Everything must be marketed

From the benefits of joining a new health club to encouraging mutual fund managers to invest in your company—at every level of business, marketing is needed to help the business succeed. And technology has changed the way we market. From managing a household brand to analyzing consumer purchasing trends, marketers bring awareness of a product to a customer. A Tippie marketing education prepares you to take on the varied marketing roles and succeed in an always-evolving industry.

Academic programs

Marketing Major

The Tippie BBA in Marketing offers five optional concentrations that allow you to tailor your degree to your specific interests and career goals.

PhD in Marketing

The increase in consumer data provides great fodder for students in the Marketing PhD Program. Placements are both in industry and academia.

Marketing Certificate

This graduate-level certificate ensures that you have a firm handle on the latest in marketing trends and how they can be applied to your business.

93 %

Marketing alums employed or in grad school

within 6 months of graduation, 2020

$ 50,000

Average starting salary for marketing grads

Class of 2020


Optional concentrations

Retailing & e-commerce, professional sales management, product & brand management, marketing communication & strategy, and marketing research & analytics

Aerial photo of University of Iowa campus


The Tippie College’s Department of Marketing includes expert faculty who conduct cutting-edge research (think measuring your brain’s decision-making via MRI) as well as industry experts who are stars in the classroom.

See our faculty

Undergrad class

Faculty research

Using the latest in research technology, Tippie’s marketing faculty focus their efforts on a variety of subjects, from consumer behavior to psychological ownership to data analytics.

Explore our research

Marketing Institute students

Marketing Institute Advisory Board

A group of marketing experts and Tippie marketing alumni who provide guidance and feedback to Tippie marketing students and faculty.

Meet the members

Department highlights

Marketing Institute

Employers are impressed with the experience Marketing Institute students receive while working on projects for real-world clients.

Field Studies in Marketing

Gain real-world marketing experience. Consult for an actual business client. Solve marketing challenges. Apply what you’ve learned in class—conduct market research, propose creative solutions, and impress your client.

American Marketing Association

Helps marketing students develop a competitive advantage through professional networking trips, fundraising activities, and a case competition.

Recent news


How popular is election betting?

Tuesday, June 18, 2024
Marketing professor and director of Iowa Electronic Markets Thomas Gruca spoke with CNN about what makes prediction markets different than traditional gambling.
Corridor Business Journal logo

A little help for Hoover: UI Marketing Institute students help Herbert Hoover Foundation with major rebrand

Friday, May 3, 2024
A team of Tippie marketing students is helping spread the word about the Herbert Hoover Presidential Library and Museum’s $20M renovation project.
students with photos of Herbert Hoover

Helping Hoover

Wednesday, May 1, 2024
Tippie marketing students are helping the Herbert Hoover Foundation develop a new branding and communications plan for the Hoover Library and Museum in West Branch as it prepares for a major building renovation in 2025.
KWWL logo

Caitlin Clark's salary sparks conversation over wage gaps

Wednesday, April 17, 2024
Tippie's Beth Livingston breaks down reasons for the massive pay disparity between NBA and WNBA stars for KWWL.
AXIOS logo

Hawkeye women's basketball expected to draw crowds, even after Caitlin Clark

Monday, April 8, 2024
Marketing Professor Nancy Abrams says the university needs to capitalize on the moment moving forward.
SELF magazine logo

10 things you didn't know about Caitlin Clark

Friday, March 29, 2024
Our favorite: She's an honors marketing student at the Tippie College of Business.
Radio Iowa logo

UI prof: The ‘Caitlin Clark Effect’ is difficult to quantify

Monday, March 25, 2024
Jeff Ohlmann on Radio Iowa talking about what you can—and cannot—measure about the impact of Caitlin Clark.
Alums of the Year 2024 Brandon Miller and Rita Guzman

Announcing the 2024 Tippie Alum and Young Alum of the Year

Monday, March 25, 2024
The Tippie College of Business is proud to announce Brandon R. Miller (BBA03) as the 2024 Tippie Alum of the Year and Rita M. Guzmán (BBA18) as the 2024 Tippie Young Alum of the Year.
The Gazette logo

Kwik Star: Gas station, convenience store — and groceries

Sunday, March 24, 2024
Marketing Associate Professor Peggy Stover spoke to The Gazette about convenience stores and Kwik Star's role in the industry.
ESPN logo

