Alexander Chernev is a professor of marketing at the Kellogg School of Management, Northwestern University. He holds a PhD in Psychology from Sofia University and a PhD in Business Administration from Duke University. Dr. Chernev’s research applies theories and concepts related to consumer behavior and managerial decision making to develop successful marketing strategies. He is an area editor for the Journal of Marketing and serves on the editorial boards of the top research journals, includingthe Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, and International Journal of Research in Marketing. Dr. Chernev’s research has been published in the leading marketing journals and has been quoted in the business and popular press, including Scientific American, Business Week, Forbes, Newsweek, The Wall Street Journal, Financial Times, The New York Times, and The Washington Post. He has written numerous articles focused on corporate planning, marketing strategy, and brand and customer management.