Stephen Nowlis is the August A. Busch Jr. Distinguished Professor of Marketing at Washington University in St. Louis. His research focuses on consumer behavior, decision making, branding, choice, and consumption. He is the winner of several awards, including the William F. O’Dell Award. He has published numerous papers in top-tier marketing and consumer behavior journals. He is on the editorial review boards of the Journal of Consumer Research, Journal of Marketing, and Marketing Letters. He is an associate editor at the Journal of Consumer Psychology, and the Journal of Marketing Research. Professor Nowlis has served as an expert witness on a number of cases involving marketing and consumer behavior issues. In particular, he has worked on cases involving trademark infringement, trade-dress, materiality, deceptive advertising, secondary meaning, survey design, class action certification, vicarious liability, grey markets, and celebrity endorsements. He received his B.A. in economics, with distinction, from Stanford University, and his M.B.A. and Ph.D. from the University of California at Berkeley.