Mitch GriffinMitch Griffin is a Professor of Marketing at Bradley University, Illinois, USA. His teaching interests include pricing and product strategies, marketing research and advanced marketing research. In recognition of his teaching and research, Dr Griffinhas received numerous teaching, research and service awards. His research has appeared in the Journal of Consumer Research, Journal of Retailing, Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Consumer Affairs, Journal of Satisfaction, Dissatisfaction and Complaining Behaviour, Journal of Nonprofit and Public Sector Marketing and Advances in Consumer Research. Read More Read Less