Stacy Wood

Courses Taught

MBA 561 Consumer Behavior

Areas of Expertise

Behavioral elements of innovation; cognitive, emotional, and cultural means of motivating change; innovation strategy in STEM including healthcare, high tech, and engineering

Education

Ph.D., University of Florida, 1998

My Research

My research focuses on how consumers respond and adapt to change or innovation. This includes how individuals process new product information as well as their emotional and cultural reactions to innovations, trends, and rituals.

My projects explore topics such as new product design and investment, expert versus novice differences in product adoption, consumer responses to technology and medical innovations, patient experiences, the successful adoption of risky innovations, and the neuroscience of change behavior.

I have received 13 teaching awards at USC, Duke and NC State, including USC’s top university-wide undergraduate teaching award in 2007. I was also elected President of the Association of Consumer Research, serving as President-Elect in 2017, President in 2018, and Past-President in 2019.

Experience With Industry (and how it informs what I teach)

Recently, I’ve been working with NASCAR, which is an excellent example of complex innovations being well-managed. I’ve been developing new teaching materials to capture what I’ve learned and inviting members of this industry to share their experiences with students.