Tide Lab






signing into the lab

About TIDE Lab

The Interactive Decision Experiment Lab is a behavioral research laboratory housed in the Culverhouse College of Business at The University of Alabama. The lab focuses on understanding various aspects of human behavior as it relates to business activities. The lab includes computer labs, breakout rooms, a shopper insights lab, and a virtual reality lab.

Learn More about TIDE Lab’s Capabilities

The Mission of TIDE Lab is to enhance the research capabilities of the Culverhouse College of Business by providing a nourishing environment to foster innovative behavioral research across business disciplines.

Participate in Experiments!

Students looking for extra cash or class credit can volunteer to participate in Behavioral Lab experiments. Get started today by clicking the button below.

Learn More


Phone: 205-348-4211
Location: Bidgood 249

For study participants
For researchers and other external members

IRB Note:
All research at the University of Alabama involving human subjects is governed by the Institutional Review Board and the Office of Research Compliance. Every study conducted in TIDE Lab has been approved by the IRB. For participant questions regarding specific studies, please contact the study’s Principal Investigator or contact TIDE Lab’s manager at behavioral_lab@culverhouse.ua.edu. General inquiries regarding UA policy with respect to human subject research can be directed to Glenda Davis, Assistant Director, Office of Research Compliance, at gdavis@research.ua.edu.

Dr. Cary Deck

Lab Manager
Michael Solomon