Heather M. Schulz
Ph.D. Student, University of Texas at Austin (Advertising); M.S., University of Illinois at Urbana-Champaign (Advertising); B.J. University of Nebraska - Lincoln (Advertising). Heather's primary research interests center on identity creation and communication through the use of mass mediated brands. Currently, she is trying to qualitatively investigate the identities people build through the brands they use in their everyday routines. Research on this topic will illuminate how brands function in the creation of individual identity as well as social culture. This lens of analysis focuses on post-purchase consumer behavior in addition to advertising's role in interpersonal relationships. Her work has been presented at the American Academy of Advertising (AAA) conference, the Transformative Consumer Research conference (TCR), and the Center for Health Promotion Research (CHPR) conference.
Email: advtschulz@yahoo.com