Terence A. Shimp is Professor of Marketing, W.W. Johnson Distinguished Foundation Fellow, and Chair of the Marketing Department at the University of South Carolina. Dr. Shimp holds a doctorate in business administration from the University of Maryland. He is an award-winning teacher, having won the AMOCO teaching award in 1990 that is presented annually to a single faculty member at the University of South Carolina. In 2001, the American Academy of Advertising honored Dr. Shimp with a Lifetime Contributions to Advertising Award. He also has been recognized for outstanding articles in the Journal of Consumer Research and Journal of Advertising. He is past president of the Association for… Consumer Research and president of the Journal of Consumer Research policy board. Dr. Shimp serves on the editorial review boards for the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Marketing, Journal of Public Policy and Marketing, Marketing Letters, and the Journal of Marketing Communications. After serving on the faculty at Kent State University for four years, Dr. Shimp has been a faculty member at the University of South Carolina for 25 years. He teaches marketing communications at undergraduate and graduate levels and research methods to Ph.D. students. His primary areas of research are the study of consumer learning, persuasion, and response to marketing and advertising communications.