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Promoting change in the real world is tough. Dr. Wood takes a behavioral approach to increase the success of innovations, both in how firms design new products and services and how end-users discover, understand, adopt, and adapt to new things. 

Innovation is of broad importance. This has allowed Dr. Wood to study change behavior in diverse and fascinating industries—she has worked with the World Bank on global vaccination adoption and with NASCAR on corporate agility in innovation. Upcoming projects look at building market security for coastal seafood producers and the understanding the lack of security in the emerging space economy. For the last several years, Dr. Wood has been working with New Zealand healthcare to design and test AI tools that can improve patient experience and provide better care to rural areas.

Her research has developed our knowledge of consumer-centric innovation, appearing in top marketing journals: 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. She gives talks on consumer-centric innovation all over the world.

Dr. Wood’s research has also appeared in top medical journals: New England Journal of Medicine (NEJM), Journal of the American Medical Association (JAMA), and the British Medical Journal. Few scholars have succeeded in publishing at this level in marketing and in medicine.

Dr. Wood was president of the Association for Consumer Research in 2018. She served a four-year term as Editor of the Journal of Consumer Research from 2020-2025.

Dr. Wood joined the NC State Poole College of Management in 2010, having previously taught at the University of South Carolina, with sabbaticals at Duke and MIT. 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 served as the Executive Director for the Center for Neuroeconomic Research while at USC, an affiliated faculty member of MIT’s Convergence Culture Consortium, the Executive Director of the Consumer Innovation Collaborative at NCSU from 2012-2019 and continues to serve as an affiliated scholar at the Duke University School of Medicine.

Follow Stacy Wood on LinkedIn:  ProfStacyWood

Follow Dr. Stacy Wood on Twitter @DrStacyWood.

Area(s) of Expertise

Marketing of Technology, Innovation, Healthcare, COVID-19 Vaccine Promotion

Publications

• Comments on “AI and the advent of the cyborg behavioral scientist” , Journal of Consumer Psychology (2025)
• 50 Years of JCR , Journal of Consumer Research (2024)
• Not-so-speedy delivery: Should retailers use discounts or donations to incentivize consumers to choose delayed delivery? , Journal of Retailing (2024)
• The Digitally Enabled Care Framework: Leveraging Technology to Enhance the Physician–Patient Relationship , NEJM Catalyst (2024)
• The Future of Consumer Research Methods: Lessons of a Prospective Retrospective , Journal of Consumer Research (2024)
• Will We Be the Last Human Editors of JCR? , Journal of Consumer Research (2024)
• In-Hospital Code Status Updates: Trends Over Time and the Impact of COVID-19 , American Journal of Hospice and Palliative Medicine® (2023)
• How Consumers Behave in a Crisis: International Lessons (and Innovations) from COVID-19 , Journal of International Marketing (2022)
• Beyond Politics — Promoting Covid-19 Vaccination in the United States , New England Journal of Medicine (2021)
• Novel strategies to support global promotion of COVID-19 vaccination , BMJ Global Health (2021)