Gordon FoxallGordon Foxall is Distinguished Research Professor at Cardiff University, United Kingdom, where he is responsible for research in Consumer Behavior Analysis, and a visiting research professor in economic psychology at the University of Reykjavik. He hlds PhDs in industrial economics and business and in psychology, and a higher doctorate (DSocSc). He is a Fellow of the Academy of Social Sciences, the British Psychological Society, and the British Academy of Management. His research interests are in psychological theories of choice and their neuroeconomic underpinnings. His work in behavioral psychology and behavioral economics of consumer choice has inaugurated a new area of research, consumer behavior analysis, which brings behavioral economics and behavioral psychology to the investigation of consumer and marketer behavior in the natural settings of contemporary markets. He is the author of over 300 papers and chapters, and more than 30 books. Read More Read Less