Mark I. Alpert is the Foleys-Federated Professor in Retailing at the University of Texas at Austin. He received a B.S. in Industrial Management and Mathematics from M.I.T., and an M.B.A., M.S., and D.B.A. from the University of Southern California. He has written books on Pricing and Marketing Management, and his frequently reprinted articles on determinant buying attitudes, multivariate research, and communications have appeared in the Journal of Marketing (co-author of the l984 Alpha Kappa Psi Award for contribution to marketing management), Journal of Marketing Research, Marketing Science, Journal of Communication, Journal of Social Psychology, Journal of Urban Analysis, Psychology and Marketing, Journal of Advertising, and others. Cited as one of the most influential reviewers in marketing and consumer psychology, he has served on the Editorial Review Boards of the Journal of Marketing, Journal of Marketing Research, Journal of Business Research, and the Journal of Retailing.