He holds two doctoral degrees: a Ph.D. in Psychology from Sofia University in his native Bulgaria, and a second Ph.D. in Business Administration from Duke University in North Carolina. He is a marketing professor at Northwestern University, Evanston, Illinois where he teaches behavioral decision theory, marketing management and strategy, and consumer research. He is not on a diet but often adds a healthy option to his meals. Living in the Chicago area, with its wealth of tasty and fattening foods -- including but not limited to its famous deep-dish pizza -- he is often tempted to walk down the path of bad choices. His website: www.DietersParadox.com.