David Hardesty PhD
Professor, University Research Professor
David M. Hardesty is Carol Martin Gatton Endowed Chair of Marketing and serves as the Director of the Masters in Marketing. He has also served as the Director of the Behavioral Research Lab. Previously, he was a faculty member at the University of Miami and the University of Southern Mississippi. He has published in journals such as the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Retailing, Journal of Business Research, Journal of Advertising, and the Journal of Public Policy & Marketing.
David’s research focuses on the behavioral aspects of pricing, emotional intelligence, knowledge, political ideology, and measurement. He serves as an associate editor for the Journal of Retailing. He is also on the editorial review boards for the Journal of Consumer Research and the Journal of Marketing Research. He won a Best Reviewer award for the Journal of Retailing in 2008 and 2015. He also co-edited special issues focused on pricing for the Journal of Retailing in 2009 as well as the Journal of the Association for Consumer Research in 2020. David’s main teaching interests are Marketing Research and Consumer Behavior. David was named a University Research Professor in 2017 and won the 2011 Robertson Outstanding Gatton Faculty Research Award. He was named the most outstanding faculty member in the MBA program at UK in 2007 and received the Bell South Outstanding Professor Award in the College of Business at the University of Southern Mississippi in 2001. David also has served on the Board of Trustees for The Club at Spindletop, been an assistant high school tennis coach and has consulted with the Promotional Products Association International as well as NASA.