[Deidre Popovich]

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

Current CV (pdf)

Brief Bio

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.

Academic Background

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