Clarkonomics 101: The numbers behind Caitlin Clark's impact on women's basketball

Tuesday, March 19, 2024
Jeffrey Ohlmann on ESPN breaking down the huge impact of marketing major and basketball phenom, Caitlin Clark.
The Daily Yonder logo

Commentary: It’s time governments consider paying doctors to practice in rural areas

Friday, March 1, 2024
Thomas Gruca in The Daily Yonder talking about his research on government subsidies in healthcare.
The Gazette logo

It’s time governments consider paying doctors to practice in rural areas

Sunday, February 25, 2024
Researcher Thomas Gruca in The Gazette discussing how public subsidies for doctors practicing in rural areas could help ease the rural health care crisis.
The Daily Yonder logo

Iowa researcher proposes subsidies to bring cardiac care to rural areas

Monday, February 19, 2024
Tom Gruca in The Daily Yonder about his research on rural medical care.
The Academic Minute

Can bad be good? The attraction of a darker self

Wednesday, February 14, 2024
Rebecca Krause-Galoni in The Academic Minute discussing why people lean into evil when its fiction, but shy away from even the slightest connection to evil in real life.
Corridor Business Journal logo

How Caitlin Clark’s stardom is impacting college athletics, marketing power of women in sports

Monday, January 29, 2024
Peggy Stover in the CBJ about basketball star—and marketing student—Caitlin Clark.
The Gazette logo

Power of the retail ‘touch’

Sunday, December 24, 2023
Andrea Luangrath in the Gazette on how simply showing a hand holding or touching a product can drive online customers.
KGAN logo

New year, new habits: Experts say daily routine matters more than waiting for January 1st

Friday, December 15, 2023
Rob Rouwenhorst on KGAN about the transformational power of habits.
AXIOS logo

New study shows benefits of paying doctors to go to rural Iowa

Wednesday, November 15, 2023
Tom Gruca in Axios proposing a state-funded public subsidy to encourage more specialists to travel and work part-time in Iowa's rural areas.
Team members of Herky Gold

Tippie students win the Fall 2023 PepsiCo Team Sales Challenge

Wednesday, November 8, 2023
Tippie students Brock Lu, Cambrie McBride, Kayla Nutt, and Madeline Rigdon helped bring home the first place finish for the college.
Iowa Capital Dispatch logo

Subsidizing doctor travel would aid rural health care access, study shows

Friday, November 3, 2023
Tom Gruca in the Iowa Capital Dispatch discussing his study about how subsidizing cardiologist care across the state would benefit Iowans.
Sarah Monson

Baking 9-to-5

Wednesday, September 6, 2023
Alum Sarah Monson (MBA14) is cooking up something good with the legendary Miss Dolly Parton.
Caitlin Clark

Behind the shrug

Wednesday, September 6, 2023
Few athletes have had the kind of impact on their sport as this Tippie student has had on women's college basketball. But what's Caitlin Clark like off the court?
KGAN logo

Spooky season sneaks in early

Monday, August 28, 2023
Halloween candy and pumpkin spice has invaded stores before fall's arrival. Associate professor of marketing Peggy Stover explains why.
Tuma Basa

Tuma Basa sets hip hop trends

Thursday, August 10, 2023
Tuma Basa knows all the big and not-so-big acts in hip-hop. He’s been profiled in Billboard and the Wall Street Journal. He receives dozens of songs every day from artists both famous and unknown looking for his approval.
Radio Iowa logo

Candy sales already starting three months before Halloween

Friday, July 28, 2023
How early is too early? The 4th of July was just a few weeks ago, yet some Iowa grocery stores are already offering spooky Halloween decorations and big bags of trick-or-treat candy. Tippie's Peggy Stover says stores are looking for any angle they can find to scare up profits.
hand holding a card

The journey is the destination

Tuesday, July 25, 2023
Those consumer loyalty cards filling our wallets that give you a free sandwich or cup of coffee tend to lead to disappointment. A new study shows that for many, filling the card is more fulfilling than the reward.
AXIOS logo

Closing rural Iowa birthing units is hurting delivery outcomes

Thursday, May 11, 2023
A new study from the University of Iowa examines prenatal care in Hardin, Osceola, Clayton, Emmett, Lucas, Hamilton, and Van Buren counties in Iowa. All had labor and delivery units shut down at their hospitals.
Radio Iowa logo

UI study: Rural Iowa hospitals are losing birthing centers at ‘striking’ rate

Friday, May 5, 2023
A University of Iowa study finds some pregnant women in rural Iowa quit getting prenatal care when their local hospital closes its birthing center, even if prenatal care is still available.
Nicole Johnston and Cheryl Davenport against a black and gold background.

