EXPERIENCE
Teaching Associate
Emory University, Goizueta Business School, Marketing Department
Consumer Behavior (MBA and BBA)
Instructor Ratings: 4.5/5.0 (MBA) and 4.6/5.0 (BBA)
Teaching Assistant
Emory University, Goizueta Business School, Marketing Department
Marketing Intelligence and Customer Insights (MBA and BBA)
Marketing Channel Strategy (MBA, Evening MBA, and BBA)
Instructor
Nashville State, Kalamazoo Valley, and Grand Rapids Community Colleges
Interpersonal Communication
Public Speaking
Overall Instructor Rating: 4.3/5.0
PROFESSIONAL EXPERIENCE
Associate Strategy Consultant, Quorum Health Resources, 2009-2010
Marketing Research Manager, National Federation of Independent Business, 2005-2009
Statistical Analyst, State of Tennessee Department of Health, 2004-2005
Associate Investigator, Tennessee State University, Center of Excellence for Research and
Policy, 2002-2004
SERVICE
Journal of Consumer Research Trainee Reviewer
Conference Reviewer: American Marketing Association, Association for Consumer
Research, Direct/Interactive Marketing Research Summit, Society for Consumer Psychology
Goizueta Statistics Primer Instructor (for first-year Business PhD Students)
Goizueta Social Chairperson (Business PhD Students)
Deidre Popovich
November 2014
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HONORS AND AWARDS
SMA Doctoral Dissertation Proposal Competition Runner-Up Award
Sheth Fellowship
Goizueta Business School Doctoral Fellowship
Beta Gamma Sigma Business Honor Society
National Science Foundation Scholarship
Excellence Scholarship
Dean’s List
Student-Athlete Award
Graduate of the Lee Honors College
Golden Key National Honor Society
PROFESSIONAL AFFILIATIONS
American Marketing Association
Association for Consumer Research
Marketing Research Association
Society for Consumer Psychology
Society for Judgment and Decision Making
DOCTORAL COURSEWORK
Marketing
Consumer Behavior (Ryan Hamilton)
Marketing Models (Doug Bowman)
Marketing Strategy (Sandy Jap)
Marketing Topics
(Barsalou, Lewis, Sood, Tripathi)
Theory Construction (Ajay Kohli)
Methods
Applied Linear Models/ANOVA
Business Research Methods
Categorical Data Analysis
Advanced Categorical Data Analysis
Multivariate Statistics
Deidre Popovich
Psychology
Cognition of Stress (Larry Barsalou)
Cognitive Psychology
Social Psychology
Judgment and Decision Making
Research Design
Economics
Econometric Methods
Microeconomics
Probability & Statistics
Quantitative Methods
Organizational Behavior
Organization Theory Seminar
November 2014
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DISSERTATION
(Proposal Defended on May 22, 2014)
“The Influence of Contextual Decision-Making on Consumer Self-Control”
Chair: Ryan Hamilton
Committee: Dawn Iacobucci (Vanderbilt), Lawrence Barsalou, and Melissa Williams
Self-control has been widely studied as an important mechanism for achieving goals and
avoiding regret. To date, it has primarily been examined as a personality trait or as a resource
that impacts all decisions relatively equally. Common life events suggest that the context of
consumer decision making can play a large role in how and when self-control can be
exercised more or less effectively. This dissertation examines three distinct contexts that
involve consumers using wish lists when shopping, evaluating calorie information when
dining out, and pursuing goals in a social context. Each of these studies demonstrates certain
situational factors surrounding the decision that can have an ironic effect on judgments with
important implications for self-control.
Essay 1: The Desire to Acquire Wish List Items
(invited for 2nd round revision at the Journal of Marketing Research)
Many online retailers enable consumers to postpone a purchase by placing a desired item
onto a wish list. Goal-directed choice theory predicts that deferring a purchase in such a
manner should increase the desire to acquire the item. In contrast, this research
demonstrates that using a wish list can lead to decreased purchase intent for the wish-listed
products. We account for these findings by proposing that the use of a wish list effectively
partitions a unitary purchase decision into a two-stage choice, in which consumers give
differential weighting to desirability and feasibility attributes at each stage. Data obtained
from five experiments lend support for the theory and empirical predictions advanced in this
paper.
Essay 2: The Uncertainty Effect of Calories
(under review)
This research demonstrates that evaluating calories can lead to more moderate judgments of
the healthiness of food items. The author proposes that the ubiquity of calorie information
can lead consumers to feel overly confident in using this information, creating an illusion of
understanding calories as they pertain to food healthiness. It is proposed that consumers
remain confident in this understanding only until they are prompted to reexamine their
knowledge. Reassessing their facility with calories by estimating calories or using calorie
counts in an evaluation can create an uncertainty effect which leads to more moderate
judgments of food healthiness. The findings contrast with conventional wisdom which
suggests that as people are exposed to more calorie information, they will be better able to
judge the healthiness of food items. Data obtained from six experiments support the
theoretical development and empirical predictions advanced in this paper.
Deidre Popovich
November 2014
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Essay 3: How Social Influence Can Hinder Self-Control
(2 studies complete; planning additional studies)
Society is filled with examples of the purported benefits of pursuing goals in a group setting.
Contrary to the conventional wisdom, this research examines the effect of social influence
on goal progress and proposes that there are situations when pursuing goals in a group
situation may be less effective than pursuing those same goals alone. The findings
complement prior research demonstrating how social goal pursuit can be beneficial for
initiating goal pursuit. In particular, when individuals become more focused on the social
aspects of their goals, this can take focus away from their own individual motivation and
progress. Individuals can be more likely to focus on others’ progress in a social goal context,
which can eventually lessen motivation to sustain one’s own goal progress.
REFERENCES
Ryan Hamilton
Associate Professor of Marketing
Goizueta Business School
Emory University
1300 Clifton Road NE
Atlanta, GA 30322
Phone: 404-727-9892
Email: rphamil@emory.edu
Dawn Iacobucci
E. Bronson Ingram Professor
of Management in Marketing
Owen Graduate School of Management
Vanderbilt University
401 21st Avenue South
Nashville, TN 37203
Phone: 615-739-2323
Email: dawn.iacobucci@owen.vanderbilt.edu
Sandy Jap
Professor of Marketing
Goizueta Term Chair
Goizueta Business School
Emory University
1300 Clifton Road NE
Atlanta, GA 30322
Phone: 404-727-6386
Email: sjap@emory.edu
Lawrence Barsalou
Samuel Candler Dobbs Professor
of Psychology
483 Psychology and Interdisciplinary
Sciences Building
36 Eagle Row
Emory University
Atlanta, GA 30322
Phone: 404-727-4338
Email: barsalou@emory.edu
Melissa Williams
Assistant Professor
Organization & Management
Goizueta Business School
Emory University
1300 Clifton Road NE
Atlanta, GA 30322
Phone: 404-727-6693
Email: mjwilliams@emory.edu
Deidre Popovich
November 2014
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