Ingrid M. Martin
Her research has examined issues in the area of consumer goals and branding as well as consumer risk and public policy issues around risk communication and risk mitigation behaviors. She has published research on risk communication (e.g. warnings, disclosures), risk mitigation behaviors, and public policy.
Ingrid Martin's interest extends to the use of dietary supplements and other over-the-counter medications. The focus of this research is, again understanding the myths that consumers bring to the use of products (e.g. it can't hurt, I'm healthy because I use supplements, just to name a few) that many times are risky to use. Her paper on warning messages was named the best paper published in the Journal of Public Policy and Marketing for 1992-94 and she was the recipient of the best paper award for the 1998 Decision Sciences annual conference sponsored by Lucent Technologies on Environmental and Public Policy issues and the MPPC Best Conference Paper in 2002.
She has received grants from the USDA ($800,000) as well as smaller grants through various organizations such as Transformative Consumer Research. She is on the editorial review board of the Journal of the Academy of Marketing Science and reviews for numerous journals in marketing, risk and public policy.