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William M. Hedgcock

Assistant Professor
Daniel E. McLean Research Fellow

Marketing
W270  John Pappajohn Bus Bldg
The University of Iowa, Iowa City, IA 52242-1994
Ph: 319-335-0894
Fax: 319-335-3690
E-mail: william-hedgcock@uiowa.edu
Website Google Scholar CV

Academic History

  • PhD in Marketing, University of Minnesota, 2008
  • BA in Economics and Psychology, Macalester College, 1996

Expertise

  • Decision Neuroscience, Decision-Making, Decision Bias, fMRI, MEG, eye tracking, Neuromarketing

Awards

  • Nominated for ICRU Distinguished Mentor Award, Iowa Center for Research by Undergraduates , March 2014
  • ICRU Fellow Funding - Summer and Academic year, University of Iowa, 2013
  • Collegiate Teaching Award, Tippie College of Business, University of Iowa, 2012
  • ICRU Fellow Funding - Summer and Academic year, University of Iowa, 2012
  • Listed by Iowa classes of 2010 and 2012 as a “person who had the most positive effect on their lives”, University of Iowa, 2012
  • McLean Faculty Research Fellow, Tippie College of Business, 2012
  • ICRU Fellow Funding - Summer and Academic year, University of Iowa, 2011
  • Instructional Improvement Award, University of Iowa, November 2011
  • Social Science Funding Award, University of Iowa, March 2009
  • Magnetic Resonance Research Pilot Funding, University of Iowa, December 2008
  • Instructional Improvement Award, University of Iowa, August 2008
  • Graduate School Dissertation Fellowship, University of Minnesota, May 2008
  • NSF Doctoral Dissertation Research Grant (#0647647), National Science Foundation, 2007
  • Fellow, AMA/Sheth Doctoral Consortium, August 2007
  • Center for Magnetic Resonance Research Pilot Funding, University of Minnesota, December 2005
  • Presenter - Haring Symposium, Kelley School of Business, April 2005

Selected Publications

Working Papers

  • Scamming Depression Era Elders: Neuroanatomical Basis for Poor Decision Making Among Older Adults, Bryan Koestner, William M. Hedgcock, Kameko Halfmann, Natalie Denburg

Conference Proceedings

  • Between a Rock and a Hard Place: Desirability Based Attenuation of the Attraction Effect, Selin Malkoc, William M. Hedgcock, Steve Hoeffler, Advances in Consumer Research, vol 38, 2010
  • Could Ralph Nader’s Exit Have Helped Al Gore?, William M. Hedgcock, Akshay Rao, Haipeng Chen, Advances in Consumer Research, vol 35, 2008
  • Valence Asymmetries in Preferences: The Case of Attraction Effect, William M. Hedgcock, Selin Malkoc, Steve Hoeffler, Advances in Consumer Research, vol 35, 2008
  • Creating and Cultivating Brand Connections, Marketing Science Institute Conference Proceeding, William M. Hedgcock, Christine Bennett, Marketing Science Institute, 2007
  • Brain Activation: Shedding Light on the Decoy Effect, William M. Hedgcock, Akshay Rao, Advances in Consumer Research, vol 33, 2005

Sponsored Research

  • An fMRI Study of Regulatory Resource Depletion and the Attraction Effect, William M. Hedgcock. National Science Foundation
  • A functional magnetic resonance imaging study of positive and negative decision framing in younger and older adults, Irwin P. Levin, William M. Hedgcock, Natalie Denburg. Social Science Funding Program
  • Effectiveness of Clickers in Teaching Consumer Behavior, William M. Hedgcock. Concil on Teaching Instructional Approvement Award
  • Trade-off Aversion as an Explanation for the Attraction Effect: An fMRI Study, William M. Hedgcock. Center for Magnetic Resonance Research

Other Work

  • Behavioral and Neuroscience Methods for Studying Neuroeconomic Processes: What We Can Learn from Framing Effects (V. Reyna & V. Zayes, eds.), Irwin P. Levin, Todd McElroy, Gary J. Gaeth, William M. Hedgcock, Natalie Denburg, invited Chapter for American Psychological Association Volume on the Neuroscience of Risky Decision Making, 2014
  • Studying Decision Processes through Behavioral and Neuroscience Analyses of Framing Effects, Irwin P. Levin, Todd McElroy, Gary J. Gaeth, William M. Hedgcock, Natalie Denburg, Daniel Tranel, Chapter for Frontiers of Cognitive Psychology series on Neuroeconomics, Judgment and Decision Making, 2014 - Publication Details Forthcoming

