[Rawls College of Business]
[Deidre Popovich]

Associate Professor of Marketing
Texas Tech University
Rawls College of Business
Affiliated Faculty, Market Impact Hub
Co-Director, HealthCARE Lab


Current CV (pdf)

Brief Bio

Deidre Popovich is an Associate Professor of Marketing in the Rawls College of Business at Texas Tech University. She earned a Ph.D. in marketing from Emory University, MBA from Vanderbilt University, MA from Michigan State University (Go Spartans!), and a BA from Western Michigan University. Her research focuses on consumer psychology, including how decision contexts and information cues can influence consumer decision-making, health, and well-being. Her research has appeared in journals such as the Journal of Consumer Psychology, Journal of Retailing, Journal of Public Policy & Marketing, Behavior Research Methods, and Medical Decision Making, among others. She serves on the editorial review boards for the Journal of Public Policy & Marketing and the Responsible Research in Business and Management (RRBM) program. Her previous industry experience includes working as a marketing research manager for a national nonprofit organization and as a strategy consultant for a top-ten healthcare consulting firm.

Academic Background

Research Interests

  • Consumer Behavior
  • Decision-Making
  • Health
  • Methodology

Selected Consulting Clients

  • SS+K, New York, NY
  • Maimonides Medical Center, Brooklyn, NY
  • Covenant Children's Hospital, Lubbock, TX
  • Vanderbilt Children's Hospital, Nashville, TN

Professional Experience

  • Associate Strategy Consultant, Quorum Health Resources
  • Marketing Research Manager, NFIB
  • Statistical Analyst, Tennessee Dept. of Health
  • Associate Investigator, Center of Excellence for Research & Policy, TSU