Professor Andy Gershoff 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. 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.