    Prior Positions

    • Instructor / Research Assistant, Carlson School of Management, University of Minnesota, June 2004 - 2008
    • Senior Analyst, Carlson Consumer Group, Carlson Companies, Minneapolis, MN, May 2000 - May 2002
    • Independent Consultant, Consumer Information, St. Paul, MN, June 1999 - May 2002
    • Analyst, DriSteem Humifier Company, Minneapolis, MN, June 1999 - April 2000
    • Business Analyst, Strategic Marketing Services, Carlson Marketing Group, Minneapolis, MN, August 1997 - June 1999
    • Project Manager/Analyst, Interpool Corporation, St. Paul, MN, April 1996 - September 1997

    Review and Editorial Work

    • Referee, Elsevier/Academic Press, 2014 - current
    • Referee, National Science Foundation, 2013 - current
    • Referee, Social Cognitive and Affective Neuroscience, 2013 - current
    • Referee, Marketing Science, 2011 - current
    • Referee, MIS Quarterly, 2011 - current
    • Referee, Journal of Consumer Psychology, 2010 - current
    • Referee, Journal of Marketing, 2010 - current
    • Referee, Journal of Neuroscience, Psychology, and Economics, 2010 - current
    • Referee, Journal of Consumer Research, 2009 - current
    • Referee, Journal of Marketing Research, 2009 - current
    • Referee, Association for Consumer Research Conference, 2008 - current
    • Referee, Journal of Economic Psychology, 2009
    • Referee, Organizational Behavior and Human Decision Processes , 2009
    • Referee, American Marketing Association Winter Educator's Conference, 2008

