Joseph Nunes is an Associate Professor of Marketing at USC Marshall School of Business. He has received his PhD and MBA from University of Chicago and his BA from Northwestern University. Joe Nunes is an expert on loyalty programs, status and luxury goods, pricing, and consumer and managerial decision-­‐making. He has published numerous papers in top marketing journals including the Journal of Marketing Research, the Journal of Consumer Research, Marketing Science, the Journal of Marketing, and Harvard Business Review. He serves on the editorial boards of the Journal of Marketing Research, the Journal of Consumer Research, the Journal of Consumer Psychology and Marketing Science. In 2006, he received Marshall’s Dean’s Award for Excellence in Research. Professor Nunes has consulted for a variety of companies including Southwest Airlines, Kampgrounds of America, Nestlè, and Abbott Laboratories.