Author

Ayalla Ruvio associate professor of marketing and the director of the MS of Marketing Research program at Michigan State University. She is an applied consumer behavior researcher who focuses on issues such as identity and consumption, material vs. experiential consumption, consumer arrogance and cross-cultural consumer behavior. Her research has been published inthe Journal of Academy of Marketing Science, the International Journal of Research in Marketing, the Journal of Product Innovation Management and Leadership Quarterly, among other journals. She is the co-author of the textbook "Consumer Behavior and Insights" and the co-editor of the book "Identity and Consumption." Her research has featured in numerous media outlets all over the world.