“Christian has been an invaluable addition to our department, consistently demonstrating generosity, leadership, and dedication.”– Andrea Luangrath, associate professor of marketing

Hometown: Wooster, Ohio

Faculty mentors/advisors: Rebecca Krause-Galoni, PhD, assistant professor of marketing, Tippie College of Business; Jing (Alice) Wang, PhD, John F. Murray Fellow and professor of marketing, Tippie College of Business

Degree program and anticipated graduation date: PhD in marketing, Spring 2026

Christian Parry studies why people choose to customize products and how identity influences those decisions. His research reveals that customization—often seen as a way to express individuality—can backfire in certain contexts, such as celebrity-designed merchandise, where altering the product feels like erasing the designer’s identity.

Parry also explores consumer loneliness and its impact on technology use, including how feelings of isolation can lead to problematic gaming behaviors. These insights shed light on the psychological factors shaping consumer choices and technology engagement.

“Being involved in research at the University of Iowa has given me a sense of purpose and a guiding focus throughout my entire time here,” says Parry. “It’s provided clarity and direction for every class I’ve taken.”

After graduation, Parry plans to become a marketing professor at a research university, continuing to investigate how identity and emotion influence consumer behavior.