Biosciences Graduate Program

William M. Hedgcock, BA, PhD


Assistant Professor of Marketing

Contact Information

Office: W270 PBB
Iowa City, IA 52242
Phone: 319-335-094

Web: More About Dr. Hedgcock - Related Websites and Resources


BA, Economics and Psychology, Macalester College
PhD, Marketing, University of Minnesota

Education/Training Program Affiliations

Interdisciplinary Graduate Program in Neuroscience

Research Summary

My research investigates decision making. I focus on instances when people make decisions that violate standard economic assumptions or that are otherwise suboptimal. I use a range of techniques from simple paper and pencil surveys to functional magnetic resonance imaging (fMRI), magnetoencephalography (MEG), response time recording, and eye-tracking in an effort to document and explain why these behaviors occur. Recently, I have been examining how aging affects decision making.

Date Last Modified: 10/09/2015 - 15:23:31