Kenneth L. Bernhardt is the Special Assistant to the Dean, Regents’ Professor, and Taylor E. Little, Jr. Professor of Marketing at Georgia State University. He earned his B.S. from Washington and Lee University, his M.B.A. from Harvard University and his Ph.D. from the University of Michigan. He has published numerous books, monographs, and articles in leading marketing journals, including Journal of Marketing and Public Policy, Marketing and American Education Research Journal, and Journal of Retailing. His current research involves consumer attitudes and behavior, public policy, product management and services marketing. He is a former president of the Association for Consumer Research and is former chairman of the American Marketing Association.