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
26
Scopus Publications
2494
Scholar Citations
13
Scholar h-index
17
Scholar i10-index
Scopus Publications
Systemic displaced aggression: a conceptual framework for understanding intra-gender conflict in academia Deidre Popovich Equality Diversity and Inclusion, 2026 Purpose This paper develops the concept of systemic displaced aggression to explain why women in academia may undermine one another in ways that reflect institutional design rather than personal pathology. While existing frameworks such as Queen Bee Syndrome and scarcity mindset identify important dynamics, they often fail to capture how institutional structures redirect women's professional frustrations away from patriarchal systems and toward more proximate, interpersonal targets – often other women. This redirection contributes to intra-gender conflict that reinforces gender inequality within academic settings. Design/methodology/approach The paper offers a conceptual framework that extends the psychological notion of displaced aggression into organizational and feminist contexts. This theory-building is informed by the author's lived experience in a US business school and supported by illustrative reflections that shed light on how systemic conditions shape women's exclusionary behaviors toward one another. Findings Systemic displaced aggression occurs when institutionalized masculinities, tenure-based scarcity and internalized expectations of competition produce structural frustration that is redirected toward other women. These dynamics often obscure the role of institutions in perpetuating inequality by framing conflict as individual or relational rather than systemic. Originality/value By theorizing systemic displaced aggression, this paper contributes a novel lens to feminist organization studies and higher education research. It offers implications for institutional change, mentorship and the cultivation of feminist solidarities, particularly by addressing structural scarcity and challenging masculinist definitions of academic success.
Subordinated service environments: how branding can create unintentional service exclusion Kelley Cours Anderson, Deidre Popovich, Kellilynn M. Frias, Mikaela Trussell Journal of Services Marketing, 2024 Purpose This study aims to explore unintended effects of branding in a healthcare environment. Children’s hospitals often treat both women and children. The current research examines the implications of sub-branding women’s services and its potential impact on how patients and providers perceive these services. Design/methodology/approach A multi-actor qualitative method is used, incorporating in-depth interviews, focus groups and observations. This approach allowed for a comprehensive understanding of how hospital administrators, physicians, staff and patients perceive service exclusion when women’s services are located within a children’s hospital. Findings The findings suggest that sub-branding can have negative effects on both patients and providers. The data show that this can lead to service exclusion due to perceptions of confusion and a lack of belonging. As a result, sub-branding women’s services in a children’s hospital may unintentionally create a subordinated service environment for adult patients and their providers, which has important implications for policy and other service settings. Originality/value The authors introduce the concept of a subordinated service environment and explore how patients and providers perceive sub-branded women’s services in children’s hospitals. The study contributes to service theory by showing how and why branding efforts can unintentionally lead to service exclusion.
How Much Information Is Too Much? An Experimental Examination of How Information Disclosures May Unintentionally Encourage the Withholding of Health Information Helen Colby, Deidre Popovich, Tony Stovall Medical Decision Making, 2024 Introduction Information disclosures are used in medicine to provide patients with relevant information. This research examines whether patients are less likely to discuss medical conditions with their physicians after seeing an insurance information disclosure. Methods Three experimental studies with nonprobability online samples (ntotal = 875 US adult participants) examined the impact of information disclosures on patients’ likelihood of disclosing symptoms to providers, using new symptoms and preexisting chronic conditions. The effects of insurance disclosures were also compared to those of pharmaceutical discount disclosures. Results These studies demonstrate that information disclosures can result in unintended consequences for patients and providers. Results showed that information disclosures about insurance claims significantly negatively affected willingness to discuss health information with providers. This effect was consistent for both new health concerns, b = −0.661, P < 0.001 (study 1, n = 250) and b = −0.893, P < 0.001 (study 3, n = 375), as well as chronic conditions, b = −1.175, P < .001 (study 2, n = 250); all studies were conducted in January 2023. Information provided to patients about pharmaceutical savings did not similarly affect willingness to discuss symptoms with providers. Limitations These were experimental studies with hypothetical scenarios. Future research is needed to understand how patients react to information disclosures in a physician’s office. Future research is also needed to examine the role of specific wording and tone used in information disclosures. Conclusions Prior research has shown that patients prefer more information and to be involved in their medical decisions; however, these studies demonstrate that some information disclosures can discourage full communication between patients and physicians. Implications This research has important implications for the potential consequences of information disclosures in health care settings. Information disclosures should be presented in a way that will not discourage candid discussions of patient symptoms. Highlights This research found that information disclosures about insurance claims can negatively affect patient willingness to discuss health information with providers. Information disclosures may sometimes fall short of their intended purpose of aiding patient decisions with the goal of improved well-being. When information disclosures are focused on warning about potential new costs, patients may feel uncomfortable discussing new symptoms with their providers. Findings suggest patients may often be more concerned with costs than with addressing their ongoing health problems.
