Knowledge creation with a transformative impact on business
As a Carnegie R1 research institution and a member of Association of American Universities (AAU), the University of Iowa is among the world’s leading research universities. The Tippie College of Business is part of this rich research ecosystem, with a proud legacy of thought leadership and research that transforms practice.
From Erik Lie, named a Time 100: Most Influential People in the World for his ground-breaking research on options backdating, to Ann Campbell, an international thought leader in transportation logistics, to Greg Stewart, an authority on team design and characteristics that impact performance—Tippie faculty are making research discoveries with both academic and practical applications across its academic departments.
Areas of research expertise
The strength of our faculty research lies in the wide range of topics we explore and the depth and applicability of our findings. Discover our areas of interest and where we’re making our mark on the global business landscape.
- Capital markets - Paul Hribar / Cristi Gleason / Dan Collins / Scott Asay / Joyce Berg / Dain Donelson / Michael Durney / Mark Penno / Claire Quinto / Adrienne Rhodes / Jaron Wilde
- Firm management and governance - Scott Asay / Ramji Balakrishnan / Dan Collins / Dain Donelson / Cristi Gleason / Paul Hribar / Mark Penno / Claire Quinto / Adrienne Rhodes / Jaron Wilde
- Regulation and taxation - Scott Asay / Ramji Balakrishnan / Cristi Gleason / Paul Hribar / Mark Penno / Claire Quinto / Jaron Wilde
- Auditing - Scott Asay / Ramji Balakrishnan / Joyce Berg / Dan Collins / Cristi Gleason / Paul Hribar / Mark Penno / Jaron Wilde
- Data science - Nick Street / Tong Wang / Xun Zhou / Kang Zhao / Patrick Fan / Gautam Pant
- Operations and supply chain - Jen Blackhurst / Ray de Matta / Phil Jones
- Transportation science and logistics - Barry Thomas / Ann Campbell
- Optimization - Qihang Lin / Sam Burer / Kurt Anstreicher / Jeff Ohlmann / Beste Basciftci
- Statistics - Hannes Ledolter
- Human factors - David Nembhard
- Corporate finance - Art Durnev / Jon Garfinkel / Erik Lie / Amrita Nain / Shagun Pant / Anand Vijh
- Investments - Petra Andrlikova / David Bates / Wei Li / Tom Rietz / Ashish Tiwari / Tong Yao
- Risk management / Insurance - Thomas Berry-Stoelzle / Richard Peter
- Real estate - Jay Sa-Aadu
- Behavioral finance - Tom Rietz
- Organizational behavior, teams, and leadership - Amy Kristof-Brown / Greg Stewart / Amy Colbert / Steve Courtright / Jennifer Nahrgang / Eean Crawford / Daniel Newton / Michele Williams / Semin Park
- Human resource management - Beth Livingston / Rong Su / Chad Van Iddekinge / Ken Brown
- Organizational theory - Bodi Vasi
- Strategic management - Arturs Kalnins
- Entrepreneurship - Arturs Kalnins / Michele Williams
- Research methods - Rong Su
- Consumer behavior - Cathy Cole / Alice Wang / Gary Gaeth / Andrea Luangrath / Chelsea Galoni / Bowen Ruan / DJ Nayakankuppam
- Quantitative modeling - Gary Russell / Tom Gruca / Ying Yang / Tak Lee
Additional areas of focus:
- Choice modeling - Gary Russell
- Data mining - Tom Gruca / Tak Lee
- Sales force - Ying Yang
- Healthcare - Tom Gruca / Gary Gaeth / John Murry
- Marketing strategy - Tom Gruca
- Prediction markets - Tom Gruca
- Elderly consumer issues - Cathy Cole / Alice Wang
- Judgment and decision-making - Gary Gaeth / Bowen Ruan / DJ Nayakankuppam
- Sensory marketing - Andrea Luangrath
- Psychological ownership - Andrea Luangrath / DJ Nayakankuppam
- Product and brand management - John Murry / Gary Russell
- Data analysis - Gary Russell / Tom Gruca / Tak Lee
- Category management - Gary Russell
- Physiological research (eye tracking, etc.) - Andrea Luangrath / DJ Nayakankuppam
Featured research initiatives
Tippie is home to groups of researchers whose interests are aligned around some of the most salient issues of our time, including healthcare, women in business, futures markets, social responsibility, and sustainability.
A group of Tippie researchers organized around the broad topic of social responsibility and sustainability, and connecting their work to the United Nations Sustainable Development Goals.
Behavioral Research Seminar
The behavioral research seminar is a low-pressure, friendly setting for Tippie researchers to share ideas and seek suggestions. The seminar meets over the lunch hour on a biweekly or monthly basis.
Tippie provides facilities for faculty to collaborate on research initiatives, conduct experiments, and use advanced technology to further their findings.
Tippie behavioral research facilities
Researchers across the Tippie College of Business conduct human behavior research in areas of marketing, experimental economics, teamwork, and decision science. Tippie's behavioral research facilities include a large 30-person room with flexible arrangement options, a subject welcome area and three small group rooms. Researchers conduct experiments using Tobii X2-60 and Mirametrix s2 eye tracker technology, Oculus Rift virtual reality, as well as computer and paper-based studies. Get in touch with the lab to learn more.
Artificial Intelligence Lab
Through a partnership with the Iowa Initiative for Artificial Intelligence, Tippie maintains an AI Lab, currently housed in room S220 PBB. The lab contains four high-performance workstations configured to enable development of deep learning AI solutions, and to be compatible with the university's High Performance Computing cluster. The lab is open to students from all departments.
How loneliness affects consumer responses to marketing campaigns
For almost a decade, Wang has studied how loneliness affects consumer responses to marketing information. 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 indicative of poor quality, lonely people would prefer the minority endorsement (for example, 20 percent of previous customers liked the hotel décor) in private consumption 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 so they switch to the product endorsed by the majority.”
Alice Wang, Marketing Professor
Read Alice's story