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About Dan
Daniel Sheehan serves as Department Chair and holder of the Garvice D. Kincaid Professorship in the Department of Marketing and Supply Chain at the University of Kentucky's Gatton College of Business and Economics. He earned a PhD in Marketing from the Georgia Institute of Technology in 2015 and a Bachelor of Science in Marketing Management, cum laude, from Virginia Polytechnic Institute and State University in 2001. Sheehan joined the faculty at the University of Kentucky in 2015 as an Assistant Professor, advancing to Associate Professor with tenure in 2021. Since 2019, he has directed the Gatton Behavioral Research Lab, and he assumed the role of Interim Department Chair in July 2024.
Sheehan's research examines consumer psychology and decision making in sequential choice environments, including context effects, in-store decision-making, mental accounting, self-identity, branding, and social media. He applies psychological and economic principles to understand how prior behaviors shape consumer judgments and decisions, utilizing laboratory experiments, field studies, and secondary data. Notable publications include 'In-Store Spending Dynamics: How Budgets Invert Relative Spending Patterns' in the Journal of Consumer Research (2018), 'When Is HILO Low? Price Image Formation Based on Frequency versus Depth Pricing Strategies' in the Journal of Consumer Research (2022), 'Saving Yourself: How Identity Relevance Influences Product Usage' in the Journal of Consumer Research (2020), 'Isolating Price Promotions: The Influence of Promotional Timing on Promotion Redemption' in the Journal of the Association for Consumer Research (2021), and 'Discount Dynamics: Consumer Reactions to Price Discounts across a Shopping Experience' in the Journal of Retailing and Consumer Services (2019). Forthcoming research features 'The Taguchi Approach to Large-Scale Experimental Designs: A Powerful and Efficient Tool for Advancing Marketing Theory and Practice' in the Journal of the Academy of Marketing Science (2025). Sheehan was selected as an AMA-Sheth Foundation Doctoral Consortium Fellow in 2011 and received the departmental Teaching Excellence Award.