Announcing the 2023 Tippie Alum and Young Alum of the Year

Tuesday, May 2, 2023
The Tippie College of Business is happy to announce Nicole Johnston (BBA94) as the 2023 Alum of the Year and Cheryl Davenport (BBA05) as 2023 Young Alum of the Year.
PepsiCo Team Competition winners

Tippie hosts the Spring 2023 PepsiCo Team Sales Challenge

Monday, April 3, 2023
On Friday, March 24, the Tippie College of Business hosted the 2023 PepsiCo Team Sales Challenge, featuring student teams from the University of Iowa and Iowa State University.
An explosion of colors and words

BIG Ideas

Tuesday, February 28, 2023
Tippie faculty share six suggestions that could shake up society. You may find these spot-on or absolutely bananas, but we have no doubt they’ll start some interesting conversations.
Clinton lighthouse on the Mississippi

Tippie students help make Iowa cities better places to live

Tuesday, January 17, 2023
Building Iowa communities is an annual tradition for Tippie marketing students, who work with local governments and public agencies develop strategic and marketing plans to help make the state a better place to live.
KCRG logo

Stores see more in-person shoppers during Thanksgiving weekend

Tuesday, December 6, 2022
Professor Nancy Abram said she believes the increase is happening because people are less concerned with COVID-19 and large crowds. She also believes people like to shop and missed the experience over the holiday weekend.
Entrepreneur logo

What do Brittany Spears' perfume, Ghiradelli chocolate, and Toms Shoes have in common? They all use this overlooked sales strategy.

Tuesday, November 22, 2022
Customers want their experience to be as close to what the founder intended as possible.
KGAN logo

Black Friday shopping might be quiet this year

Monday, November 21, 2022
It's the unofficial start of the holiday shopping season with Black Friday. Many places began offering deals earlier this year, with some retailers kicking off their deals as early as October. With stores accommodating that pre-holiday rush, experts are now predicting a quiet Black Friday ahead.
WHO logo

Iowa shoppers to spend more for holidays despite inflation

Friday, November 11, 2022
According to Tippie's Nancy Abram, with inflation falling to 7.7% the outlook for the Christmas shopping season is looking up.
The New York Times logo

Forecasting the future of election prediction markets

Friday, November 4, 2022
After flying under the radar as academic experiments, markets like the Iowa Electronic Markets (IEM) are facing close regulatory scrutiny. But they are worth preserving, The New York Times says.
AXIOS logo

Iowa professors create tool to help decipher online speak

Thursday, September 1, 2022
Researchers at the University of Iowa have developed a new tool called "PARA" that's meant to help companies identify the sentiment of online communication, like responses to a tweet or Facebook post.
Today in Digital Marketing podcast logo

How the “Vicarious Haptic Effect” Can Boost Your ROI

Friday, August 19, 2022
Tippie Associate Professor Andrea Luangrath was interviewed on the Today in Digital Marketing podcast to talk about her research of haptic touch leading to increased sales.
Retail Wire logo

How important are founders to brand authenticity?

Wednesday, July 27, 2022
A university study finds that, although brand essence, or authenticity, ideally comes through an association with the creator, one other proxy to measure essence is the recipe and manufacturing process. The study from the University of Iowa’s Tippie College of Business explored the brand essence of Ghirardelli Chocolate, whose founder, Domenico Ghirardelli, died in 1894.
Radio Iowa logo

Survey finds lack of understanding about what Iowa midwives do

Wednesday, July 27, 2022
Professor Peggy Stover, director of the U-I’s Undergraduate Marketing Institute, says she was shocked at how little people knew about the midwife profession. “In addition to birth care, prenatal care and post delivery care,” Stover says, “midwives also offer women’s wellness checkups, birth control, menopausal care.”
Images of Jeff Ohlmann, Erin Nelson, Jim Chaffee, Ann Campbell, Rob Rouwenhorst, and Daniel Newton.

