- Associate Professor Textiles, Merchandising & Fashion Design University of Nebraska–Lincoln
Work Gwendolyn A. Newkirk Human Sciences Building (GNHS) 205
Lincoln NE 68583-0802
Work 402-472-2911 On campus, dial 2-2911
My research consists of two interrelated threads. First, my research focuses on rural retail vitality and how small retailers utilize technologies and other resources to survive over time. This topic also involves the investigation of entrepreneurial ecosystems, as well as how to navigate the challenges encountered within the retail landscape. Second, my research focuses on the consumer and how consumers are socialized via technology and other influences (parents, friends, etc.) to consume a product. As a trained mixed methods researcher, I have studied these topics utilizing various mixed methods approaches, as well as through the use of Q methodology and pure quantitative or qualitative methods. The results and findings of these studies are beneficial to business owners, entrepreneurs, political leaders, marketers, and retailers, as they provide insight into the barriers retailers encounter and the underlying technological influences on consumers that retailers must consider to gain revenue.