He earned his Ph.D. in Marketing from Florida State University, graduate degrees from Loyola University Chicago, undergraduate degrees from the University of Illinois, as well as a "Ductorate" from Walt Disney University. He teaches Marketing Management for Services and Marketing Research, and he has been honored with the FSU College of Business Ph.D. Teaching Award and the Cornell School of Hotel Administration Ted Teng '79 Dean's Teaching Excellence Award. His research focuses on consumer behavior and signaling in service settings with a particular emphasis on the effects of green marketing.