Wayne D. Hoyer, Ph.D., holds the James L. Bayless/William S. Farish Fund Chair for Free Enterprise in the Department of Marketing at the McCombs School of Business. He received his doctorate, Master of Science and Bachelor of Science from Purdue University. His major area of study is consumer psychology and his research interests include consumer information processing and decision making, customer relationship management and consumer brand sabotage as well as advertising information processing (including miscomprehension, humor and brand personality). Dr. Hoyer has published more than 100 articles in academic journals such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, and other marketing and psychology forums. His 1998 article on assortment perceptions (with Susan Broniarczyk and Leigh McAlister) won the 2003 O'Dell Award from the American Marketing Association. He has received an honorary doctorate from the University of Bern in Switzerland and been the Montezemolo Visiting Research Fellow in the Judge School of Business. He is a Visiting Fellow of Sidney Sussex College at the University of Cambridge (United Kingdom). Dr. Hoyer has taught internationally at the University of Cambridge (United Kingdom), University of Mannheim, the University of Muenster, the Otto Beisheim School of Management (Germany), the University of Bern (Switzerland), and Thammasat University (Bangkok, Thailand).