Jay I. Sinha is Associate Professor of Marketing and Supply Chain Management at the Fox School of Business, Temple University, Philadelphia. He is the co-author of Reverse Psychology Marketing: The Death of Traditional Marketing and the Rise of the New “Pull” Game (Palgrave-MacMillan, 2007). His research interests are brand management, consumer price perceptions, and social media influencers. He has previously published in Harvard Business Review, MIT Sloan Management Review, Journal of Marketing, Journal of Marketing Research, and Strategic Management Journal. His research has been cited in international media sources such as CNN.com, The Sunday Times of London, Wall Street Journal, Christian Science Monitor, Philadelphia Inquirer and Economic Times (India). Jay has a Bachelor’s degree in Computer Science and Engineering from Jadavpur University (India), MBA from Georgia Tech, and A.M. in Statistics from University of Michigan. He received his Ph.D. in Business Administration from the University of Michigan in 1996.