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 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
Amrita Nain

Merging curiosity and research

Finance professor Amrita Nain puts her natural inquisitiveness to work by challenging the norms of academic research. “I study mergers and acquisitions,” Amrita explains. “But I am curious about the impact on pricing that customers pay to buy products from companies who merge. I ask what’s fair and not fair to customers. I think it’s important to know who really benefits from these transactions.”

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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