Deidre Popovich is an Assistant Professor of Marketing in the Rawls College of Business at Texas Tech University. She earned a Ph.D. in Marketing from Emory University and an MBA from Vanderbilt University. Her research focuses on consumer psychology, including how decision contexts and information cues can influence consumer decision-making and self-control. 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.