Dr. Jamie Hyodo (PhD, Marketing, 2016 from the Smeal College of Business at The Pennsylvania State University; MSc, Management, 2011 from the Smith School of Business at Queen’s University; HBA, 2008 from the Ivey School of Business at Western University) is an assistant professor of consumer behavior. His research primarily focuses on the interaction of social influence, moral affect, and consumer-brand relationships. He is particularly interested in why consumers think and act the way they do, and how differences in feelings and cognitions variably impact consumer behaviors.