Bryce Pyrah

Bryce Pyrah, PhD student, marketing

Examines inequity and consumer choices

“Beyond theory, Bryce’s research has real world impact. He is dedicated to helping improve the well-being of disadvantaged consumers.” -Sara Maples, research support and sustainability manager

Hometown: North Manchester, Indiana

Faculty mentor/advisor: Co-advisors: Alice Wang, PhD, professor of marketing, Chelsea Galoni, PhD, assistant professor of marketing, Tippie College of Business

What is your degree program and expected graduate date? PhD in marketing, expected graduation May 2024

Please describe your research: My primary research area is studying the psychology of disadvantaged and vulnerable consumers. I have a particular focus on how policymakers and marketers themselves can improve the well-being of disadvantaged consumers.

In simple terms, why does this research matter? Rising inequality continues to further separate “the haves” (the advantaged) from “the have-nots” (the disadvantaged). These effects of inequality can have strong impacts on the well-being and decision-making of disadvantaged consumers. My research seeks to enhance our understanding and knowledge about how feeling disadvantaged or advantaged impacts consumer decision-making. Through this understanding, we can find ways to help improve the well-being of those consumers who are disadvantaged.

How soon after starting at the University of Iowa were you able to participate in research? I got started on research right away. I started working on some projects during my first semester in my program.

How has being involved in research made you more successful at the University of Iowa? Being involved in research has helped me be more successful at the University of Iowa by enriching my educational and learning experience. My research has enabled me to gain important skills in critical thinking and learning.

What are your career goals and/or plans after graduation? My career goals and plans are to become a professor in marketing and continue to further and publish research.

Banner location: Downtown—Corner of Linn St. and Washington St.