Stacy Wood

Education

Ph.D., University of Florida, 1998

Courses taught

MBA 561: Consumer Behavior

Area(s) of focus/expertise

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

Research interests

My research focuses on how marketplace stakeholders (consumers, firms, policy makers, employees, doctors/patients, sports fans, and more) respond and adapt to change or innovation. This applies both to individuals’ processing of new product information as well as emotional or cultural reactions to new innovations, trends, or rituals. Specifically, I enjoy investigating when people don’t want to change despite logical reasons for them to do so.

Recent research

International lessons learned about consumer behavior in a crisis 

• (https://doi.org/10.1177/1069031X221096746)

Promoting the novel Covid vaccination as a new product 

• (https://www.nejm.org/doi/10.1056/NEJMms2033790)
• (https://jamanetwork.com/journals/jama/fullarticle/2780792)
• (https://gh.bmj.com/content/6/10/e006066)

Past research

Please see the Google Scholar site

•  (https://scholar.google.com/citations?user=i5s6XbIAAAAJ&hl=en)

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 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.