Marvin E. Goldberg is chair of the Department of Marketing and the Irving and Irene Bard Professor of Marketing at the Smeal College of Business Adminis�tration, Penn State University. His research has focused on assessing factors contributing to advertis�ing's effectiveness. Much of his work has involved the study of advertising's effects on children and adoles�cents. Dr. Goldberg is a past president of the Society for Consumer Psychology and co-founder of the Inno�vations in Social Marketing (ISM) organization. Among the editorial boards on which he serves are the Jour�nal of Consumer Research and the Journal of Public Policy and Marketing.