Extensive experience spanning more than 25 years in consumer behavior, marketing, and advertising defines this expert witness’s professional background. His work focuses on consumer perception, including issues such as consumer confusion, and applies rigorous statistical and analytical methods to evaluate marketplace behavior, advertising claims, and decision-making processes. He has conducted a wide range of research and is recognized for his ability to critically assess research design, methodology, and conclusions in contested matters.

His expertise includes the design and execution of quantitative and qualitative research, survey development, statistical modeling, and evaluation of research validity and reliability. He has substantial experience analyzing advertising effectiveness, brand positioning, and consumer interpretation of marketing communications, as well as identifying methodological flaws or limitations in opposing research. These analyses are grounded in established research standards and widely accepted practices within the fields of marketing and consumer behavior.

His academic career spans more than 30 years, including service as a Professor of Marketing and holder of an endowed professorship at a major university. In this role, he has led research initiatives, taught courses in consumer behavior and advertising, and contributed extensively to scholarly literature. His body of work includes a substantial record of peer-reviewed journal publications, along with authorship of a widely recognized book examining consumerism and material behavior. His research has been recognized through awards and competitive research grants.

His professional recognition includes numerous awards for research, teaching, and scholarly contribution, including university-level honors for outstanding faculty scholarship, multiple best paper awards, and recognition from academic and professional organizations for contributions to marketing theory and methodology. His work has received significant national media attention, with appearances and coverage in major outlets such as The Wall Street Journal, The New York Times, USA Today, ABC World News Tonight, and CBS, reflecting his standing as a recognized authority on consumer behavior and financial decision-making.

In addition to academia, he has served as Principal of a marketing research and strategy firm, where he conducted market analysis, survey research, brand development, and expert witness services. His involvement in legal matters includes more than 15 years of experience providing expert witness services, including consultation and deposition testimony in cases involving consumer perception, advertising practices, and marketing-related disputes. He holds a Doctor of Philosophy in Business Administration, a Master of Business Administration, and a Bachelor’s degree in Marketing, and remains actively engaged in professional service through journal reviewing, conference participation, and leadership roles in academic and nonprofit organizations.