Dr. Xin He is Associate Professor of Marketing at the College of Business, University of Central Florida. He earned his Ph.D. in Business Administration from the Joseph M. Katz Graduate School of Business, University of Pittsburgh in 2004. Dr. He has been a faculty member at the University of Central Florida since Fall 2004 and teaches Consumer Behavior on a regular basis. He is a recipient of the Teaching Incentive Program Award and Excellence in Undergraduate Teaching Award. Dr. He’s research focuses on behavioral decision making. He has been awarded several research grants from the University of Central Florida, including New Faculty Start-up Initiative Grant, In-House Research Grants, as well as College of Business Administration Summer Research Grants. His research has appeared in several premier journals, including Journal of Consumer Research, Journal of Marketing Research, and Organizational Behavior and Human Decision Processes.