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Gary Gaeth
Professor
Cedar Rapids Area Business Chair
Contact
319-335-1019
Office
S376 Pappajohn Business Building (PBB)
Academic history 
PhD in Experimental Psychology, Kansas State University, 1984
MS in Psychology, Kansas State University, 1980
MS in Mathematics, University of Wyoming, 1977
BS in Mathematics, Northern Michigan University, 1974
Expertise 
Impact of marketing information on consumer decisions
Methods for analysis of consumer decision making
Awards 
Teacher of the Year (Second Year Core), Full-time MBA,
Teacher of the Year (Second year), School of Management, April 2011
Tippie College of Business Teaching Award, Tippie College of Business, May 2010
MBA Teacher of the Year (Second year), 2010, School of Management, April 2010
MBA Teacher of the Year, 1998 , School of Management, April 1998
Outstanding PhD Director, Dept of Marketing, May 1993
Collegiate Teaching Award, College of Business, May 1989
EMBA Teaching Award, School of Mangement, May 1988
Selected publications 

Understanding Pediatric Dentists’ Dental Caries Management Treatment Decisions:
A Conjoint Experiment.
Elham Kateeb, J J. Warren, Gary J. Gaeth, E T. Momany, P C. Damiano, JDR Clinical & Translational Research, 2016, vol 1, 86-94

Extending the study of decision making competence to special populations: A case study of persons on the autism spectrum. Irwin P. Levin, Gary J. Gaeth, Megan Foley-Nicpon, Vita Yegorova, Charles Cederberg, Hoayang Yan, accepted at Frontiers in Psychology: Cognition

The combined role of task, child’s age and individual differences in understanding decision processes.. Irwin P. Levin, Elaine Bossard, Gary J. Gaeth, Haoyang Yan, Judgment and Decision Making, 2014

Patient satisfaction and ED revisits in patients with possible acute coronary syndrome (ACS).. DA Katz , TP Aufderheide , Gary J. Gaeth, PR Rahko , SL Hillis , HP Selker, accepted at The Journal of Emergency Medicine

Sponsored research 

BALANCING STRENGTHS AND WEAKNESSES IN DECISION MAKING: WHAT WE CAN LEARN FROM HIGH-FUNCTIONING AUTISTIC CHILDREN. Gary J Gaeth, Irwin P Levin, NSF

Decision-Making Competence of High-Functioning Autistic Children. Gary J Gaeth, Irwin P Levin, NIH - under revision with feedback

Letter of Intent: Decision-Making Paradigms to Inform Treatment for Young Adults with ASD. Gary J Gaeth, Megan Foley Nicpon, Irwin P Levin, Simmons Foundation

SOCIAL FUNCTIONING AND CONSUMER DECISION MAKING: SERVING PERSONS ON THE AUTISM SPECTRUM. Gary J Gaeth, Irwin P Levin, Aron Levin, Marketing Science Institute

Conference proceedings 

The use of ART among pediatric dentists: A conjoint analysis. Gary J. Gaeth, Elham Kateeb, M Kannellis, P Damiano, K Weber-Gasparnoi, T Ansley

Using Text Analysis to Gain Insight into Organizational Change. Musthan Meeran Mohideen, Jiawen Liu, Goutam Chakraborty, Gary J. Gaeth, Douglas Van Deale, SAS Global Forum 2013 Proceedings (forthcoming)

Comparison of k-Means, Normal Mixtures and Probabilistic-D Clustering for B2B Segmentation using Customers’ Perceptions. Satish Garla, Goutam Chakraborty , Gary J. Gaeth, SAS Global Forum 2012 Proceedings, 2012, vol 2012

Atruamatic Restorative Treatment in the US: Is it considered as definitive or interim treatment?. Elham Kateeb, J Warren, Gary J. Gaeth, M Kanellis, P Damiano, K Weber-Gasparoni, E Momany, T Ansley

Use of ART in posterior primary teeth: a conjoint analysis. Elham Kateeb, J Warren, Gary J. Gaeth, M Kanellis, K Weber-Gasparoni, E. Momany, T Ansley, AADR (forthcoming)

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

Other work 

Behavioral and Neuroscience Methods for Studying Neuroeconomic Processes:
What We Can Learn from Framing Effects (V. Reyna & V. Zayes, eds.). Irwin P. Levin, Todd McElroy, Gary J. Gaeth, William M. Hedgcock, Natalie Denburg, invited Chapter for American Psychological Association Volume on the Neuroscience of Risky Decision Making, 2014

Studying Decision Processes through Behavioral and Neuroscience Analyses of Framing Effects. Irwin P. Levin, Todd McElroy, Gary J. Gaeth, William M. Hedgcock, Natalie Denburg, Daniel Tranel, Neuroeconomics, Judgment and Decision Making. Frontiers of Cognitive Psychology series, Psychology Press., 2014

