Image: Brady Hodges

Brady Hodges

Assistant Professor and Trulaske Dean’s Advisory Board Faculty Scholar; Founding Director, Trulaske Biometric and Behavioral Research Lab; Marketing PhD Coordinator
443 Cornell Hall

700 Tiger Avenue
Columbia, MO 65211

Brady Hodges is an Assistant Professor of Marketing and Trulaske Dean’s Advisory Board Faculty Scholar at the Robert J. Trulaske, Sr. College of Business, University of Missouri. He is the Founding Director of the Trulaske Biometric and Behavioral Research Lab, and he also currently serves as the Marketing PhD Program Coordinator. His research lies at the intersection of cognitive psychology and marketing and contributes primarily to the domains of pricing and branding, with particular focus on numerical cognition, psycholinguistics, semiotics, and cross-cultural consumer behavior. Operationally, he takes a multi-method approach to his research, combining cutting-edge biometric technologies (e.g., eye-tracking and facial expression recognition), traditional lab experiments, field studies, and secondary data analyses to triangulate findings and reveal substantive managerial implications.

Professor Hodges is also the Founding Associate Director of the University Undergraduate Global Business Certificate. He teaches Global Marketing, Marketing Management, and Entering Global Markets—a selective, experiential learning course in which students help companies prepare to enter foreign markets. 

Before pursuing a PhD, he worked as the China Marketing Manager for Little Giant Ladder Systems in Shanghai, China. He also spent two years in Taiwan as a volunteer missionary prior to his undergraduate studies.


PhD, Business Administration – Marketing, Texas A&M University, 2019; Bachelor of Science, Business Management and Chinese (double major), minor in Spanish; Brigham Young University (summa cum laude), 2012


Hodges, Brady T., Zachary Estes, and Caleb Warren (2024), “Should Your Slogan Be Likable or Memorable? It Probably Can’t Be Both,” Harvard Business Review, 102 (1), 24–26.

Kanuri, Vamsi K., Christian Hughes, and Brady T. Hodges (2024), “Standing Out from the Crowd: When and Why Color Complexity in Social Media Images Increases User Engagement,” International Journal of Research in Marketing, 41 (2), 174-193.

Hodges, Brady T., Zachary Estes, and Caleb Warren (2024), “Intel Inside: The Linguistic Properties of Effective Slogans,” Journal of Consumer Research, 50 (5) 865-886.

Hodges, Brady T. and Haipeng (Allan) Chen (2022), “In the Eye of the Beholder: The Interplay of Numeracy and Fluency in Consumer Response to 99-Ending Prices,” Journal of Consumer Research, 48 (6), 1050-1072.

Wenjing Dou, Wei Lu, Dian Wang, Brady Hodges, and Haipeng (Allan) Chen (2020), “I Paid More Than You (Before)?! The Effects of Self-Construal and Comparison Target on Price Unfairness Perceptions,” Customer Needs and Solutions, 7 (June), 12-18.