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 Expert  725681

Expert in Marketing, Consumer Behavior and Psychology, Branding, Trademark Infringement, Intellectual Property

Available for your Consulting and Expert Witness Needs

Kentucky (KY)
Education Work History Career AccomplishmentsPublicationsConsulting Services Expert Witness Market Research

Summary of Expertise: Listed with other top experts in: 
He is a Ph.D.-trained researcher who has published extensively in the areas of advertising and promotions effectiveness, marketing communications, and advertising deception, and is considered a leading authority in these areas. He has also conducted numerous marketing research studies for clients regarding consumer processing of marketing communications, consumer response to pricing and price promotions, and perception of advertising. In several instances, his knowledge of advertising was used to successfully provide testimony in legal cases. He has also delivered high-quality courses and seminars on marketing communications at all levels, including executive education. Furthermore, he has been involved as an expert witness in cases involving deceptive advertising in which his testimony played a fundamental role in the issues being resolved in favor of his clients. In many instances, he employed his expertise to conduct surveys to provide empirical evidence of advertising deception in cases.



advertising perception survey


behavioral science




consumer purchasing behavior


consumer survey




false advertising


food labeling regulation


intellectual property


market research




marketing communications



Show Secondary and Basic Areas of Expertise
Expert may consult nationally and internationally, and is also local to the following cities: Indianapolis, Indiana;  Bloomington, Indiana;  Lexington, Kentucky;  Louisville, Kentucky;  Owensboro, Kentucky;  Cincinnati, Ohio;  Hamilton, Ohio;  and Middletown, Ohio.

Often requested
with this expert:

Trademark, Trade Dress, Advertising, Claim Substantiation...
Advertising, Branding, Trademarks, Publicity rights, Media,...
Intellectual Property: Trademark, Trade Dress, Brand...
Design and Analysis of Surveys to Substantiate Advertising...

Year   Degree   Subject   Institution  
1994   PhD   Marketing   University of South Carolina  
1990   MBA   Marketing   George Washington University  
1984   BA   Economics   University of Michigan - Ann Arbor  

Work History:
Years   Employer   Department   Title   Responsibilities

2007 to


(Undisclosed University)


College of Business/Department of Marketing


Professor & University Scholar


He teaches undergraduate and graduate courses in marketing and branding and conducts scholarly research in marketing and branding.

1997 to 2007


Iowa State University


College of Business/Department of Marketing


Associate Professor & Dean's Faculty Fellow


He taught undergraduate and graduate courses in marketing and branding and conducted scholarly research in marketing and branding.

1995 to 1997


Florida International University


College of Business/Department of Marketing


Assistant Professor


He taught undergraduate and graduate courses in marketing and branding and conducted scholarly research in marketing and branding.

Career Accomplishments:

He is a member in good standing of the following organizations: American Marketing Association, Association for Consumer Research, Society for Consumer Psychology, and the American Academy of Advertising.

Professional Appointments

He has been appointed as a member of the Editorial Review Board for the following academic journals: Journal of Consumer Psychology, Journal of Advertising, Journal of the Academy of Marketing Science, and the Journal of Business Research. He has also served as ad hoc reviewer for additional academic journals, including the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Retailing, Journal of Public Policy and Marketing, Journal of Information Technology, European Journal of Social Psychology, and Journal of Managerial Psychology.


He has been nominated and/or received a number of awards, including: “High Honors” distinction, Honor Roll of Consumer Researchers; Iowa State University Dean's Advisory Council Research Award; Nominee, Iowa State University Early Achievement in Research Award; Nominee, Don Lehmann Award; Delta Sigma Pi Marketing Professor of the Year; Iowa State University Business Council Outstanding Teacher Award; Nominee, Iowa State University Faculty of the Year; Nominee, Iowa State University Dean's Advisory Council Undergraduate Teaching Award; Iowa State University Interfraternity Council and Panhellenic Council Outstanding Faculty Member.

Other Recipient, Dean's Advisory Council Business Impact Award, ISU College of Business (2006). Outstanding Reviewer, Journal of Advertising, 2004 Outstanding Reviewer (Honorable Mention), Journal of Advertising, 2008 Who's Who in Business Higher Education, 2003 - Present Who's Who in Among Executives and Professionals (Honor's Edition), 2007 - Present. American Marketing Association Doctoral Consortium Fellow, 1993 Beta Gamma Sigma, George Washington University and University of South Carolina Merit Scholarship Award, University of Michigan, 1981.

Publications and Patents Summary

He has 23 publications in the top journals in the discipline of marketing focusing on branding, consumer psychology, and advertising and has plans to become a co-author on the leading textbook in the area of Consumer Behavior.

Selected Publications and Publishers  
 - Journal of Retailing  
 - Journal of the Academy of Marketing Science  
 - Journal of Advertising  
 - Journal of Marketing  
 - The Influence of Positive Mood on Brand Extension Evaluations  

Consulting Services:
Selected Consulting Examples:
  • He is a leading authority in the area of marketing and branding and has consulted extensively by providing marketing research for leading companies in these areas.
  • He is an expert in the fields of consumer behavior and consumer psychology, having delivered executive education seminars in these areas and published research in the leading journals regarding these topics.
  • He is a highly credentialed expert witness in the areas of marketing and trademarking, having succesfully provided analyses and testimony in cases involving Fortune 100 companies.
  • He is a Ph.D. trained marketing expert with fifteen years of experience in academia and industry.
Click the green button above to contact Expert for a free initial screening call regarding your expert consulting needs.  Expert is available for consulting to corporate, legal and government clients.  Remember, your initial screening call to speak with Expert is free.

Expert Witness:
Expert Witness Experience Summary:
He has served as an expert witness in a number of cases involving high-profile, Fortune 100 clients in the areas of consumer behavior in general and trademark infringement in particular. In doing so, he has worked with attorneys at a number of prestigious law firms around the country.
Recent Litigation Client Requests:
  • Marketing expert for consulting on marketing psychology.
  • Expert for consulting on rademark/survey IP case.
  • Expert for consulting on trademark survey accuracy litigation.
  • Expert for consulting on consumer confusion.
  • "Trademark survey expert" for consulting on Likelihood of confusion survey; possible pilot survey.
  • Confusion survey Expert for IP case
  • Trademark survey expert to conduct pilot trademark confusion &false advertising survey on coffee product.
  • Intellectual property licensing expert for litigation involving accessory line trademark infringement case.
Click the green button above to contact Expert for a free initial screening call regarding expert testimony, litigation consulting and support, forensic services, or any related expert witness services.  A few litigation needs include product liability, personal injury, economic loss, intellectual property (patent, trademark, trade secret, copyright), and insurance matters.  Remember, your initial screening call to speak with Expert is free.

Market Research:
He has conducted marketing research in the areas of consumer behavior, branding, and new product development for a variety of firms ranging from start-ups to established Fortune 500 companies.

Click the green button above to contact Expert for a free initial screening call regarding your marketing research, industry research, and company research needs.  For research needs involving multiple experts or secondary research, a Research Director can be assigned to coordinate the work into a custom report for you as a potentially quicker and more cost effective alternative to doing this work yourself or hiring a boutique consultancy.  Remember, your initial screening call to speak with Expert is free.

Additional Skills and Services:

He has conducted seminars on branding, marketing, and sales management for a number of firms and organizations including Fortune 500 firms.


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