J. Paul Peter is the James R. McManus-Bascom Professor of Marketing at the University of Wisconsin-Madison. He was a member of the faculty at Indiana State, Ohio State, and Washington University before joining the Wisconsin faculty. While at Ohio State, he was named Outstanding Marketing Professor by the students and he won the John R. Larson Teaching Award at Wisconsin. He has taught a variety of courses including Marketing Management, Marketing Strategy, Consumer Behavior, Marketing Research, and Marketing Theory.

Professor Peter’s research has appeared in the Journal of Marketing, the Journal of Marketing Research, the Journal of Consumer Research, the Journal of Retailing, and the Academy of Management Journal, among others. His article on construct validity won the prestigious William O’Dell Award from the Journal of Marketing Research, and he was a finalist for this award on two other occasions. Recently, he was the recipient of the Churchill Award for Lifetime Achievement in Marketing Research, given by the American Marketing Association and the Gaumnitz Distinguished Faculty Award from the School of Business, University of Wisconsin–Madison. He is author or editor of over 30 books, including A Preface to Marketing Management, tenth edition; Marketing Management: Knowledge and Skills, eighth edition; Consumer Behavior and Marketing Strategy, eighth edition; Strategic Management: Concepts and Applications, third edition; and Marketing: Creating Value for Customers, second edition. He is one of the most cited authors in the marketing literature.

Professor Peter has served on the review boards of the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Journal of Business Research and was measurement editor for JMR and professional publications editor for the American Marketing Association. He has taught in a variety of executive programs and consulted for several corporations as well as the Federal Trade Commission.

Jerry C. Olson is the Earl P. Strong Executive Education Professor of Marketing at Pennsylvania State University and a founding partner of Olson Zaltman Associates. He joined Penn State in 1971 after receiving his Ph.D. in consumer psychology from Purdue University. At Penn State, he has taught Consumer Behavior, Marketing Management, Advertising and Promotion Management, Research Methods, and Marketing Theory.

Professor Olson’s research has been published in the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Applied Psychology, and International Journal of Research in Marketing. He is author or editor of a number of books, including Consumer Behavior and Marketing Strategy, Understanding Consumer Behavior, Perceived Quality, and Advertising and Consumer Behavior, as well as several conference proceedings.

Professor Olson has served as President of the Association for Consumer Research, the major professional organization for consumer researchers. He has served on the editorial review boards of most of the major journals in the marketing and consumer behavior field. As partner in Olson Zaltman Associates, Professor Olson is an active consultant to a number of consumer products companies, helping them develop a deep understanding of their customers. He also has consulted for the Federal Trade Commission.

In his spare time, Professor Olson enjoys traveling with his wife, Becky, and skiing, biking, reading, and making music with his collection of antique banjos.