William Hedgcock

William Hedgcock

Associate Professor


  • BA 1996
    Economics Macalester College
  • BA 1996
    Psychology Macalester College
  • Ph.D. 2008
    Business University of Minnesota


  • Neuromarketing
  • Decision Neuroscience
  • Judgment and Decision Making
  • Choice Biases
  • Decision Making in Aging


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.

Selected Works & Activities

  • Journal Articles
    Luangrath, A. W., Peck, J., Hedgcock, W., & Xu, Y. (2022), “Observing Product Touch: The Vicarious Haptic Effect in Digital Marketing and Virtual Reality,” Journal of Marketing Research.
  • Journal Articles
    Hedgcock, W. M., Luangrath, A. W., & Webster, R. (2021), “Counterfactual thinking and facial expressions among Olympic medalists: A conceptual replication of Medvec, Madey, and Gilovich’s (1995) findings,” Journal of Experimental Psychology: General.
  • Journal Articles
    Halfmann, K., Hedgcock, W., & Denburg, N. L. (2021), “Neural correlates of cognitive reappraisal of positive and negative affect in older adults,” Aging & Mental Health, 25(1), 126-133.
  • Journal Articles
    Park, J., Lu, F., and Hedgcock, W. (2017), “Relative Effects of Forward and Backward Planning on Goal Pursuit,” Psychological Science, 28(11), 1620-1630.
  • Journal Articles
    Hedgcock, W., Rao, R., and Chen, A. (2016), “Choosing to Choose: The Effects of Decoys and Prior Choice on Deferral,” Management Science, 62(10), 2952-2976.
  • Journal Articles
    Park, J. and Hedgcock, W. (2016), “Thinking Concretely or Abstractly: The Influence of Fit between Goal Progress and Goal Construal on Subsequent Self-Regulation,” Journal of Consumer Psychology, 26(3), 395-409.

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