Deidre Popovich

Deidre Popovich
Texas Tech University | TTU · Jerry S. Rawls College of Business Administration

Doctor of Philosophy

About

28
Publications
13,478
Reads
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911
Citations
Additional affiliations
September 2022 - present
Texas Tech University
Position
  • Professor (Associate)
June 2015 - September 2022
Texas Tech University
Position
  • Professor (Assistant)
July 2010 - May 2015
Emory University
Position
  • PhD Student
Education
May 2015
Emory University
Field of study
  • Marketing

Publications

Publications (28)
Article
Many consumer research and social science journals are increasingly urging behavioral researchers to submit effect sizes among their reported results. Yet most researchers are less familiar with effect sizes than with significance tests, even in choosing among them. This article clarifies the concepts, formulae, and appropriate usage of the “varian...
Article
Many online retailers enable consumers to postpone a purchase decision by placing a desired item onto an intermediate choice list, such as a wish list or saved-for-later list. This research demonstrates that using a list in this way decreases purchase intent for the wait-listed products, relative to the same choice made without the option to delay...
Article
Wish lists and other purchase delay devices have benefits for consumers and online retailers alike, but they also have some potential drawbacks. We show that wish lists are less likely to result in an eventual purchase. This is due to the way consumers consider product attributes differently when they are initially considering a purchase versus rev...
Article
Business angels are vital sources of funding for new ventures. Yet, acquiring business angel support is difficult. Typically organized in professional networks, business angels collectively evaluate and deliberate about new ventures to determine their worthiness of support. One factor deemed to be critical during this evaluation is market risk. Yet...
Article
Full-text available
The ability to use multi-method data is an increasingly desirable skill set for business practitioners. Projects that allow business students to practice mixed methods research create a valuable opportunity to improve work-readiness skills. This research tests the benefits of a mixed methods, client-based project, which was a collaborative effort b...
Article
Full-text available
The health care industry is complex, dynamic, and large. In such uncertain environments where a great deal of revenue is at stake, competition and comparative claims flourish. One such manifestation is hospital ratings systems. This research examines two influential hospital ratings to explore whether the hospital ratings of each system was straigh...
Chapter
As digitally driven marketing initiatives expand, it becomes increasingly imperative to integrate science, technology, engineering, and math (STEM) functions into marketing education to improve business processes. New product development (NPD) relies heavily on successfully incorporating both STEM and marketing perspectives. This research contribut...
Article
Full-text available
This research on social network measures of centrality (degree, closeness, betweenness, eigenvectors) examines: 1) among all the options, which centrality index should be used, 2) extracting more than one eigenvector will typically be more informative than current practices focusing only on the first, 3) instead of using point estimates for central...
Article
Full-text available
Studies of service learning suggest that students and instructors believe it benefits students. Nevertheless, the literature is still lacking in methods for assessing the effectiveness of service learning. This research helps fill this gap by developing, validating, and evaluating a service learning survey for a marketing research course (the MR-SL...
Article
Full-text available
This research examines four frequently used centrality indices—degree, closeness, betweenness, and eigenvectors—to understand the extent to which their clear theoretical distinctions are reflected in differences in empirical performance. Even for stylized networks in which one centrality index may seem more relevant than the others, the four indice...
Article
Full-text available
Among the many centrality indices used to detect structures of actors' positions in networks is the use of the first eigenvector of an adjacency matrix that captures the connections among the actors. This research considers the seeming pervasive current practice of using only the first eigenvector. It is shows that, as in other statistical applicat...
Conference Paper
Encouraging consumers to reflect on their attribute knowledge tends to reduce their confidence, which leads to more moderate (less extreme) product evaluations and influences consumer choice. The authors derive an explanation for this phenomenon by drawing on research on folk science and the illusion of explanatory depth.
Article
Full-text available
Purpose The purpose of this paper is to study the behavioral and lifestyle influences on reported calorie intake. Marketing segmentation techniques applied to self-reported food consumption can offer benefits to both health policy and marketing research. Design/methodology/approach The two-stage modeling process in this research determines importa...
Article
Full-text available
This research examines four frequently used centrality indices-degree, closeness, betweenness, and eigenvectors-to understand the extent to which their clear theoretical distinctions are reflected in differences in empirical performance. Even for stylized networks in which one centrality index may seem more relevant than the others, the four indice...
Article
Full-text available
In this article, we attempt to clarify our statements regarding the effects of mean centering. In a multiple regression with predictors A, B, and A × B (where A × B serves as an interaction term), mean centering A and B prior to computing the product term can clarify the regression coefficients (which is good) and the overall model fit R(2) will re...
Article
Full-text available
There seems to be confusion among researchers regarding whether it is good practice to center variables at their means prior to calculating a product term to estimate an interaction in a multiple regression model. Many researchers use mean centered variables because they believe it’s the thing to do or because reviewers ask them to, without quite u...
Article
Full-text available
Some behavioral researchers occasionally wish to conduct a median split on a continuous variable and use the result in subsequent modeling to facilitate analytic ease and communication clarity. Traditionally, this practice of dichotomization has been criticized for the resulting loss of information and reduction in power. More recently, this practi...
Article
Full-text available
In this rebuttal, we discuss the comments of Rucker, McShane, and Preacher (2015) and McClelland, Lynch, Irwin, Spiller, and Fitzsimons (2015). Both commentaries raise interesting points, and although both teams clearly put a lot of work into their papers, the bottom line is this: our research sets the record straight that median splits are perfect...
Article
Some behavioral researchers occasionally wish to conduct a median split on a continuous variable and use the result in subsequent modeling to facilitate analytic ease and communication clarity. Traditionally, this practice of dichotomization has been criticized for the resulting loss of information and reduction in power. More recently, this practi...
Article
In this rebuttal, we discuss the comments of Rucker, McShane, and Preacher (2015) and McClelland, Lynch, Irwin, Spiller, and Fitzsimons (2015). Both commentaries raise interesting points, and although both teams clearly put a lot of work into their papers, the bottom line is this: our research sets the record straight that median splits are perfect...
Article
Full-text available
For the behavioral marketing scholar, experimentation and the analysis of variance are among the most important and frequently relied upon tools of the trade, and many useful texts exist to guide researchers on these topics. This monograph is intended to be a supplemental resource and a helpful guide for conducting three essential analytical techni...
Conference Paper
Many online retailers enable consumers to postpone a purchase by placing a desired item onto a wish list. We propose that a wish list partitions a unitary purchase decision into a two-stage choice. Data obtained from five experiments lend support for the theory and empirical predictions advanced in this paper.
Conference Paper
Two models provide evidence for behavioral and lifestyle factors contributing to daily calorie intake using national dietary panel data. Building on literature pertaining to self-control and restrained eating, the analysis describes the nature of the relationship between behavioral, lifestyle, and socio-demographic variables that lead to difference...
Thesis
This study examined role conflict that employees encountered most frequently in the workplace and whether or not they shared similar role conflict experiences with one another. Specifically, this study examined five distinct types of role conflict, the contributing circumstances and situations of those types of role conflict, and the strategies use...

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