Alice Wang

Alice Wang is a Professor of Marketing and Henry B. Tippie Research Fellow at the Tippie College of Business, University of Iowa. She holds a PhD in Marketing from Northwestern University and has established herself as a leading scholar in consumer behavior, with a focus on vulnerable populations.

• PhD in Marketing, Northwestern University
• M Phil in Marketing, Hong Kong University of Science and Technology
• BA in English Literature, Nankai University
• BA in Economics, Nankai University

Her research centers on consumer well-being, particularly how loneliness, age, and social disadvantage influence decision-making. She investigates how firms and policymakers can support disadvantaged consumers through ethical marketing practices. Her work integrates psychological, social, and behavioral perspectives to understand consumption patterns in modern society.

The recent publications highlight a strong thematic focus on loneliness, moral identity, time perception, and new technologies like NFTs. Her research bridges fundamental consumer psychology with real-world applications, examining how emotional states, identity, and social context shape consumer choices. She frequently publishes in top journals such as Journal of Consumer Research and Management Science.

She has received numerous accolades including the Wendell Smith Award for Research Excellence, the Best Reviewer Award from the Journal of Consumer Psychology, and the David and Lois Gardner Faculty Award. She was recognized as a Distinguished Consortium Faculty by the Sheth Foundation multiple times.

Alice Wang has advised many PhD, Master’s, and undergraduate students on research and theses. She has secured multiple research grants from the Tippie College of Business and the University of Iowa, including the Tippie Research Excellence Grant and International Travel Grants. Her editorial service includes roles as Area Editor for the Journal of the Academy of Marketing Science and Editorial Board Member for the Journal of Consumer Psychology.

She is actively involved in research communities, presenting at major conferences such as the Association for Consumer Research and the Society for Consumer Psychology. Her current projects explore topics like psychological entitlement, NFTs, and gaming disorders.