Spring 2022 Tippie Instructor Awards announced

Tuesday, July 12, 2022
Six Tippie instructors have received recognition for outstanding teaching from student nominators: Jeff Ohlmann, Erin Nelson, Jim Chaffee, Ann Campbell, Rob Rouwenhorst, and Daniel Newton.
chocolate bar with gold background

The inventors may be long passed, but consumers still want their essence

Thursday, June 23, 2022
Consumers crave authenticity, but what, exactly, makes something authentic? A new study from the Tippie College of Business finds that consumers ultimately define a product’s authenticity and value by its essence, an abstract, unobservable quality that makes a thing what it is.

Tippie College of Business recognizes faculty and staff with 2022 collegiate awards

Monday, May 9, 2022
Each year the Tippie College of Business recognizes its faculty and staff with collegiate awards for excellence in teaching, research, and service. The 2022 award winners were announced at a ceremony on May 4, 2022.
Sales Lab

Learning to sell

Friday, April 8, 2022
A new Inside Sales Lab at the Tippie College of Business gives University of Iowa students hands-on experience in the art of sales.

The power of touch is no joke—even if it’s through a screen

Wednesday, December 15, 2021
Digital ads showing someone’s hand touching a product had higher engagement and were seen as more valuable by consumers.

Consumers value a product viewed online more if they see it being virtually touched

Monday, December 6, 2021
Consumers who see a product on sale being virtually touched are more engaged and willing to pay more than if the item is displayed on its own, according to a recent research paper by Tippie's Andrea Luangrath.

What makes Spotify's Wrapped such a popular end-of-year tradition? FOMO

Monday, December 6, 2021
This week marked what has been an increasingly high-profile tradition for Spotify users: Wrapped release day. It was a trending topic on social media as everyone revealed the new social cards showing off listening choices of the past year. No matter how weird or—let's be honest a little embarrassing—they were. So why do so many people do it?

‘Black Friday’? It’s more like ‘Black Autumn’ now

Monday, November 22, 2021
Holiday shopping season longer than ever, but whether local or national, retailers need to capitalize early.

Vicarious touch: Closing the online sale

Wednesday, November 10, 2021
Retailers know that if they can get a customer to touch what they’re selling, they’re more apt to buy it and pay more for it. A new study from the University of Iowa's Tippie College of Business finds that this is true in a virtual world, too, when the hand belongs to someone else, or is even a floating blue cartoon hand.

Tippie honors Jeff Lorenger and HNI leadership team for contributions to Iowa business

Wednesday, November 10, 2021
Jeff Lorenger, chairman and CEO of HNI Corp., and the management team at the Muscatine-based company will be honored with the University of Iowa Tippie College of Business’ Oscar C. Schmidt Iowa Business Leadership Award for its contributions to Iowa business on Nov. 18 in Muscatine.

Home food delivery still going strong for Iowa businesses

Friday, September 17, 2021
A study by the Marketing Institute at the University of Iowa’s Henry B. Tippie College of Business found online delivery services averaged 25 percent growth last year, but is predicted to grow by about 3.5 percent post-COVID-19, according to Peggy Stover, associate professor in the program.

What virtual study abroad is like at the Tippie College of Business

Tuesday, September 14, 2021
Twenty-year-old Shelby Enger, a sophomore studying marketing and communications at the University of Iowa in Iowa City, took part in a virtual study abroad course through the school’s Tippie College of Business. During the three-week summer course, “Introduction to Global Business: Asia Pacific,” Enger expanded her knowledge of Australia, Hong Kong, New Zealand and Singapore by virtually touring...

Breakfast competition heats up among fast food, convenience stores

Tuesday, September 14, 2021
There’s a breakfast war heating up now in Iowa to try and capture customers who are once again venturing out of their homes following pandemic shutdowns. Tippie's Peggy Stover weighs in.

In praise of third place

Tuesday, August 10, 2021
It is surprisingly tricky to actually answer "who's winning the Olympics?"

Want to hire and retain the best employees? The key might be location, location, location

Tuesday, August 10, 2021
Businesses that want to hire and retain the best employees should think more about their real estate. A new study from the University of Iowa finds that employees who work in a well-located office are willing to work harder and show more commitment to their jobs. Researcher Tom Gruca, professor of marketing at the Tippie College of Business, says workers see a good office location as a signal that...

