 
 William Hedgcock, a recent graduate of PhD program in the marketing department, came to the Carlson School after earning BA degrees in economics and psychology at Macalester College. Before entering the program, Hedgcock worked for many years with companies like Visa USA, Great Clips, Radisson Hotels, Country Inns and Suites, TGI Fridays, and DriSteem Humidifier Company designing and implementing marketing promotions and consumer loyalty programs. His research utilizes brain activation data from functional MRI and magnetoencephalography (MEG) as well as response time and self-reported preferences to study choice and consumer behavior. Hedgcock's work has been presented at many conferences including Judgment and Decision Making 2004 and 2005, Haring Symposium 2005, Association for Consumer Research 2005, and Cognitive Neuroscience Society 2006. Hedgcock was an AMA-Sheth Doctoral Consortium fellow in 2007. He recently received a National Science Foundation doctoral dissertation grant for "Essays on the Neural Basis of Consumer Choice" and a 2007-2008 University of Minnesota Doctoral Dissertation Fellowship. Hedgcock has accepted a position as an Assistant Professor at the Tippie School of Management at the University of Iowa.
|
  |
Research Interests:
- Decision Neuroscience
- Judgment and Decision Making
- Context Effects
- Framing
- Consumer Behavior
Projects:
- "Trade-off Aversion as an Explanation for the Attraction Effect: A functional Magnetic Resonance Imaging Study," William Hedgcock and Akshay R. Rao, Journal of Marketing Research (forthcoming).
- "Could Ralph Nader's Entrance and Exit Have Helped Al Gore? The Impact of Decoy Dynamics on Consumer Choice," William Hedgcock, Akshay R. Rao, and Haipeng (Allan) Chen, Journal of Marketing Research (forthcoming).
- “Regulatory Resource Depletion and the Attraction Effect.” Status: Behavioral data collection complete. fMRI data collection in progress.
- “Cognitive Interactions During the Attraction Effect,” William Hedgcock, Apostolos Georgopoulos, and Antonio Fortes. Status: Behavioral data collection complete. Initial magnetoencephalography (MEG) data collection complete. Data analysis in progress.
- “Valence Asymmetries in Preference,” Selin Malkoc, Steve Hoeffler, and William Hedgcock. Status: Data for two studies collected. Currently collecting data for final study.
- “fMRI Study of Positive and Negative Framing.” Status: Behavioral data collection complete. fMRI data collection in progress.
|
 |
William Hedgcock, Ph.D.
University of Iowa, Tippie School of Management
S252 Pappajohn Business Building
Iowa City, IA 52242
(319) 335-0894, fax (319) 335-3690
william-hedgcock@uiowa.edu |
|
