Courses Taught

MBA 561 Consumer Behavior
MBA 590 Marketing Consulting Practicum

Areas of Expertise

• Behavioral elements of innovation
• Cognitive, emotional, and cultural means of motivating change
• Innovation strategy in STEM (healthcare, high tech, engineering)

Education

• Ph.D., University of Florida 

Notable Accolades

• 13 teaching awards (USC, Duke, NC State)
• President, Association for Consumer Research (2018)
• Editor, Journal of Consumer Research (2020–2025)
• H. Paul Root Award (for significant contribution to marketing practice)
• Louis W. Stern Award (for contributions to marketing and channels distribution literature)

Teaching and Student Engagement

Wood’s teaching philosophy blends academic theory with real-world problems, preparing students for dynamic markets. She previously led the Consumer Innovation Collaborative (CIC) at Poole College from 2012–2019, where MBA and interdisciplinary students worked on consumer research projects for Fortune 500 companies. She applies an apprentice-style learning model in her classes, mentoring students through every stage of research, from literature reviews to final presentations. This immersive approach equips students with practical, high-level research skills and the confidence to tackle real-world challenges.

Research and Industry Contributions

Dr. Wood’s research explores consumer responses to innovation, including how individuals process new product information and their emotional and cultural reactions. Her work spans diverse industries and partners—from the World Bank (global vaccination adoption) and NASCAR (corporate agility) to ongoing projects with New Zealand healthcare using AI to improve rural patient care. She has also studied market security for coastal seafood producers and the emerging space economy.

Her scholarship has appeared in leading marketing journals such as 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. Her work has also been published in top medical journals, including New England Journal of Medicine, Journal of the American Medical Association, and British Medical Journal.

Beyond academia, Dr. Wood consults with Fortune 500 companies, government agencies, and organizations like the World Bank, helping to translate complex behavioral economics and marketing theory into actionable strategies for innovation and market adaptation.

Why Poole College?

Dr. Wood joined NC State and Poole College in 2010, inspired by the opportunity to establish a new model of interdisciplinary consumer innovation research. She valued the college’s commitment to impacting North Carolina’s economy, its students, and corporate outreach. This support enabled her to launch the Consumer Innovation Collaborative (CIC), which built academic-corporate partnerships and distinctive student experiences. She also continues to serve as an affiliated scholar at the Duke University School of Medicine.