Barry J. Babin, Ph.D. (LSU 1991), is Morris Lewis Professor and Chair of Marketing at the Ole Miss Business School, and the Executive Director of the Academy of Marketing Science (AMS). He has authored over 100 professional publications with research appearing in the International Journal of Wine Business Research, Journal of the Academy of Marketing Science, Journal of Marketing, Journal of Retailing, Journal of Business Research (JBR), Journal of Consumer Research, European Journal of Marketing, and many others (h-index = 82). Barry served as Marketing Section Editor for JBR for over 15 years and received the Michel Laroche Award in return for his contribution. He is an AMS Distinguished Fellow and recipient of the prestigious Harold W. Berkman Distinguished Service Award. Barry is author/coauthor of several leading books including CB: A Consumer Value Framework, Multivariate Data Analysis, and Exploring/Essentials of Marketing Research. He also has received university recognition for outstanding mentorship of graduate students.