Anthony D. Cox is Professor of Marketing and Chancellor’s Faculty Fellow in the Indiana University Kelley School of Business in Indianapolis. He received a bachelor’s degree in history from Michigan State University, and MBA and Ph.D. degrees in marketing from the Indiana University. His research examines consumer decision making, particularly how consumers evaluate risk-detection and risk-reduction products. He has been a co-investigator on three NIH-funded projects that examine these issues. He has served as a consultant to a number of companies, most in the health care industry. His research has been published in Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Retailing, Journal of the Academy of Marketing Science, Health Psychology and Journal of Adolescent Health.