The impact of nutrition labeling on consumer perceptions of wine Deidre Popovich, Natalia Velikova Journal of Consumer Marketing, 2023 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.
Examining legislation and trends in healthcare pricing: A research agenda for consumer well-being Deidre Popovich, Kellilynn M. Frias Journal of Consumer Affairs, 2023 Healthcare 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.
Cause Beneficial or Cause Exploitative? Using Joint Motives to Increase Credibility of Sustainability Efforts Karen Anne Wallach, Deidre Popovich Journal of Public Policy and Marketing, 2023 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.
Systemic displaced aggression: a conceptual framework for understanding intra-gender conflict in academia D Popovich Equality, Diversity and Inclusion: An International Journal 45 (9), 198-213 , 2026 2026
EXPRESS: Dual Market Navigation KM Frias, D Popovich, RP Hill Journal of Marketing, 00222429261435609 , 2026 2026 Citations: 2
Pain exchange consumption: An exploration of taking risks to avoid the pain of paying D Popovich, M Trussell, KM Frias Journal of Business Research 197, 115460 , 2025 2025 Citations: 2
The illusion of calorie fluency: How metacognitive uncertainty leads to less extreme healthiness perceptions of foods D Popovich, R Hamilton Journal of Retailing , 2025 2025 Citations: 2
How to treat missing data in survey research D Popovich Journal of Marketing Theory and Practice 33 (1), 43-59 , 2025 2025 Citations: 22
Subordinated service environments: how branding can create unintentional service exclusion KC Anderson, D Popovich, KM Frias, M Trussell Journal of Services Marketing 38 (8), 1074-1088 , 2024 2024 Citations: 1
How Much Information Is Too Much? When Information Disclosures Unintentionally Encourage the Withholding of Health Information H Colby, D Popovich, T Stovall Medical Decision Making 44 (8), 10.1177 , 2024 2024
How Much Information Is Too Much? An Experimental Examination of How Information Disclosures May Unintentionally Encourage the Withholding of Health Information H Colby, D Popovich, T Stovall Medical Decision Making , 2024 2024
The impact of cultural health capital on market choice along the Texas-Mexico border E Amaro, J Rodriguez, D Jackson, D Popovich, KM Frias, E Castañeda Journal of Racial and Ethnic Health Disparities 11 (2), 1139-1151 , 2024 2024 Citations: 6
The impact of nutrition labeling on consumer perceptions of wine D Popovich, N Velikova Journal of Consumer Marketing 40 (6), 748-757 , 2023 2023 Citations: 7
Examining legislation and trends in healthcare pricing: A research agenda for consumer well‐being D Popovich, KM Frias Journal of Consumer Affairs 57 (3), 1453-1481 , 2023 2023 Citations: 4
Cause beneficial or cause exploitative? Using joint motives to increase credibility of sustainability efforts KA Wallach, D Popovich Journal of Public Policy & Marketing 42 (2), 187-202 , 2023 2023 Citations: 15
When big is less than small: Why dominant brands lack authenticity in their sustainability initiatives KA Wallach, D Popovich Journal of Business Research 158, 113694 , 2023 2023 Citations: 57
How to calculate, use, and report variance explained effect size indices and not die trying D Iacobucci, DL Popovich, S Moon, S Román Journal of Consumer Psychology 33 (1), 45-61 , 2023 2023 Citations: 95
Studying healthcare from a marketing perspective D Iacobucci, D Popovich Foundations and trends® in marketing 15 (2), 86-152 , 2022 2022 Citations: 10
Intermediate choice lists: how product attributes influence purchase likelihood in a self-imposed delay D Popovich, R Hamilton Journal of Retailing 97 (2), 251-266 , 2021 2021 Citations: 18
Do Wish Lists Work? D Popovich, R Hamilton Rutgers Business Review 6 (1), 51-56 , 2021 2021
Perceived market risk in new ventures: A study of early-phase business angel investment screening KM Frias, DL Popovich, DF Duhan, RF Lusch Journal of Macromarketing 40 (3), 339-354 , 2020 2020 Citations: 19
An experiential approach to teaching mixed methods research KM Frias, D Popovich Journal of Education for Business 95 (3), 193-205 , 2020 2020 Citations: 45
