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Elizabeth Hirschman

Elizabeth Caldwell Hirschman
Hill Richmond Smiddy Professor of Business 

University of Virginia's College at Wise

Elizabeth Caldwell Hirschman

Elizabeth Caldwell Hirschman is the Hill Richmond Smiddy professor of business at The University of Virginia's College at Wise. She earned a degree in marketing from the University of Georgia and an M.B.A. and Ph.D. at Georgia State University. 

Hirschman is the second generation of college students from a rural Virginia family; her scholarship spans more than 30 years and fields from marketing and communications to economics to and semiotics. She is a strong advocate of “open-borders” academic disciplines and believes that cross-disciplinary study is vital to intellectual growth. She has published 18 books, 17 book chapters and 112 journal articles, and presented at 146 conferences, seminars and presentations. She is ranked in the top 0.5% of all business and economics academicians in the world for citations to her work, according to the Institute for Scientific Information. 

She has received research grants from three different research universities and the Consumer and Corporate Affairs Board of Canada. She is credited, along with Professor Morris Holbrook of Columbia University, as having introduced the concepts of experiential consumer behavior and hedonic consumption to the fields of marketing and consumer behavior. In 2017 she received the Sheth Foundation Long Term Contribution in Consumer Research Award.

Prior to her return to Virginia, Hirschman was assistant professor at the University of Pittsburgh’s School of Business; assistant professor and associate director of the Institute of Retail Management at New York University; and a distinguished professor and chairperson of marketing at Rutgers University. 
Hirschman believes in solving important real world questions and then using that discovery to make real changes. She has taught a wide range of traditional courses and developed innovative courses that teach students that scholarship at its finest is about improving the human spirit and condition.

She works to integrate real world application into her courses and embraces new technology in and out of the classroom. Her mission at UVa-Wise continues to be to encourage students to see the connection between education and real life so that they might create larger lives for themselves.  

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