California Marketing and Branding Expert Witness #1187

This expert is an Associate Professor of Marketing at the University of Southern California. His current research interests lie in the areas of the pioneer advantage, Internet auction bidding behavior, rumor, puffery and exaggeration in advertising, celebrity advertising and cognitive and affective processes in advertising.
During his career, this expert has published over thirty articles in scholarly journals in marketing and psychology inclusive of the Journal of Marketing Research, Journal of Marketing, Psychology and Marketing, and the Journal of the Market Research Society. He is currently on the Editorial Board of the Journal of Advertising, and the Journal of Business Research (consumer behavior tract).

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