Robert A. Peterson is the Associate Vice-President for Research in the Department of Marketing Administration at the Red McCombs School of Business at the University of Texas in Austin. He holds the distinguished John T. Stuart III Centennial Chair in Business. He is also a Charles E. Hurwitz Centennial Fellow, and a Richard Seaver Centennial Fellow. In addition, he is the Research Integrity Officer, a position which allows him to oversee and ensure the scholarly conduct of all involved in research projects.