William Hedgcock

William Hedgcock is an Associate Professor in the Marketing Department at the University of Minnesota, Carlson School of Management. His teaching and research focus on consumer behavior and the neuroscience of choice. Professor Hedgcock’s research utilizes a range of techniques from simple paper and pencil preference questionnaires to physiological measures (e.g., facial expressions, heart rate, eye tracking, skin conductance) and functional brain imaging. His primary research stream involves identifying decision biases and the physiological and neural correlates of these biases. He has published in journals such as the Journal of Marketing Research, Neuropsychology, Management Science, Psychological Science, and the Journal of Consumer Psychology. 

Prior to Carlson, Professor Hedgcock was an Associate Professor and Director of the Marketing PhD Program at the University of Iowa, Tippie College of Business. He received his Ph.D. from the University of Minnesota, Carlson School of Management in 2008.