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Matthew A. Cronin is associate professor of management in the School of Business at George Mason University. He received his PhD in organizational behavior from Carnegie Mellon University in 2004. His research has appeared in Academy of Management Review, Organizational Behavior and Human Decision Processes, Journal of Organizational Behavior, Academy of Management Annals, and Management Science and has been presented at the World Economic Forum in Davos, Switzerland.

David Aaker, the Vice-Chairman of Prophet Brand Strategy and Professor Emeritus of Marketing Strategy at the Berkeley-Haas School of Business, is the winner of three career awards for contributions to the science of marketing (Paul D. Converse Award), marketing strategy (Vijay Mahajan Award), and the theory and practice of marketing (Buck Weaver Award).