Betsy D. Gelb is a professor in the Department of Marketing & Entrepreneurship in the Bauer College of Business, University of Houston, where she coordinates the college’s Ph.D. program. She received her M.B.A. and Ph.D. from the University of Houston. Her research interests include marketing strategy and advertising. Her work has been published in such journals as the Harvard Business Review, the Journal of Consumer Research, the Journal of Marketing, the Journal of Marketing Research, the Journal of Advertising, and the Journal of Advertising Research.
gelb@uh.edu