Associate Professor Brian Gibbs is Principal Fellow in Marketing and Behavioural Science at the Melbourne Business School, University of Melbourne. Gibbs, who was raised in Canada, joined MBS in 2003 and is now an Australian permanent resident. He earned his PhD from the University of Chicago’s Booth School of Business, and was a faculty member for over a dozen years in American business schools, primarily Stanford’s Graduate School of Business, but also Vanderbilt’s Owen School and MIT’s Sloan School. Although he specialises in teaching consumer behaviour, he has also taught graduate classes on decision making, marketing management, and marketing strategy. His research, which appears in the international top tier of journals, has been cited by over 1300 articles; and he has given invited seminars at Harvard, Cornell, UCLA, Berkeley, Duke, University of Toronto, University of New South Wales, London Business School, University of Oxford, and over 20 other business schools in Australasia, North America, and Europe. Gibbs has served as a marketing and behavioural-science expert in the English High Court of Justice (London) and in the Federal Court of Australia (Melbourne), and has advised companies such as TDK Electronics, Roadrunner Records, and BP Biofuels on issues related to marketing and branding, consumer psychology, and managerial decision making.