Are hospital ratings systems transparent? An examination of Consumer Reports and the Leapfrog Hospital Safety Grade DL Popovich, TJ Vogus, D Iacobucci, JM Austin Health Marketing Quarterly 37 (1), 41-57 , 2020 2020 Citations: 10
MOST CITED SCHOLAR PUBLICATIONS
Toward a more nuanced understanding of the statistical properties of a median split D Iacobucci, SS Posavac, FR Kardes, MJ Schneider, DL Popovich Journal of Consumer Psychology 25 (4), 652-665 , 2015 2015 Citations: 658
The median split: Robust, refined, and revived D Iacobucci, SS Posavac, FR Kardes, MJ Schneider, DL Popovich Journal of Consumer Psychology 25 (4), 690-704 , 2015 2015 Citations: 613
Mean centering helps alleviate “micro” but not “macro” multicollinearity D Iacobucci, MJ Schneider, DL Popovich, GA Bakamitsos Behavior research methods 48 (4), 1308-1317 , 2016 2016 Citations: 568
Mean centering, multicollinearity, and moderators in multiple regression: The reconciliation redux D Iacobucci, MJ Schneider, DL Popovich, GA Bakamitsos Behavior research methods 49 (1), 403-404 , 2017 2017 Citations: 205
How to calculate, use, and report variance explained effect size indices and not die trying D Iacobucci, DL Popovich, S Moon, S Román Journal of Consumer Psychology 33 (1), 45-61 , 2023 2023 Citations: 95
In social network analysis, which centrality index should I use? Theoretical differences and empirical similarities among top centralities D Iacobucci, R McBride, D Popovich, M Rouziou Journal of Methods and Measurement in the Social Sciences 8 (2), 72-99 , 2017 2017 Citations: 69
When big is less than small: Why dominant brands lack authenticity in their sustainability initiatives KA Wallach, D Popovich Journal of Business Research 158, 113694 , 2023 2023 Citations: 57
An experiential approach to teaching mixed methods research KM Frias, D Popovich Journal of Education for Business 95 (3), 193-205 , 2020 2020 Citations: 45
Eigenvector centrality: Illustrations supporting the utility of extracting more than one eigenvector to obtain additional insights into networks and interdependent structures D Iacobucci, R McBride, D Popovich Journal of Social Structure 18 (2), 1-22 , 2017 2017 Citations: 25
How to treat missing data in survey research D Popovich Journal of Marketing Theory and Practice 33 (1), 43-59 , 2025 2025 Citations: 22
Perceived market risk in new ventures: A study of early-phase business angel investment screening KM Frias, DL Popovich, DF Duhan, RF Lusch Journal of Macromarketing 40 (3), 339-354 , 2020 2020 Citations: 19
Intermediate choice lists: how product attributes influence purchase likelihood in a self-imposed delay D Popovich, R Hamilton Journal of Retailing 97 (2), 251-266 , 2021 2021 Citations: 18
Cause beneficial or cause exploitative? Using joint motives to increase credibility of sustainability efforts KA Wallach, D Popovich Journal of Public Policy & Marketing 42 (2), 187-202 , 2023 2023 Citations: 15
Assessing the perceived effectiveness of a marketing research service learning project: The MR-SL scale D Popovich, E Brooks-Hurst Marketing Education Review 29 (3), 164-181 , 2019 2019 Citations: 13
Three essential analytical techniques for the behavioral marketing researcher: median splits, mean-centering, and mediation analysis D Iacobucci, DL Popovich, GA Bakamitsos, SS Posavac, FR Kardes Foundations and Trends® in Marketing 9 (2), 83-174 , 2015 2015 Citations: 12
Studying healthcare from a marketing perspective D Iacobucci, D Popovich Foundations and trends® in marketing 15 (2), 86-152 , 2022 2022 Citations: 10
Are hospital ratings systems transparent? An examination of Consumer Reports and the Leapfrog Hospital Safety Grade DL Popovich, TJ Vogus, D Iacobucci, JM Austin Health Marketing Quarterly 37 (1), 41-57 , 2020 2020 Citations: 10
The impact of nutrition labeling on consumer perceptions of wine D Popovich, N Velikova Journal of Consumer Marketing 40 (6), 748-757 , 2023 2023 Citations: 7
The impact of cultural health capital on market choice along the Texas-Mexico border E Amaro, J Rodriguez, D Jackson, D Popovich, KM Frias, E Castañeda Journal of Racial and Ethnic Health Disparities 11 (2), 1139-1151 , 2024 2024 Citations: 6
Confidence Intervals for Assessing Sizes of Social Network Centralities D Iacobucci, R McBride, DL Popovich, M Rouziou Social Networking 7 (4), 220-242 , 2018 2018 Citations: 6
