Professor Ag & Resource Economics, University of Tennessee
Alicia joined the Department of Agricultural and Resource Economics at the University of Tennessee – Knoxville in July 2020. She is a Minnesota native with a background in horticultural marketing research. Her research and extension programs focus on consumer behavior, willingness-to-pay, and perceptions of horticultural products. She is interested in addressing how people perceive plants, interact with them, and the best means of marketing plants to consumers to add value for customers and growers alike. She uses eye-tracking technologies and applied economics to generate actionable insights based on these topics of interest. Her current research topics include plant benefit information, native plant perceptions, alternative pest control methods, ecommerce, and point-of-sale information.