Stefan Hock is Assistant Professor of Marketing at the University of Connecticut. His main research interests lie at the intersection of consumer behavior and marketing strategy. His work seeks to help firms and consumers make better decisions to enhance societal well-being. His research has been published in top academic journals, such as Management Science, Strategic Management Journal, Journal of Consumer Research, and Journal of the Academy of Marketing Science, among others. He has taught consumer behavior and principles of marketing in the undergraduate program, and marketing management in the Executive MBA program.