Langdon Distinguished University Professor of Marketing
Executive Director, Consumer Innovation Consortium
Nelson Hall 2328
University of Florida,
Department and Affiliations
Business Management, MBA
Dr. Wood’s research focuses on how consumers 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. Current projects include investigations of new product design and investment, expert/novice differences in new product adoption, consumer response to technology innovations, medical innovations and patient experience, successful adoption of risky innovations, and the neuroscience of change behavior. Her research has appeared in Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, Journal of Advertising Research, Journal of Product Innovation Management, and Journal of Retailing.
Dr. Wood joined the NC State Poole College of Management in 2010. Previously, she was a recipient of the 1997 H. Paul Root Award for the article published in Journal of Marketing that “made the most significant contribution to the advancement of marketing practice,” the 2005 Lewis Stern Award (AMA) for best paper in marketing and channels, and a runner-up for the 2010 Park Prize for best paper in JCP. Dr. Wood has won 13 teaching awards at USC, Duke, and NC State, including USC’s top university-wide undergraduate teaching award in 2007. Dr. Wood was recently elected President of the Association of Consumer Research, serving as President-Elect in 2017, President in 2018, and Past-President in 2019.
Dr. Wood served as the Executive Director for the Center for Neuroeconomic Research while at USC and is an affiliated faculty member of MIT’s Convergence Culture Consortium and an affiliated scholar at the School of Medicine and the Fuqua School of Business at Duke University.