Tippie Launches Strategic Partnerships Office

Wednesday, July 28, 2021
The Tippie College of Business is moving decisively to expand strategic partnerships across industries and geographies by launching the Office of Strategic Partnerships this summer.

University of Iowa research finds bronze medalists happier than those with silver

Friday, July 23, 2021
Winning is nice. But so is not losing. Just check the faces of those Olympians who earn coveted spots on the podiums you’ll start seeing in the coming days as the postponed “Tokyo 2020” games get underway. “What we see is the medalist who is the most happy is the gold medalist — because they just won the event,” said Andrea Luangrath, a University of Iowa assistant marketing professor who...

University of Iowa study shows bronze medalists appear happier than silver medalists

Friday, July 23, 2021
A study with University of Iowa ties shows that bronze medalists are more likely to smile on the medal stand. Dr. Andrea Luangrath was part of a study to evaluate the facial expressions of Olympians who make it to the medal stand.

When bronze is better: Study finds Olympic bronze medalists appear happier than silver medalists

Friday, July 16, 2021
At the Olympics, bronze medals are given to people who finish in third place, and the definition of a third-place finisher is that they lost to the person who finished second. It’s how competition works: The second-place finisher beats the third-place finisher. But a new study from the University of Iowa analyzed photos of Olympic medal ceremonies and found bronze medalists tend to appear happier...

Milwaukee Bucks CMO Dustin Godsey (BBA02) is ready for the NBA Finals

Sunday, July 11, 2021
Dustin Godsey (BBA02) is the chief marketing officer for the Milwaukee Bucks and Fiserv Forum. What he and the franchise have experienced in the last several weeks, he said, “is beyond our wildest dreams.”

Bucking enrollment losses, University of Iowa online MBA sees boom

Tuesday, June 1, 2021
While COVID-19 mostly hurt enrollment across traditional college and university campuses, it has had the opposite effect on some less traditional higher ed programs — like the University of Iowa’s new online Master of Business Administration degree.

The Hawkeye connection: Best friends and Tippie alumni both find jobs at Cameo

Friday, March 12, 2021
Two University of Iowa alum who were best friends in undergraduate are now coworkers at the same entertainment company, Cameo, and attest their success to connections made through the university.

Multiple faculty ranked top 2% of world’s researchers in Stanford study

Tuesday, January 26, 2021
A number of Tippie faculty were recognized in a recent study published by Stanford University researchers using a new scholarly citation impact measure to identify the top 100,000 most impactful scientific researchers, along with those in the top 2% of their academic subfield. Indices were calculated based on lifetime scholarly impact and impact during the year 2019.

Building authenticity and connection among diverse members of your workforce

Wednesday, December 9, 2020
Calls for societal change from people of color around the country have created ripple effects in workplaces big and small. The Black Lives Matter movement in particular has provided new impetus for managers to invigorate positive connections with employees who come from different racial and cultural backgrounds and may be experiencing hurt and loss in ways that require special support.

Managing your mental (health)

Wednesday, December 9, 2020
Mental health therapy is more than an hour on a couch.

Fearlessly tackling professional and personal disruptions with the Hawkeye spirit

Wednesday, December 2, 2020
There’s a temptation to think that if we check all the boxes, do the workouts, set the right amount of money aside, make the right decisions, we’ll always be happy and successful in life and business. Hardship won’t touch us. Yet the wisdom of years teaches otherwise. With experience and maturity, we learn challenges are inevitable and, even more, can be an instructive and formative part of life...

Fearlessness in the face of job loss

Wednesday, December 2, 2020
It was a Friday. Though it felt like most other pandemic days in the time of COVID-19—indistinguishable from the day before. Like so many events since the University of Iowa closed campus and moved classes online, the annual Tippie Student Leadership Awards had been moved to a Zoom video chat, and the mood that day was muted as were the microphones of most of the people on the call. Then Sukriti...

The Gazette: Loneliness leads to 'unplanned,' 'impulsive' shopping habits, UI researcher finds

Monday, November 30, 2020
As many people lacking social contact during coronavirus begin the holiday shopping season, that loneliness could make a difference in their shopping habits. The more “socially deprived” someone is, the more likely the person is to buy more things, according to research from Jing “Alice” Wang, a marketing professor at the University of Iowa.

