Deidre Popovich
@ttu.edu
Associate Professor of Marketing
Texas Tech University
Deidre Popovich is an Associate Professor of Marketing in the Rawls College of Business at Texas Tech University. She earned a Ph.D. 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.
EDUCATION
PhD, Emory University
RESEARCH, TEACHING, or OTHER INTERESTS
Marketing, Applied Psychology
Scopus Publications
Scholar Citations
Scholar h-index
Scholar i10-index
Scopus Publications
Deidre Popovich and Natalia Velikova
Emerald
Purpose The purpose of this study is to examine how consumers perceive nutrition labeling on wine and how this information impacts healthiness perceptions of wine. Design/methodology/approach A series of four experiments focused on healthiness perceptions and purchase likelihood. Findings Consumers who read wine labels rate wine as significantly less healthy. Sugar content affects healthiness perceptions of wine more than calories. Changing the serving size on the label moderates these effects. Consumers high in dietary restraint process this nutrition information differently. Research limitations/implications Future research could examine actual purchase behavior using retail data. Practical implications This study has implications for consumers, manufacturers and public policy. While currently most consumers are not motivated to read a nutrition label on wine, specific nutrition information can impact consumer perceptions of wine. Consumer education is recommended. Originality/value Research on nutrition labeling of alcohol specifically has been very limited.
Karen Anne Wallach and Deidre Popovich
SAGE Publications
Consumer perceptions of brand motives related to corporate environmental responsibility affect the decisions of both corporations and consumers. Yet prior literature has typically viewed these firm motives as dichotomous, either solely intrinsic or solely extrinsic. The authors argue for a novel approach to positioning sustainability motives, where the brand communicates both intrinsic and extrinsic benefits together, as a joint motive. With a joint motive, a brand can highlight how an effort can benefit both planet and business with a “doing well by doing good” approach. Across five experiments, including a field study on Facebook, this research investigates the positive impact of the joint motive and its ability to enhance the credibility of sustainable initiatives via heightened perceptions of trustworthiness and expertise. Results provide converging evidence for the benefits of presenting a joint motive for sustainability efforts with implications for policy and practice.
Karen Anne Wallach and Deidre Popovich
Elsevier BV
Deidre Popovich and Kellilynn M. Frias
Wiley
AbstractHealthcare costs continue to rise considerably in the United States; one proposed solution is to give consumers more choices regarding their healthcare decisions. Recent legislation has the aim of making healthcare pricing more transparent and providing consumers with an increased understanding of costs. This article offers a research agenda for studying healthcare price transparency and provides an overview of several potential implications for consumers. The authors review the recent legislation and its intended impact on consumer shopping in the healthcare market. Research propositions are focused on healthcare as a unique decision context, the power and peril of price information, the emerging healthcare information market, and individual differences in consumers. The authors also illustrate some of these issues with a price transparency dataset. Opportunities for future research and implications for marketing, healthcare providers, and policymakers are offered.
Emilia Amaro, Jordan Rodriguez, Deziree Jackson, Deidre Popovich, Kellilynn M. Frias, and Ernesto Castañeda
Springer Science and Business Media LLC
Dawn Iacobucci, Deidre L. Popovich, Sangkil Moon, and Sergio Román
Wiley
Dawn Iacobucci and Deidre Popovich
Now Publishers
Deidre Popovich and Ryan Hamilton
Elsevier BV
Kellilynn M. Frias, Deidre L. Popovich, Dale F. Duhan, and Robert F. Lusch
SAGE Publications
Business angels are vital sources of funding for new ventures. Yet, acquiring business angel support is difficult. Typically organized in professional networks, business angels collectively evaluate and deliberate about new ventures to determine their worthiness of support. One factor deemed to be critical during this evaluation is market risk. Yet, limited research in Macromarketing examines market risk. To our knowledge, no previous study examines market risk in capital markets, nor do they study angel financing. Neglecting to study angel financing is particularly problematic for macromarketing because this type of finance is much more prominent than venture capital in supporting new ventures. To fill this gap, we begin by exploring the literature by Lusch (and coauthors) linking marketing and capital markets as well as studies of market risk. We then craft fictitious angel investment proposals to measure market risk assessments by business angels and entrepreneurs. We ask which factors impact market risk during the early-phases of the investment screening process (when market risk is weighted more heavily) and identify whether these factors are evaluated differently by entrepreneurs versus business angels. Our findings reveal that commercialization capability, technological compatibility, and intellectual property rights enforceability influence perceived market risk and that entrepreneurs and business angels view these factors significantly differently. We then offer directions for further research related to this study and other work of Lusch. Finally, we suggest practical implications for use by business angels and entrepreneurs.
