Chris Pullig is Associate Professor and Chair of Marketing in the Hankamer School of Business at Baylor University. He has a PhD in Business Administration with a Major in Marketing and a Minor in Experimental Statistics. Chris’s research and teaching are focused on consumer attitudes and decision-making with a special emphasis on three areas: Understanding brand value in the global marketplace: how brand value is created, measured, protected, leveraged; Consumer evaluation of pricing strategies; and Consumer welfare and pro-societal issues. He has published research in journals such as the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Journal of Retailing, Journal of Business Ethics, Journal of Business Research, Journal of Public Policy and Marketing, and others. He is a regular reviewer for the Journal of Marketing and Journal of Consumer Research. Prior to academia, Chris was an executive for 13 years in the retail industry.