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Poole College of Management

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Heather Dretsch

Assistant Professor of Marketing

Department of Business Management

Nelson Hall 2316

919.515.7680

Awards & Honors

Marvin A. Jolson Outstanding Marketing Doctoral Student Award, Robert H. Smith School of Business, 2012

Top 15% Teaching Award, Robert H. Smith School of Business, 2010–2011

CV

View CV

Education

Ph.D., Marketing, University of Maryland (2014)

Area(s) of Expertise

Consumer Behavior

Research Publications

  • Catalina E. Kopetz, Arie W. Kruglanski, Zachary G. Arens, Jordan Etkin, and Heather M. Johnson (2012), “The Dynamics of Consumer Behavior: A Goal Systemic Perspective,” Journal of Consumer Psychology, 22 (2), 208?23.
  • Heather Johnson Dretsch and Amna Kirmani (2015), “Hearing their Voice: When Brand Co-Creation Leads to Social Brand Engagement,” Consumer Psychology in a Social Media World, Routledge, Editors Claudiu V. Dimofte, Curtis P. Haugtvedt, and Richard F. Yalch.