Amy Kristof-Brown named dean of the Tippie College of Business

Wednesday, November 18, 2020
Today, Amy Kristof-Brown has been named dean of the Tippie College of Business, pending approval of the Board of Regents, State of Iowa. Kristof-Brown has been serving as the college’s interim dean since March 2020 and will begin her new role on December 1, 2020.

Building psychological ownership can help governments preserve parks and public spaces

Wednesday, October 7, 2020
More and more cash-strapped governments are looking for alternative methods of funding to maintain parks, roads, and other public spaces, turning to mechanisms like corporate stadium sponsorships or adopt-a-highway programs that leverage private resources. But a new study from the University of Iowa suggests that an effective way to build support for public goods is to create a sense of...

Shaping NFL teams’ digital playbook

Monday, August 24, 2020
University of Iowa graduate Michael Wiebler uses his cinema arts and marketing degrees to help NFL teams improve their digital storytelling.

People are stubborn—but one method may be effective in changing minds

Thursday, August 20, 2020
Tippie professor Tom Grucca found that once people reach a conclusion, they aren’t likely to change their minds, even when new information shows their initial belief is likely wrong and clinging to that belief costs real money.
Gateway students

Tippie Gateway opens doors for participants

Thursday, July 9, 2020
Tippie Gateway started in 2015 to recruit populations underrepresented in business – women as well as first-generation, LGBTQ+, and students of color. It’s important to reach out to these students early – so that they take the necessary math requirements needed for college and/or business school. Many Tippie Gateway participants are entering their senior year of high school and still have time to...

Seeking control when everyone’s getting sick, consumers flock to the familiar

Friday, June 26, 2020
Sales of familiar brand name products increase during health emergencies like COVID-19 or influenza because they give consumers a sense of control over an uncontrollable situation, according to a new study from the University of Iowa’s Tippie College of Business.

A hand on the shoulder was good for business but COVID-19 changed everything

Thursday, June 4, 2020
Touching happens all the time in business settings. Colleagues and associates tap each other on the arm, touch their shoulders, or give pats on the back. Sometimes, if news is good, they even hug. It’s a way to get someone’s attention, offer congratulations, or persuade them.

A heart to help drives Tippie student

Wednesday, April 22, 2020
An active volunteer for UI Dance Marathon, marketing major Morgan Smith (BBA20) is no stranger to helping others. So even as she lost her on-campus jobs and suffered disappointment in her final weeks of college ending the way they did, she looked for ways to help.

Keeping the wheels on the bus

Wednesday, April 22, 2020
James Hughes (BBA20) is one of the student employees at CAMBUS that are making sure transportation is not a barrier for University of Iowa Hospitals and Clinics (UIHC) health care workers.

Virtual Pomerantz Business Library resources are available

Wednesday, March 18, 2020
During this time of virtual only instruction, the Pomerantz Business Library encourages students to continue accessing library resources through remote services.

Information for Tippie-affiliated student organizations regarding COVID-19

Friday, March 13, 2020
As you have heard, following the identification of COVID-19 cases in Johnson County, the University of Iowa is suspending face-to-face instruction for two weeks following spring break. The university will move to virtual instruction beginning March 23, 2020, and continue remotely through at least April 3, 2020. To align with this decision and proactively maintain the health and safety of our...

Important Tippie-specific updates regarding COVID-19

Thursday, March 12, 2020
First and foremost, our desire is to curb the spread of this virus and to maintain the health and safety of our students, faculty, and staff. Your primary resource for the most up-to-date information is the university’s COVID-19 website. You can also find Tippie-specific frequently asked questions on our FAQ website.

Marketing professor receives top university award for teaching

Tuesday, March 3, 2020
Associate Professor of Practice Nancy Abram received a 2019 President and Provost Award for Teaching, the University of Iowa’s top teaching honor.

Tippie teams dominate diversity and business ethics case competition

Thursday, February 27, 2020
Student teams from the Tippie College of Business placed first and third at the Fifth Annual Diversity and Business Ethics Case Competition hosted by the Leeds School of Business at the University of Colorado Boulder.

Tippie researchers pinpoint why decluttering feels so hard

Thursday, January 16, 2020
If you can't quite bring yourself to declutter your home and toss out unneeded possessions, one reason why might surprise you. Researchers say the emotional tug you feel might be loneliness.

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