Emeritus Professor, Marketing

PhD in Experimental Psychology, Kansas State University

MS in Psychology, Kansas State University

MS in Mathematics, University of Wyoming

BS in Mathematics, Northern Michigan University

Faculty Career Achievement Research Award - Tippie College of Business, 2023

Iowa MBA Instructor of the Year - Core, 2011

Iowa MBA Instructor of the Year - Core, 2010

Collegiate Teaching Award - Tippie College of Business, 2010

Iowa MBA Instructor of the Year - Core, 1998

Outstanding PhD Director - Tippie College of Business Department of Marketing, 1993

Executive MBA GREAT Instructor of the Year - Tippie College of Business, 1988

Levin, I. P., Gaeth, G. J., Foley-Nicpon, M., Yegorova, V., Cederberg, C., & Yan, H. (2015). Extending the study of decision making competence to special populations: A case study of persons on the autism spectrum. Frontiers in Psychology: Cognition. 6 (April) pp. 539.

Levin, I. P., Bossard, E., Gaeth, G. J., & Yan, H. (2014). The combined role of task, child’s age and individual differences in understanding decision processes. Judgment and Decision Making.

Levin, I. P., McElroy, T., Gaeth, G. J., Hedgcock, W. M., & Denburg, N. (2014). Behavioral and Neuroscience Methods for Studying Neuroeconomic Processes: What We Can Learn from Framing Effects In American Psychological Association Volume on the Neuroscience of Risky Decision Making. V. Reyna & V. Zayes (Eds.)

Levin, I. P., McElroy, T., Gaeth, G. J., Hedgcock, W. M., Denburg, N., & Tranel, D. (2014). Studying Decision Processes through Behavioral and Neuroscience Analyses of Framing Effects In Neuroeconomics, Judgment and Decision Making. Frontiers of Cognitive Psychology series. Psychology Press.

Gaeth, G. J., Kateeb, E., Kannellis, M., Damiano, P., Weber-Gasparnoi, K., & Ansley, T. The use of ART among pediatric dentists: A conjoint analysis. In Proceedings of AADR Fall Focused Symposium: Oral Health Disparities Research and the Future Face of America 2013.

Meeran Mohideen, M., Liu, J., Chakraborty, G., Gaeth, G. J., & Van Deale, D. (In Press). Using Text Analysis to Gain Insight into Organizational Change. In Proceedings of SAS Global Forum 2013.

Katz, D., Aufderheide, T., Gaeth, G. J., Rahko, P., Hillis, S., & Selker, H. (2013). Patient satisfaction and ED revisits in patients with possible acute coronary syndrome (ACS). Journal of Emergency Medicine. 45 (6) pp. 947-957.

Kateeb, E., Warren, J., Gaeth, G. J., Kanellis, M., Weber-Gasparoni, K., Momany, E., & Ansley, T. (In Press). Use of ART in posterior primary teeth: a conjoint analysis. In Proceedings of AADR Annual Meeting 2012.

Garla, S., Chakraborty, G., & Gaeth, G. J. Comparison of k-Means, Normal Mixtures and Probabilistic-D Clustering for B2B Segmentation using Customers’ Perceptions. In Proceedings of SAS Global Forum 2012. 2012.

Sathish, G., Chakraborty, G., & Gaeth, G. J. Comparison of K-means, Normal Mixtures and Probabilistic-D Clustering for B2B Segmentation using Customers’ Perceptions. In Proceedings of Western Users of SAS Software Conference 2011.

"Pride and Licensing Effects: When Being Good Gives Us Permission to be a Little Bad," Guest/Invited Speaker at University of Nebraska-Lincoln, Licnoln, Nebraska, April 2015.

"Pride and Licensing Effects in Indulgence and Morality," Guest/Invited Speaker at Society for Consumer Psychology Annual Winter Conference, Phoenix, Arizona, February 2015.

"Effects of Numerical Specificity and Intervals on Framing Effects," Poster at Society for Judgment and Decision Making Annual Meeting, Long Beach, California, November 2014.

"Framing Effects in Economic Games," Poster at Society for Judgment and Decision Making Annual Meeting, Long Beach, California, November 2014.

"(The Lack Of) Processing Fluency and Attitude Enhancement," Guest/Invited Speaker at Advances in Consumer Research, Duluth, Minnesota, October 2014.

"Pride and Licensing Effects: When Being Good Gives Us Permission to be a Little Bad," Guest/Invited Speaker at Association of Consumer Research North American Conference, Baltimore, Maryland, October 2014.

"Factors Related to Dentists’ Decision to Participate in Medicaid: A Conjoint Analysis," Guest/Invited Speaker at National Oral Health Association, Fort Worth, Texas, April 2014.

"BALANCING STRENGTHS AND WEAKNESSES: ASSESSING DECISION MAKING COMPETENCE IN COLLEGE STUDENTS ON THE AUTISM SPECTRUM," Poster at Society for Judgment and Decision Making Annual Meeting, Toronto, Canada, November 2013.

"Developmental Trajectory of Cognitive and Affective Processes in Decision Making: Examining Ages 8-17," Poster at Society for Judgment and Decision Making Annual Meeting, Toronto, Canada, November 2013.

"Management Intervention in a Hospital using ®SAS Text Miner," Poster at SAS Analytics Conference, Las Vegas, Nevada, October 2012.

Gaeth, G. (Co-Principal), Principal Investigator(s): Levin, I. Decision-Making Competence of High-Functioning Autistic Children. National Institutes of Health (NIH). Not Funded/Declined. December 2016.

Gaeth, G. (Co-Principal), Principal Investigator(s): Levin, I. BALANCING STRENGTHS AND WEAKNESSES IN DECISION MAKING: WHAT WE CAN LEARN FROM HIGH-FUNCTIONING AUTISTIC CHILDREN. National Science Foundation (NSF). Currently Under Review. December 2016 - October 2021.

Gaeth, G. (Co-Principal), Principal Investigator(s): Foley Nicpon, M. & Irwin, L. Letter of Intent: Decision-Making Paradigms to Inform Treatment for Young Adults with ASD. Simmons Foundation. Currently Under Review. December 2016 - October 2021.

Gaeth, G. (Principal Investigator), Principal Investigator(s): Levin, I. Social Functioning and Consumer Decision Making: Serving Persons on the Autism Spectrum. Marketing Science Institute. Funded. January 2016 - December 2016.

Gaeth, G. J. & Chakraborty, G. (2013). The Value of Mining Open-ended Feedback in Predicting Patient Satisfaction.

Cedar Rapids Area Business Chair, Marketing, University of Iowa, 2006 - 2022

Editorial Board Member, Journal of Marketing Research, April 1995 - April 2003.

Editorial Board Member, Journal of Retailing, September 1990 - September 1997.