David Kincaid is Senior Lecturer in the Department of Computer Sciences at the University of Texas at Austin. Also, he is the Interim Director of the Center for Numerical Analysis (CNA) within the Institute for Computational Engineering and Sciences (ICES).Wayne D. Hoyer holds the James L. Bayless/William S. Farish Fund Chair for Free Enterprise and is Chairman of the Department of Marketing. He received his Ph.D., M.S., and B.S. from Purdue University. His major area of study is consumer psychology and his research interests include consumer information processing and decision making, customer relationship management and new product development, and advertising information processing… (including miscomprehension, humor, and brand personality). Dr. Hoyer has published over 100 articles in academic journals such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, and other marketing and psychology forums. His 1998 article on assortment perceptions (with Susan Broniarczyk and Leigh McAlister) won the 2003 O'Dell Award from the American Marketing Association.