- Lubar Hall N367
- Assistant Professor, Marketing
- V. Kanti Prasad Junior Faculty Scholar
PhD, Marketing with a Minor in Psychology, Rutgers University
MS, Interdisciplinary Studies - Consumer Psychology, DePaul University
BA, Psychology and Sociology, Indiana University
Areas of Expertise
Tracy’s research focuses on the self-concept, specifically how being identified in the marketplace impacts consumption response. She explores how identity discrepancies as well as consistencies impact product perception and consumption behavior. Currently, Tracy is investigating how the self-concept impacts consumers’ self-regulation, tendency toward immoral and moral consumption, and responses to attempts at persuasion.
Some of Tracy’s work has been published in Journal of Consumer Behaviour and in Current Opinion in Psychology. Tracy has presented her work at the Association for Consumer Research, the Society for Business Ethics, and the Association for Psychological Science Annual Convention. She is also a member of the Association for Consumer Research and the Society for Consumer Psychology.