Patricia T. Huddleston Ph.D.

Patricia Huddleston


  • Advertising + Public Relations
(517) 353-9907


Dr. Patricia Huddleston is a Professor of Retailing in the Department of Advertising + Public Relations and is Director of the Information and Media Studies PhD program. She teaches an undergraduate course in Retail Strategy and a graduate course in Strategic Brand Communication. Her early research focused on the evolution of retail systems and consumer behavior in transition economies such as Russia and Poland. She has co-authored a book, Consumer Behavior: Women and Shopping with Dr. Stella Minahan, Professor Emeritus, Deakin University and a book chapter on Retailing in Australia in International Retailing.

Her current research focuses on the use of eye-tracking technology 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 U.S. Department of Agriculture (USDA) Federal-State Marketing Improvement Program (FSMIP) and Horticulture Research Institute. This work has been published in publications such as the International Review of Retail, Distribution and Consumer Research, Journal of Product and Brand Management, PLOS One and HortScience.

She is an Affiliated Faculty member with the Center for Anti-Counterfeiting and Product Protection (A-CAPP) at Michigan State University. In July 2020, she was a panelist for the ACAPP Center’s “Brand New World” virtual summit, speaking on the topic of “E-Commerce and Counterfeits: Evolving Consumer Behavior”. In December 2020, collaborated with Dr. Saleem Alhabash and Dr. Anastasia Kononova on “A Social-Media Toolkit for Brand Protection at the ACAPP Center’s Executive Education Seminar.


ADV 481 Retail Strategy

ADV 843 Strategic Brand Communication

CAS 835 Brand and Image Communication


Research and Teaching

Customer and brand loyalty, with a focus on food stores. Private label brands Eye tracking technology to identify what consumers focus on when they view retail displays and how eye movement relates to purchase behavior.

Research Centers and Labs

Media and Advertising Psychology Lab
Health and Risk Communication Center

Media links

Recent work

Neumann, D., Huddleston, P. T., Behe, B. K. (2021). Fear of Missing Out as Motivation to Process Information: How Differences in Instagram Use Affect Attitude Formation Online. New Media and Society.

Mundel, J., Huddleston, P. T., Soopraminien, D. (2021). Affordable Luxuries: Comparing American and Chinese Millennial Consumers. Asia Pacific Management Review. doi:

McClaran, N., Behe, B. K., Huddleston, P. T., Fernandez, R. T. (2020). Recycled or reclaimed? The role of terminology on water reuse perceptions. Journal of Environmental Management, 261,

Behe, B. K., Huddleston, P. T., Childs, K. L., Chen, J., & Muraro, I. S. (2020). Seeing through the forest: The gaze path to purchase. Plos one, 15(10), e0240179.

Li, J., Huddleston, P., & Minahan, S. (2020). International retail format transfer: A comparison study of Australian and US warehouse club members. Journal of Retailing and Consumer Services, 102358.

Knuth, M., Behe, B. K., Huddleston, P.T., Hall, C. R., Fernandez, R. T., Khachatryan, H. (2020). Water conserving messages influences purchasing decision of consumers. Water, 12, 3487. doi:10.3390/w12123487

Recent quotes

The Future of Brick and Mortar Retailing (02/02/2021)

Buyer's Remorse study

The Citi-Costco card might not be a good deal


Contact Information

404 Wilson Rd, Room
Communication Arts and Sciences Building
Michigan State University
East Lansing, MI 48824