Ronald E. Goldsmith , Ph.D., is the Richard M. Baker Professor of Marketing in the College of Business at Florida State University where he teaches consumer behavior and marketing research. Most of his research focuses on personality's role in consumer behavior and measurement issues, especially in the areas of diffusion of innovations, consumer involvement, and services marketing. He was a co-editor (North America) for The Service Industries Journal from 1991 to 2010 . He has published over 150 articles in such journals as The Journal of Services Marketing , The Journal of Consumer Behaviour , The Journal of Advertising , The European Journal of Marketing , The Journal of Social Psychology… , The Journal of the Academy of Marketing Science , and the Journal of Business Research . His book co-authored with Gordon Foxall entitled Consumer Psychology for Marketing was first published in 1994 and appears in Chinese, Polish, Russian, and Korean editions.