William Hedgcock

William Hedgcock is a Professor in the Marketing Department at the Carlson School of Management at the University of Minnesota. His teaching and research focus on consumer behavior and the neuroscience of choice. 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. 

Previously, Hedgcock was an Associate Professor and Director of the Marketing PhD Program at the Tippie College of Business at the University of Iowa. He received a PhD from Minnesota Carlson in 2008.