    Professional Affiliations

    • Editorial Board Member, Frontiers in Decision Neuroscience, 2012 - current

    Presentations

    • Individual differences in temporal discounting among older adults: A functional MRI study, Cognitive Neuroscience Society, Boston, MA, April 2014
    • Self-Control Does a Body Good? Evidence From the Brain, Heart, Liver, and Behavior, Society for Personality and Social Psychology, New Orleans, LA, 2013
    • Focusing on Desirability vs. Feasibility: The Influence of Fit between Goal Progress and Construal Level on Subsequent Self-Regulation, Association for Consumer Research, Chicago, IL, October 2013
    • Scamming Depression Era Elders: Neuroanatomical Basis for Poor Decision Making Among Older Adults, Association for Consumer Research, Chicago, IL, October 2013
    • Strong Attitudes Without Elaboration: The Threshold Difference Effect, Association for Consumer Research, Chicago, IL, October 2013
    • Neurofunctional Differences Related to the Iowa Gambling Task in Healthy Older Adults, Cognitive Neuroscience Society, San Francisco, CA, April 2013
    • The Impact of Acute and Chronic Stress on Decision Making Among Older Adults, Cognitive Neuroscience Society, San Francisco, CA, April 2013
    • Temporal Discounting, Risk Aversion and Dental Decisions, National Oral Health Conference, Huntsville, Alabama, April 2013
    • Be Smarter and Fitter: The Influence of Perceived Goal Progress on Consumer Perception and Preference for Multifinal versus Unifinal Means, Society for Consumer Psychology, San Antonio, Texas, March 2013
    • Forward versus Backward Planning: The Fit between Chronological Order of Planning and Mindset Abstraction, Society for Consumer Psychology, San Antonio, Texas, March 2013
    • Temporal Discounting, Risk Aversion and Dental Decisions, 60th Annual Meeting of the Iowa Section of the American Association for Dental Research, University of Iowa College of Dentistry, Iowa City, IA, February 2013
    • Reading the Mind of the Consumer: Promises and Challenges of Predictive Methods in Consumer Neuroscience, Association for Consumer Research, Vancouver, BC, 2012
    • Risk and Attribute Framing: They’re Different, Association for Consumer Research, Vancouver, BC, 2012
    • Scamming Depression Era Elders: Neuroanatomical Basis for Poor Decision Making Among Older Adults, University of Iowa - Department of Neurology, Iowa City, IA, 2012
    • Why Older Adults are Impaired on Some Decision-Making Tasks But Not Others - Behavioral and Neuroimaging Evidence, Society for Judgment and Decision Making, Society for Judgment and Decision Making, Minneapolis, MN, 2012
    • Regulatory Depletion and Why Decision Making Needs Brains, Texas A&M University, College Station, TX, September 2012
    • Regulatory Depletion and Why Decision Making Needs Brains, The Ohio State University, Columbus, OH, June 2012
    • Behavioral and Neural Differences between Risk and Attribute Framing, Cognitive Neuroscience Society, Cognitive Neuroscience Society, Chicago, IL, April 2012
    • Risk and Attribute Framing: They’re Different, Hightower Lecture Series, Emory University, Atlanta, GA, April 2012
    • Risk and Attribute Framing: They're Different, Marketing Colloquium Distinguished Speaker, Iowa State, Ames, IA, February 2012
    • Temporal Distance and the Endowment Effect, Winter Conference Society for Consumer Psychology, Society for Consumer Psychology, Las Vegas, Nevada, February 2012
    • Age-related Differences in Discounting the Future, Annual Meeting of the Society for Neuroscience, Society for Neuroscience, Washington, D.C, 2011
    • Fundamentals of Decision Neuroscience, Boston University, Boston, MA, 2011
    • The Role of Emotional Processing in Risk and Attribute Framing, Interdisciplinary Symposium on Decision Neuroscience , Temple University, Philadelphia, PA, 2011
    • Neural Correlates of Regulatory Depletion, Boston University, Boston, MA, 2011
    • Differences in Risk and Attribute Framing, Neuroscience Research Day, University of Iowa Neuroscience, Iowa City, IA, 2011
    • Neural Correlates of Diminished Self-Control, Society for Consumer Psychology, Atlanta, GA, 2011
    • Neuroscience, Marketing and Vulnerable Consumers: Integrative Approaches to Advancing Theory and Social Welfare, Association for Consumer Research, Association for Consumer Research, Jacksonville, FL, 2010
    • Decision Making in Older Adults, Interdisciplinary Symposium on Decision Neuroscience, Fox Business School - Temple University, Philadelphia, PA, 2010
    • Neuromarketing Theory and Practice, University of Iowa – MBA Career Academy, University of Iowa, Iowa City, IA, 2010
    • Fundamentals of Decision Neuroscience, University of Texas - Austin, Austin, TX, April 2010
    • Brain Imaging of Preferential Choice, University of Alberta, Edmonton, Alberta, 2009
    • Functional Imaging of Diminished Self-Control, Decision Neuroscience Workshop, University of Michigan, Ann Arbor, MI, 2009
    • Functional Imaging of Diminished Self-Control, Marketing Science, INFORMS, Ann Arbor, MI, 2009
    • Neural Correlates of Decision Making, Macalester College, St. Paul, MN, 2009
    • Valence Asymmetries in Preference: The Case of Attraction Effect, Society for Consumer Psychology, Society for Consumer Psychology, San Diego, CA, 2009
    • Neural Correlates of Diminished Self-Control, Society for Neuroeconomics, Society for Neuroeconomics, Evanston, IL, 2009
    • Consumer Neuroscience, Current State of Knowledge and Future Research Direction, Association for Consumer Research, 2008
    • An MEG study of Neurological Difference in Decoy and Non-Decoy Choice Sets, Society for Judgment and Decision Making, 2008
    • Could Ralph Nader’s Exit Have Helped Al Gore? The Impact of Decoy Entry and Exit on Consumer Choice, Yale Center for Customer Insights, Yale, New Haven, CT, 2007
    • Contextual Effects on Choice: Behavioral and Neural Evidence of Decoys, Cognitive Neuroscience Society, San Francisco, CA, 2006
    • What’s on your Mind? Neuroscientific Approaches to Studying Consumer Choice, Association for Consumer Research, 2005
    • The Ralph Nader Effect: Decoy Disappearance and Attraction, Haring Symposium, University of Indiana, Bloomington, IN, 2005
    • The Decoy Effect: Cognitive and Neural Evidence, Society for Judgment and Decision Making, 2005
    • The Ralph Nader Effect: Decoy Disappearance and Attraction, Society for Judgment and Decision Making, Minneapolis, MN, 2004

      Committees and Professional Service

      • Undergraduate Curriculum Committee (Marketing), 2013-current
      • Neuroscience Program Student Advisory Committee, 2012-current
      • Marketing Department Subject Pool Coordinator, 2011-current
      • Neuroscience Publication Award Committee, 2012
      • Association for Consumer Research Program Committee, 2010-2012
      • Drafted proposal for Research and Creativity Strategic Initiative, 2009
      • Marketing Department Representative for AACSB accreditation, 2009