Fred S. Zufryden is the Ernest W. Hahn Professor of Marketing at the University of Southern California. He received a Ph.D. in business administration from the University of California at Los Angeles. Dr. Zufryden’s numerous publications have appeared in the Journal of Advertising Research, Management Science, the Journal of the Operational Research Society, the Journal of the Royal Statistical Society, the Journal of Marketing, the Journal of Marketing Research, Marketing Science, and other journals. He has served as consultant to various market research and consumer products firms.