Kellilynn M. Frias and Deidre Popovich
Informa UK Limited
Abstract The ability to use multimethod data is an increasingly desirable skill set for business practitioners. Projects that allow business students to practice mixed methods research create a valuable opportunity to improve work-readiness skills. This research tests the benefits of a mixed methods, client-based project, which was a collaborative effort between a marketing research class and a marketing strategy class. The authors applied the experiential learning model in creating and assessing this project. Results demonstrate that students reported gaining several professional development benefits as a result of participating in this project, including enhanced communication and teamwork, and data analysis and triangulation skills.
Deidre L. Popovich, Timothy J. Vogus, Dawn Iacobucci, and J. Matthew Austin
Informa UK Limited
Abstract The health care industry is complex, dynamic, and large. In such uncertain environments where a great deal of revenue is at stake, competition and comparative claims flourish. One such manifestation is hospital ratings systems. This research examines two influential hospital ratings to explore whether the hospital ratings of each system was straightforward and reproducible. Regressions and structural equations models were fit to examine the relationships among the hospital ratings constructs. Both hospital ratings systems were excellent in their transparency and reproducibility. The Consumer Reports and Leapfrog ratings systems can confidently tout that their hospital scores reflect what they claim to measure. The unique aspects of each system are also noted.
Deidre Popovich and Erika Brooks-Hurst
Informa UK Limited
Studies of service learning suggest that students and instructors believe it benefits students. Nevertheless, the literature is still lacking in methods for assessing the effectiveness of service learning. This research helps fill this gap by developing, validating, and evaluating a service learning survey for a marketing research course (the MR-SL scale). The survey captures four important dimensions for assessing perceived student learning and satisfaction, and assesses student learning more comprehensively than other service learning scales. The results demonstrate that students describe learning about marketing research, developing critical thinking skills, gaining value in working with others, and contributing to the community.
Dawn Iacobucci, Matthew J. Schneider, Deidre L. Popovich, and Georgios A. Bakamitsos
Springer Science and Business Media LLC
Dawn Iacobucci, Rebecca McBride, and Deidre L. Popovich
Walter de Gruyter GmbH
Abstract Among the many centrality indices used to detect structures of actors’ positions in networks is the use of the first eigenvector of an adjacency matrix that captures the connections among the actors. This research considers the seeming pervasive current practice of using only the first eigenvector. It is shows that, as in other statistical applications of eigenvectors, subsequent vectors can also contain illuminating information. Several small examples, and Freeman’s EIES network, are used to illustrate that while the first eigenvector is certainly informative, the second (and subsequent) eigenvector(s) can also be equally tractable and informative.
Deidre Popovich
Emerald
Purpose The purpose of this paper is to study the behavioral and lifestyle influences on reported calorie intake. Marketing segmentation techniques applied to self-reported food consumption can offer benefits to both health policy and marketing research. Design/methodology/approach The two-stage modeling process in this research determines important behavioral, lifestyle and sociodemographic influences on reported calorie intake. Significant predictors are then included in latent class models, which are used to derive and describe five consumer segments. Findings These segments differ with respect to their food-related activities, such as dieting, grocery shopping and preparing food at home. The segments also differ with respect to lifestyle characteristics, such as household size, employment status and income. Data obtained from a multi-period probability sample help generalize the results to the US population. Originality/value The models developed in this paper can inform health policymakers by explaining reported calorie intake patterns more thoroughly than demographics alone, aiding their ability to create more targeted interventions. This approach also allows food marketers to clarify consumer insights that can be used for targeting particular food shopper segments.
Dawn Iacobucci, Matthew J. Schneider, Deidre L. Popovich, and Georgios A. Bakamitsos
Springer Science and Business Media LLC
Dawn Iacobucci, Steven S. Posavac, Frank R. Kardes, Matthew J. Schneider, and Deidre L. Popovich
Wiley
Dawn Iacobucci, Steven S. Posavac, Frank R. Kardes, Matthew J. Schneider, and Deidre L. Popovich
Wiley
Dawn Iacobucci, Deidre L. Popovich, Georgios A. Bakamitsos, Steven S. Posavac, and Frank R. Kardes
Now Publishers
For the behavioral marketing scholar, experimentation and the analysis of variance are among the most important and frequently relied upon tools of the trade, and many useful texts exist to guide researchers on these topics. This monograph is intended to be a supplemental resource and a helpful guide for conducting three essential analytical techniques that are also frequently useful to the behavioral researcher: (1) we discuss the practice of conducting a median split on a continuous variable to facilitate communication clarity. (2) We demonstrate the practice of centering variables about their means prior to creating product terms to reflect interaction effects in a moderated multiple regression model. (3) We discuss the practice of a mediation analysis to test for the relative impact of direct and indirect effects of predictors on dependent variables.