Dawn Iacobucci

Dawn Iacobucci

E. Bronson Ingram Professor of Management in Marketing

Research Interests/Areas of Expertise

Marketing research, customer perceptions, service quality, networks, mediation analysis

Subject Areas



Dawn helps students and corporations use marketing analytics to solve a variety of business problems.


Professor Iacobucci has consulted for top multi-national corporations, including Cisco, Merck, Yamaha, Procter & Gamble, and Hewlett-Packard.


Professor Iacobucci was the Editor for the Journal of Consumer Research and the Journal of Consumer Psychology. She also serves on the editorial boards of several journals. Dawn served as Senior Associate Dean at Owen from 2008 to 2010.


Dawn’s research has appeared in such leading publications as Harvard Business Review, Journal of Consumer Psychology, Marketing Science, Journal of Marketing, Journal of Marketing Research, Psychometrika, Journal of Applied Psychology, and Journal of Service Research. She has also published several books, including Marketing Management, currently in its fifth edition.


Dawn teaches the Marketing Management course within the Executive MBA program and the Marketing Models course for MBA students.

Research Interests

Professor Iacobucci conducts research on networks, customer satisfaction and service marketing, quantitative psychological research and high-dimensional data models. She builds “geeky” network models for large social networks, structural models for international databases on customer perceptions of value, and statistical tests for mediation analyses.



MTS, Theological Studies, Garrett Evangelical Theological Seminary

PhD, Quantitative Psychology, University of Illinois at Urbana-Champaign

MS, Statistics, University of Illinois at Urbana-Champaign

MA, Quantitative Psychology, University of Illinois at Urbana-Champaign

BS, University of Illinois at Urbana-Champaign

Select Publications




Iacobucci, Dawn (ed.) (2001), Journal of Consumer Psychology’s Special Issue on Methodological and Statistical Concerns of the Experimental Behavioral Researcher, 10 (1&2), Mahwah, NJ: Lawrence Erlbaum Associates.



Paper on B-Schools Rankings Data: Iacobucci, Dawn (2013), "A Psychometric Assessment of the Businessweek, U.S. News & World Report, and Financial Times Rankings of Business Schools' MBA Programs," Journal of Marketing Education, 35 (3), 204-219.




Üstüner, Tuba and Dawn Iacobucci (2012), "Does Intra-Organizational Network-Embeddedness Improve Salespeople’s Effectiveness? A Task Contingency Perspective," Journal of Personal Selling & Sale Management, 32 (2), 187-205.




Romàn, Sergio and Dawn Iacobucci (2010), "Antecedents and Consequences of Adaptive Selling Confidence and Behavior: A Dyadic Analysis of Salespeople and Their Customers," Journal of the Academy of Marketing Science, 38, 363-382.




Iacobucci, Dawn, and Stanley Wasserman (1988), "A General Framework for the Statistical Analysis of Sequential Dyadic Interaction Data," Psychological Bulletin, 103, 379-390. (I was networks before networks were cool!)



Iacobucci, Dawn, Neela Saldanha and Jane Xiaoyan Deng (2007), "A Meditation on Mediation: Evidence That Structural Equations Models Perform Better than Regressions," Journal of Consumer Psychology 17 (2), 140-154.



Iacobucci, Dawn (2012), “Mediation Analysis with Categorical Variables: The Final Frontier,” Journal of Consumer Psychology, 22 (4), 582-594.


Kusari, Sanjukta, Steve Hoeffler, and Dawn Iacobucci (2013), 'Trusting and Monitoring Business Partners throughout the Relationship Life Cycle," Journal of Business-to-Business Marketing 20, 119-138.



Iacobucci, Dawn, Steven S. Posavac, Frank R. Kardes, Matthew J. Schneider, and Deidre L. Popovich (2015), "Toward a More Nuanced Understanding of the Statistical Properties of a Median Split," Journal of Consumer Psychology, 25 (4), 652-665.


Iacobucci, Dawn, Steven S. Posavac, Frank R. Kardes, Matthew J. Schneider, and Deidre L. Popovich (2015), "The Median Split: Robust, Refined, and Revived," Journal of Consumer Psychology, 25 (4), 690-704.

temp post doc

Post-doc at Vanderbilt in Marketing