Hi! I'm Mike. My passion is understanding how decisions are made, and how I can use that information to affect the choices people make. What places they choose to shop, what products they choose, and whether they choose to be deviant. My background is in Marketing Research and Consumer Behavior. Originally from upstate NY, my work with the Cornell University Food and Brand Lab sent me on a path to sunny Gainesville Florida, where I received a MS in Marketing Research at the University of Florida. I'm currently Director of Research at Loss Prevention Research Council (LPRC), shaping, managing, and executing the LPRC’s yearly research load. Learn more.