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 will serve a three-year term as Editor of the Journal of Consumer Research beginning in January 2021.
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.
Ph.D. Marketing University of Florida 1998
Area(s) of Expertise
Marketing of Technology, Innovation, Healthcare, COVID-19 Vaccine Promotion
- When Vaccine Apathy, Not Hesitancy, Drives Vaccine Disinterest , JAMA-JOURNAL OF THE AMERICAN MEDICAL ASSOCIATION (2021)
- The Doctor-of-the-Future Is In: Patient Responses to Disruptive Health-Care Innovations , Journal of the Association for Consumer Research (2019)
- A "good" new brand - What happens when new brands try to stand out through corporate social responsibility , JOURNAL OF BUSINESS RESEARCH (2018)
- A Case for Marketing in Medicine: Using Consumer Theory to Understand Patient Choice and Improve Patient Care , Health Management Policy and Innovation (2018)
- Motivating Change & Innovation: Getting people to try new things requires new tactics , Mapping Out Marketing: Navigation Lessons from the Ivory Trenches (2018)
- The efficacy of green package cues for mainstream versus niche brands how mainstream green brands can suffer at the shelf , Journal of Advertising Research (2018)
- The Psychology of Innovation , Journal of Consumer Research (2016)
- Looking innovative: Exploring the role of impression management in high-tech product adoption and use , Journal of Product Innovation Management (2013)
- The Value of Customer Recommendations , Spreadable Media: Creating Value and Meaning in a Networked Community (2013)
- Prone to progress: Using personality to identify supporters of innovative social entrepreneurship , Journal of Public Policy & Marketing (2012)
- Stacy Wood Encourages Public to Look Beyond Politics When Considering Vaccination (Feb. 19, 2021)
- Stacy Wood Sees Potential Public Distrust in Varying Vaccine Dosage Plans (Feb. 18, 2021)
- Stacy Wood’s Marketing Method to Promote COVID-19 Vaccinations (Jan. 28, 2021)
- Stacy Wood’s Tips to Healthcare Officials to Promote the COVID Vaccine (2021)
- Stacy Wood Discusses Consumer Anxiety on The State of Things (April 3, 2020)
- Stacy Wood on Creativity and Innovation: COVID-19’s Silver Lining (June 1, 2020)
- The Best Mousetrap Doesn’t Always Win (Summer 2018)