Professor Andy Gershoff is both a longtime longhorn and a new member of the McCombs community. Andy earned an MBA and a Ph.D. from the University of Texas at Austin and went on to teach at Columbia University and the University of Michigan. Andy has won both MBA and Ph.D. level teaching awards and has taught courses on marketing research, consumer behavior, services marketing, and the core MBA marketing management course. He has recently returned and is thrilled to be a part of the marketing department at the McCombs School of Business. His research explores consumers’ evaluations and decisions as they relate to relying on and trusting others, brands, and products. Within this context he focuses on three major areas: 1. How do consumers evaluate others and where they stand relative others? 2. How do consumers react to betrayals or violations of trust after relying on individuals, service providers, and products? 3. How do consumers evaluate the fairness of marketing and manufacturing tactics? His research and writing has been published in Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, Organizational Behavior and Human Decision Processes, Marketing Letters, and the Financial Times. Andy also works as a consultant and executive educator on issues related to marketing, marketing research, and marketing education. He has worked in the U.S., Spain, China, Kazakhstan, Croatia, Turkey, and Egypt for numerous clients including IBM, Pfizer, Bristol-Meyers Squibb, and USAID.