Pat Huddleston

Patricia Huddleston is a professor of retailing in the Department of Advertising + Public Relations and Director of the Information and Media Ph.D. program at Michigan State University. She earned her Ph.D. from the University of Tennessee-Knoxville. She is a Research Council Member with the Anticounterfeiting and Product Protection Center (ACAPP). She teaches consumer behavior, retail strategy, and strategic brand communication courses.

Her current research focuses on eye-tracking to evaluate consumer information processing of point-of-purchase retail display elements (e.g., signage, price) and how these elements motivate purchase intention. This research has been funded by the U.S. Department of Agriculture (USDA) Federal-State Marketing Improvement Program and Horticulture Research Institute. Her work has been published in publications such as the Journal of Retailing and Consumer Services, PLOS, and the Journal of Product and Brand Management. Recently, she has co-authored a 17-country study to understand global attitudes and behavior toward counterfeit products funded by Underwriters Laboratories.