Associate Professor of Marketing

Texas Tech University
Rawls College of Business
Affiliated Faculty, Market Impact Hub
Co-Director, HealthCARE Lab

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Brief Bio

Deidre Popovich, Ph.D. is an Associate Professor of Marketing at Texas Tech University’s Rawls College of Business, specializing in consumer psychology and decision-making. Her research explores how decision contexts and information cues influence consumer well-being, health, and behavior. Her work has been published in leading journals such as the Journal of Consumer Psychology, Journal of Retailing, Journal of Public Policy & Marketing, and Medical Decision Making. She serves on editorial boards for multiple academic journals and has industry experience in marketing research and healthcare consulting.

Academic Background

PhD, Emory University Goizueta Business School
Dissertation: The Influence of Contextual Decision-Making on Consumer Self-Control
MBA, Vanderbilt University Owen Graduate School of Management
MA, Michigan State University, Organizational Communication
Master’s Thesis: Role Conflict Coping Strategies
BA, cum laude, Western Michigan University, Public Relations
Honors Thesis: Communication of Women in Managerial Leadership

Research Interests

Consumer Behavior
Decision-Making
Health
Methodology

Selected Consulting Clients

SS+K, New York, NY
Maimonides Medical Center, Brooklyn, NY
Covenant Children’s Hospital, Lubbock, TX
Vanderbilt Children’s Hospital, Nashville, TN

Professional Experience

Associate Strategy Consultant, Quorum Health Resources
Marketing Research Manager, NFIB
Statistical Analyst, Tennessee Dept. of Health
Associate Investigator, Center of Excellence for Research & Policy, TSU