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Knowledge creation is a strategic priority for Tippie

We have a proud legacy of thought leadership in academic research and research that transforms practice.

From Erik Lie, named to the Time 100 for his ground-breaking research on options backdating, to Scott Seibert, the most-cited researcher on “career success” in Google Scholar, to Ann Campbell, an international expert in vehicle routing—Tippie faculty are pushing the boundaries of knowledge creation across its six academic departments.

MRI Machine

Technology fuels research

Bill Hedgcock, assistant professor of marketing and the Daniel E. McLean Research Fellow, uses functional magnetic resonance imaging (fMRI) technology to look at how different parts of the brain get involved in consumer decisions, and how exercising self-control for one decision affects the decisions that come after.

From a Tobii X2-60 eye-tracker to skin conductance response sensors, Biopac psychophysiological systems, and a full-blown behavioral research lab, technology helps elevate research—and teaching—at Tippie.

Faculty Story
Alice Wang

How loneliness affects consumer responses to marketing campaigns

For almost a decade, Jing Wang has studied how loneliness affects consumer responses to marketing campaigns. Her research began with a study that looked at how lonely people respond to public “endorsements,” like Yelp or TripAdvisor. She found that as long as the endorsement was not of poor quality, lonely people would prefer the minority endorsement (for example, the 20 percent who didn’t like the hotel) in private situations because they identify with being a minority.

“If a lonely person buys a movie to watch alone or a product to use privately, he or she chooses the minority endorsement,” Wang says. “But if a lonely person buys something to use publicly, he or she chooses the majority endorsement. Loners know they belong to the minority. When the consumption is public, they know they’re being judged by others.”

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Media inquiries

Want to tap our faculty expertise? Many of our faculty members are willing to discuss their work with the media. If you need help finding a faculty expert for a story you’re working on, please contact Tom Snee in University News Services at 319-384-0010 or