View CV
View Research Profile
David Hardesty is a University Research Professor and Gatton Endowed Chair. He has served as the department chair, director of the Behavioral Research Lab and director of graduate studies. Previously, he was a faculty member at the University of Miami and the University of Southern Mississippi. He has published in the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology and the Journal of Retailing among others. David’s research focuses on behavioral pricing, emotional intelligence, political ideology and measurement. He has current projects related to political ideology and price increases, tiered pricing, pricing and emotions, and sports betting. He is serving as an editor-in-chief of the Journal of Retailing. He also serves as an associate editor for the Journal of Marketing. In 2025 and 2023, he received lifetime achievement awards from the American Marketing Association Retail and Pricing Special Interest Group and for doctoral education at the Southeast Marketing Symposium. Recently, his paper entitled “Emotional Intelligence in Marketing Exchanges,” won the long-term impact award for the Sales Special Interest Group. David also has served on the Board of Trustees for Spindletop, is currently a high school tennis coach, has consulted with NASA and has served as an expert witness for scanner pricing accuracy.
