{"id":225774,"date":"2026-07-23T23:02:05","date_gmt":"2026-07-24T03:02:05","guid":{"rendered":"https:\/\/poole.ncsu.edu\/news\/?p=225774"},"modified":"2026-07-24T14:51:16","modified_gmt":"2026-07-24T18:51:16","slug":"from-marketing-to-medicine-stacy-wood-connects-research-and-real-world-impact","status":"publish","type":"post","link":"https:\/\/poole.ncsu.edu\/news\/2026\/07\/23\/from-marketing-to-medicine-stacy-wood-connects-research-and-real-world-impact\/","title":{"rendered":"From Marketing to Medicine: Stacy Wood Connects Research and Real-World Impact"},"content":{"rendered":"\n\n\n\n\n

Many people are exposed to \u2014 and motivated by \u2014 marketing about a hyped event such as the World Cup. But Poole College professor Stacy Wood<\/a> is exploring new realms with her scholarship, applying marketing strategies to both consumer-product innovation and patient-centered health care.  <\/p>\n\n\n\n

As Wood shares her research with MBA students in her consumer behavior course, they experience a more real-world-focused class, and they learn to leverage their knowledge in their professional and personal lives. <\/p>\n\n\n\n

\u201cIt makes for a more engaged classroom because it\u2019s highly relevant,\u201d says Wood, Langdon Distinguished University Professor of Marketing. \u201cThese things really resonate with students \u2026They like feeling that they can understand this and can apply it anywhere.\u201d<\/p>\n\n\n\n

Wood\u2019s research in consumer innovation initially was devoted to how companies design and launch new services and products and how people respond to and adopt the changes. Her work has broadened to include change-behavior marketing in medical care and other diverse fields. <\/p>\n\n\n\n

She collects research data using various methods, including analytical and mathematical models, people\u2019s biographical information, MRI scans that measure brain activity, and psychological experiments. <\/p>\n\n\n\n

\u201cIt\u2019s really easy to show how the things we find out in my field have incredibly relevant, meaningful, global impact,\u201d she says. <\/p>\n\n\n

\n
\n

\u201cIt\u2019s really easy to show how the things we find out in my field have incredibly relevant, meaningful, global impact.”<\/p>\n <\/div>\n<\/blockquote>\n\n\n\n

The impact is reinforced in health care. As medicine has become more personalized, \u201cResearch in consumer behavior is often very applicable to patient-centered decision-making,\u201d Wood says. She has distinguished herself as one of few scholars to publish work in both top-tier marketing and medical journals. <\/p>\n\n\n\n

A past president of the Association for Consumer Research, she speaks around the world on consumer-focused innovation. She also is former editor of the Journal of Consumer Research <\/em>and former executive director of NC State\u2019s Consumer Innovation Collaborative.<\/p>\n\n\n\n

Her scholarship in the medical field includes giving talks at hospitals and medical schools about how to apply marketing principles to new health technologies. Her time at medical institutions \u201cis like going out into the larger societal classroom,\u201d Wood says. \u201cIt\u2019s one way the real world becomes my classroom.\u201d<\/p>\n\n\n\n

The health care exposure benefits her MBA students, too.<\/p>\n\n\n\n

\u201cI am listened to and heard as a teacher at Poole College partly because my expertise is acknowledged outside NC State,\u201d Wood says. <\/p>\n\n\n\n

Poole students respond passionately to her health care scholarship, which centers on AI\u2019s use in medicine. \u201cStudents are incredibly engaged talking about their own medical experiences. They want to share what\u2019s happened to them,\u201d she says. <\/p>\n\n\n\n

Wood\u2019s class has provided a direct link to transformative changes professionally and personally for students. Some use their insights to inform their health care decisions.   <\/p>\n\n\n

\n
\n

\u201cI am listened to and heard as a teacher at Poole College partly because my expertise is acknowledged outside NC State.\u201d<\/p>\n <\/div>\n<\/blockquote>\n\n\n\n

One student did research with Wood for Cisco, work so valuable that the company created a full-time consumer insights research role for the student after graduation.\u00a0\u00a0<\/p>\n\n\n\n

At a job interview with a different business, another student focused on what he\u2019d learned about consumer research and was hired for a marketing analytics role with the company.   <\/p>\n\n\n\n

\u201cThey realize it helps in an interview to talk about something they learned in my class and to cite an author and paper,\u201d Wood says. \u201cThey show how that builds unique knowledge for them as an employee \u2026 Sometimes they\u2019re surprised by the strength of their own knowledge.\u201d<\/p>\n","protected":false,"raw":"\n\n\n\n\n

Many people are exposed to \u2014 and motivated by \u2014 marketing about a hyped event such as the World Cup. But Poole College professor Stacy Wood<\/a> is exploring new realms with her scholarship, applying marketing strategies to both consumer-product innovation and patient-centered health care.  <\/p>\n\n\n\n

As Wood shares her research with MBA students in her consumer behavior course, they experience a more real-world-focused class, and they learn to leverage their knowledge in their professional and personal lives. <\/p>\n\n\n\n

\u201cIt makes for a more engaged classroom because it\u2019s highly relevant,\u201d says Wood, Langdon Distinguished University Professor of Marketing. \u201cThese things really resonate with students \u2026They like feeling that they can understand this and can apply it anywhere.\u201d<\/p>\n\n\n\n

Wood\u2019s research in consumer innovation initially was devoted to how companies design and launch new services and products and how people respond to and adopt the changes. Her work has broadened to include change-behavior marketing in medical care and other diverse fields. <\/p>\n\n\n\n

