Professor Ronald P. Hill, PhD is the Richard J. and Barbara Naclerio Endowed Chair in Business and professor of marketing at the Villanova School of Business. He is the editor of the Journal of Public Policy & Marketing and holds editorial positions with the Journal of Consumer Affairs and the Journal of Macromarketing. His research has been published in these journals and others,including the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of the Academy of Marketing Science. Hill won the 2010 Richard W. Pollay Prize from the SauderSchool of Business at the University of British Columbia, a lifetime achievement award given annually to recognize intellectual excellence in the study of marketing in the public interest.