Work in progress 

Improving Patient Satisfaction: Connecting the Dots from Data to the Clinic. Gary J. Gaeth, Goutam Chakraborty

The Value of Mining Open-ended Feedback in Predicting Patient Satisfaction. Gary J. Gaeth, Goutam Chakraborty

A New Look at Framing Effects: Distribution of Effect Sizes, Individual Differences, and Independence of Types of Effects. Gary J. Gaeth, Irwin P. Levin, Judy Schreiber, Marco Lauriola, vol 88(1), 411-429

Current and prior positions 
Professor of Marketing, Henry B. Tippie College of Business, The University of Iowa, August 1996 - Present
Complimentary Appointment, Department of Psychological Brain Science, College of Liberal Arts and Sciences, The University of Iowa, Iowa City, IA, August 1983 - Present
Faculty Director, Strategic Innovation Academy, MBA Program, Henry B. Tippie School of Management, The University of Iowa, June 2008 - June 2010
Faculty Director, Italy Program, Henry B. Tippie College of Business, The University of Iowa, June 2008 - July 2009
Associate Dean, MBA Program, Henry B. Tippie School of Management, The University of Iowa, July 1997 - July 2009
Departmental Executive Officer, Department of Marketing, Henry B. Tippie College of Business, The University of Iowa, August 1995 - June 1997
Associate Professor of Marketing, Henry B. Tippie College of Business, The University of Iowa, August 1990 - July 1996
Assistant Professor of Marketing, Henry B. Tippie College of Business, The University of Iowa, August 1984 - July 1990
Instructor, Department of Marketing, Henry B. Tippie College of Business, The University of Iowa, August 1983 - July 1984
Instructor in Psychology and Statistics, Kansas State University, 1982 - July 1983
Graduate and Research Assistant, Department of Psychology, Kansas State University, 1977 - 1981
Teaching Assistant, Math Department, University of Wyoming, 1974 - 1977
Review and editorial work 

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

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

Review Panels, NSF, September 1993 - October 1993

Presentations 

Pride and Licensing Effects: When Being Good Gives Us Permission to be a Little Bad. Robert Mittelstaedt Symposium, Licnoln, NE, April 2015

Pride and Licensing Effects in Indulgence and Morality. Society for Consumer Psychology Conference, Phoenix, AZ, February 2015

Effects of Numerical Specificity and Intervals on Framing Effects. Society for Judgment and Decision Making, Long Beach, CA, November 2014

Framing Effects in Economic Games. Society for Judgment and Decision Making, Long Beach, CA, November 2014

(The Lack Of) Processing Fluency and Attitude Enhancement. Advances in Consumer Research, Duluth, MN, October 2014

Pride and Licensing Effects: When Being Good Gives Us Permission to be a Little Bad. Association for Consumer Research North American Conference, Baltimore, MD, October 2014

Factors Related to Dentists’ Decision to Participate in Medicaid: A Conjoint Analysis., Fort Worth, Tx, April 2014

Assessing the Impact of Factors in a Facebook Post that Influence the Edge Rank Metric of Facebook Using the Power Ratio. SAS Global Forum, Washington DC, March 2014

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

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

Individual Differences and Self-framing in the Sunk Cost Bias. Society for Judgment and Decision Making, Toronto, November 2013

Using Text Analysis to Gain Insight into Organizational Change. SAS Global Forum, Orlando, FL, April 2013

The use of ART among pediatric dentists: A conjoint analysis. Focused Symposium: Oral Health Disparities Research and the Future Face of America, Washington, DC, October 2012

Management Intervention in a Hospital using ®SAS Text Miner. SAS Analytics Conference, Las Vegas, NV, October 2012

Use of ART in posterior primary teeth: a conjoint analysis. American Association of Dental Research, Tampa, FL, September 2012

Evaluating effectiveness of management interventions in a hospital using SAS® Text Miner. SAS Data Mining Conference, Las Vegas, NV, August 2012

Comparison of K-means, Normal Mixtures and Probabilistic-D Clustering for B2B Segmentation using Customers’ Perceptions.. Users of SAS Software Conference (WSUS), Orlando, FL, August 2012

Restorative Treatment in the US: Is it considered as definitive or interim treatment?. National Oral Health Conference , Milwaukee, April 2012

Comparison of K-means, Normal Mixtures and Probabilistic-D Clustering for B2B Segmentation using Customers’ Perceptions.. JMP Discover Summit, Denver, CO, June 2011

Applying Strenths to the Workplace. Strengths Finder, UI/PBB, 2009

Understanding your Stregths. Strengths Finder, PC/PBB, 2009

Committees and professional service 
College Strategy Committee, 2012 - 2013
Dean's Advisory Council, 2011 - 2012
MBA Program Committee, 2011 - 2012
Promotion and Tenure Committee, 2010 - 2011