She collects research data using various methods, including analytical and mathematical models, people\u2019s biographical information, MRI scans that measure brain activity, and psychological experiments. <\/p>\n\n\n\n

\u201cIt\u2019s really easy to show how the things we find out in my field have incredibly relevant, meaningful, global impact,\u201d she says. <\/p>\n\n\n\n\n\n

The impact is reinforced in health care. As medicine has become more personalized, \u201cResearch in consumer behavior is often very applicable to patient-centered decision-making,\u201d Wood says. She has distinguished herself as one of few scholars to publish work in both top-tier marketing and medical journals. <\/p>\n\n\n\n

A past president of the Association for Consumer Research, she speaks around the world on consumer-focused innovation. She also is former editor of the Journal of Consumer Research <\/em>and former executive director of NC State\u2019s Consumer Innovation Collaborative.<\/p>\n\n\n\n

Her scholarship in the medical field includes giving talks at hospitals and medical schools about how to apply marketing principles to new health technologies. Her time at medical institutions \u201cis like going out into the larger societal classroom,\u201d Wood says. \u201cIt\u2019s one way the real world becomes my classroom.\u201d<\/p>\n\n\n\n

The health care exposure benefits her MBA students, too.<\/p>\n\n\n\n

\u201cI am listened to and heard as a teacher at Poole College partly because my expertise is acknowledged outside NC State,\u201d Wood says. <\/p>\n\n\n\n

Poole students respond passionately to her health care scholarship, which centers on AI\u2019s use in medicine. \u201cStudents are incredibly engaged talking about their own medical experiences. They want to share what\u2019s happened to them,\u201d she says. <\/p>\n\n\n\n

Wood\u2019s class has provided a direct link to transformative changes professionally and personally for students. Some use their insights to inform their health care decisions.   <\/p>\n\n\n\n\n\n

One student did research with Wood for Cisco, work so valuable that the company created a full-time consumer insights research role for the student after graduation.\u00a0\u00a0<\/p>\n\n\n\n

At a job interview with a different business, another student focused on what he\u2019d learned about consumer research and was hired for a marketing analytics role with the company.   <\/p>\n\n\n\n

\u201cThey realize it helps in an interview to talk about something they learned in my class and to cite an author and paper,\u201d Wood says. \u201cThey show how that builds unique knowledge for them as an employee \u2026 Sometimes they\u2019re surprised by the strength of their own knowledge.\u201d<\/p>\n"},"excerpt":{"rendered":"

Wood’s pioneering research links consumer behavior with patient-centered healthcare, giving students a firsthand look at how marketing principles can improve lives far beyond the marketplace.<\/p>\n","protected":false},"author":39405,"featured_media":1990,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"source":"","ncst_custom_author":"Jess Clarke","ncst_show_custom_author":true,"ncst_dynamicHeaderBlockName":"ncst\/default-post-header","ncst_dynamicHeaderData":"{\"caption\":\"Stacy Wood is the Langdon Distinguished University Professor of Marketing at NC State's Poole College of Management. \",\"displayCategoryID\":136,\"showAuthor\":true,\"showDate\":true,\"showFeaturedVideo\":false,\"subtitle\":\"Wood's pioneering research links consumer behavior with patient-centered healthcare, giving students a firsthand look at how marketing principles can improve lives far beyond the marketplace.\"}","ncst_content_audit_freq":"","ncst_content_audit_date":"","ncst_content_audit_display":false,"ncst_backToTopFlag":"","footnotes":""},"categories":[28,2149,286,136],"tags":[166,1372,240],"_ncst_magazine_issue":[],"class_list":["post-225774","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-faculty-and-staff","category-marketing","category-newswire","category-research","tag-marketing","tag-research-impact-in-the-classroom","tag-stacy-wood"],"displayCategory":{"term_id":136,"name":"Research and Innovation","slug":"research","term_group":0,"term_taxonomy_id":136,"taxonomy":"category","description":"","parent":0,"count":181,"filter":"raw"},"acf":{"ncst_posts_meta_modified_date":null},"_links":{"self":[{"href":"https:\/\/poole.ncsu.edu\/news\/wp-json\/wp\/v2\/posts\/225774","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/poole.ncsu.edu\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/poole.ncsu.edu\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/poole.ncsu.edu\/news\/wp-json\/wp\/v2\/users\/39405"}],"replies":[{"embeddable":true,"href":"https:\/\/poole.ncsu.edu\/news\/wp-json\/wp\/v2\/comments?post=225774"}],"version-history":[{"count":10,"href":"https:\/\/poole.ncsu.edu\/news\/wp-json\/wp\/v2\/posts\/225774\/revisions"}],"predecessor-version":[{"id":227907,"href":"https:\/\/poole.ncsu.edu\/news\/wp-json\/wp\/v2\/posts\/225774\/revisions\/227907"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/poole.ncsu.edu\/news\/wp-json\/wp\/v2\/media\/1990"}],"wp:attachment":[{"href":"https:\/\/poole.ncsu.edu\/news\/wp-json\/wp\/v2\/media?parent=225774"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/poole.ncsu.edu\/news\/wp-json\/wp\/v2\/categories?post=225774"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/poole.ncsu.edu\/news\/wp-json\/wp\/v2\/tags?post=225774"},{"taxonomy":"_ncst_magazine_issue","embeddable":true,"href":"https:\/\/poole.ncsu.edu\/news\/wp-json\/wp\/v2\/_ncst_magazine_issue?post=225774"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}