Research Areas
- Consumer psychology & decision-making
- Health & consumer well-being
- Information cues, transparency, and disclosure
- Marketing methodology
Research
My work examines how decision contexts and information cues shape consumer well-being, health decisions, and behavior, with additional contributions in marketing methodology.
Profiles
Publications
Peer-reviewed publications and chapters. For the complete list, see the CV.
-
Popovich, Deidre (2026), “Systemic Displaced Aggression: A Conceptual Framework for Understanding Intra-Gender Conflict in Academia,” forthcoming in Equality, Diversity and Inclusion.
-
Popovich, Deidre, Mikaela Trussell, and Kelli Frias (2025), “Pain Exchange Consumption: An Exploration of Taking Risks to Avoid the Pain of Paying,” Journal of Business Research, 197, 115460.
-
Popovich, Deidre and Ryan Hamilton (2025), “The Illusion of Calorie Fluency: How Metacognitive Uncertainty Leads to Less Extreme Healthiness Perceptions of Foods,” Journal of Retailing, 101 (3), 331–347.
-
Popovich, Deidre (2025), “How to Treat Missing Data in Survey Research,” Journal of Marketing Theory and Practice, 33 (1), 43–59.
-
Anderson, Kelley Cours, Deidre Popovich, Kelli Frias, and Mikaela Trussell (2024), “Subordinated Service Environments: How Branding Can Create Unintentional Service Exclusion,” Journal of Services Marketing, 38 (8), 1074–1088.
-
Colby, Helen, Deidre Popovich, and Tony Stovall (2024), “How Much Information Is Too Much? An Experimental Examination of How Information Disclosures May Unintentionally Encourage the Withholding of Health Information,” Medical Decision Making, 44 (8), 880–889.
-
Amaro, Emilia, Jordan Rodriguez, Deziree Jackson, Deidre Popovich, Kelli Frias, and Ernesto Castañeda (2024), “The Impact of Cultural Health Capital on Market Choice Along the Texas-Mexico Border,” Journal of Racial and Ethnic Health Disparities, 11, 1139–1151.
-
Popovich, Deidre and Kelli Frias (2023), “Examining Legislation and Trends in Healthcare Pricing: A Research Agenda for Consumer Well-Being,” Journal of Consumer Affairs, 57 (3), 1453–1481.
-
Popovich, Deidre and Natalia Velikova (2023), “The Impact of Nutrition Labeling on Consumer Perceptions of Wine,” Journal of Consumer Marketing, 40 (6), 748–757.
-
Wallach, Karen Anne and Deidre Popovich (2023), “When Big Is Less Than Small: Why Dominant Brands Lack Authenticity in Their Sustainability Initiatives,” Journal of Business Research, 158, 113694.
-
Wallach, Karen Anne and Deidre Popovich (2023), “Cause Beneficial or Cause Exploitative? Using Joint Motives to Increase Credibility of Sustainability Efforts,” Journal of Public Policy & Marketing, 42 (2), 187–202.
-
Iacobucci, Dawn, Deidre Popovich, Sangkil Moon, and Sergio Román (2023), “How to Calculate, Use, and Report Variance Explained Effect Size Indices and Not Die Trying,” Journal of Consumer Psychology, 33 (1), 45–61.
-
Iacobucci, Dawn and Deidre Popovich (2022), “Studying Healthcare from a Marketing Perspective,” Foundations and Trends in Marketing, 15 (2), 86–152.
-
Popovich, Deidre and Ryan Hamilton (2021), “Intermediate Choice Lists: How Product Attributes Influence Purchase Likelihood in a Self-Imposed Delay,” Journal of Retailing, 97 (2), 251–266.
-
Popovich, Deidre and Ryan Hamilton (2021), “Do Wish Lists Work?,” Rutgers Business Review, 6 (1), 51–56.
-
Frias, Kelli, Deidre Popovich, Dale Duhan, and Robert F. Lusch (2020), “Perceived Market Risk in New Ventures: A Study of Early-Phase Business Angel Investment Screening,” Journal of Macromarketing, 40 (3), 339–354.
-
Popovich, Deidre, Tim Vogus, Dawn Iacobucci, and J. M. Austin (2020), “Are Hospital Ratings Systems Transparent? An Examination of Consumer Reports and The Leapfrog Hospital Safety Grade,” Health Marketing Quarterly, 37 (1), 41–57.
-
Frias, Kelli and Deidre Popovich (2020), “An Experiential Approach to Teaching Mixed Methods Research,” Journal of Education for Business, 95 (3), 193–205.
-
Frias, Kelli and Deidre Popovich (2020), “Bridging Marketing and STEM Education: Cross-Functional Teamwork for New Product Development.” In Preparing Students for Community-Engaged Scholarship in Higher Education, edited by Aaron S. Zimmerman, 284–305.
-
Popovich, Deidre and Erika Brooks-Hurst (2019), “Assessing the Perceived Effectiveness of a Marketing Research Service Learning Project: The MR-SL Scale,” Marketing Education Review, 29 (3), 164–181.
-
Iacobucci, Dawn, Rebecca McBride, Deidre Popovich, and Maria Rouziou (2018), “Confidence Intervals for Assessing Sizes of Social Network Centralities,” Social Networking, 7 (4), 220–242.
-
Iacobucci, Dawn, Rebecca McBride, Deidre Popovich, and Maria Rouziou (2017), “In Social Network Analysis, Which Centrality Index Should I Use?: Theoretical Differences and Empirical Similarities among Top Centralities,” Journal of Methods and Measurement in the Social Sciences, 8 (2), 72–99.
-
Iacobucci, Dawn, Rebecca McBride, and Deidre Popovich (2017), “Eigenvector Centrality: Illustrations Supporting the Utility of Extracting More Than One Eigenvector to Obtain Additional Insights into Networks and Interdependent Structures,” Journal of Social Structure, 18 (2), 1–22.
-
Popovich, Deidre (2017), “Behavioral and Lifestyle Influences on Reported Calorie Intake: A Latent Class Model,” Journal of Consumer Marketing, 34 (3), 214–225.
-
Iacobucci, Dawn, Matthew Schneider, Deidre Popovich, and Georgios Bakamitsos (2017), “Mean Centering, Multicollinearity, and Moderators in Multiple Regression: The Reconciliation Redux,” Behavior Research Methods, 49 (1), 403–404.
-
Iacobucci, Dawn, Matthew Schneider, Deidre Popovich, and Georgios Bakamitsos (2016), “Mean-Centering Helps Alleviate Micro but not Macro Multicollinearity,” Behavior Research Methods, 48 (4), 1308–1317. Featured in the Atlas of Science.
-
Iacobucci, Dawn, Deidre Popovich, Georgios Bakamitsos, Steven Posavac, and Frank Kardes (2015), “Three Essential Analytical Techniques for the Behavioral Marketing Researcher: Median Splits, Mean-Centering, and Mediation Analysis,” Foundations and Trends in Marketing, 9 (2), 83–174.
-
Iacobucci, Dawn, Steven Posavac, Frank Kardes, Matthew Schneider, and Deidre Popovich (2015), “The Median Split: Robust, Refined, and Revived,” Journal of Consumer Psychology, 25 (4), 690–704.
-
Iacobucci, Dawn, Steven Posavac, Frank Kardes, Matthew Schneider, and Deidre Popovich (2015), “Toward a More Nuanced Understanding of the Statistical Properties of a Median Split,” Journal of Consumer Psychology, 25 (4), 652–665.