Vicki McCracken

Dr. Vicki McCracken is an accomplished academic and administrator at Washington State University (WSU), serving as a Professor in the School of Economic Sciences and Department of Agricultural Economics since 2007. She has held key administrative roles, including Associate Dean (2000–2007), Chair of Apparel Merchandising Design and Textiles (2017–present), and various interim and permanent directorships in academic and agricultural programs.

Her education includes a PhD and MS in Agricultural Economics from Purdue University (1984, 1981) and a BA in Economics and Home Economics from Indiana University (1978). She has extensive experience in research and teaching, highlighted by awards such as the WSU Sahlin Leadership Award (2015) and recognition as a Western Agricultural Economics Association Fellow (2017).

McCracken’s research focuses on agricultural economics, consumer behavior, and market dynamics across sectors like apparel, food, and horticulture. She explores trait prioritization in fruit breeding programs, cost-benefit analyses of biotechnology adoption, and the role of social media in fashion marketing. Her work also addresses socioeconomic challenges in crop production, food distribution systems, and rural transportation policy.

Her articles reflect a consistent emphasis on bridging scientific advancements (e.g., DNA-informed breeding) with practical economic outcomes, alongside analyzing consumer preferences for fruit quality and the effects of social media on brand equity. She has contributed to interdisciplinary initiatives, such as the Impact Center and Transportation Research Group at WSU.

McCracken has received accolades for teaching and leadership, including the R.M. Wade Outstanding Teacher Award (1991) and membership in prestigious organizations like Phi Beta Kappa and Sigma Xi. She has advised numerous graduate programs and led grants, including the W.K. Kellogg Foundation Collaborative Efforts as Project Director (1999–2004).