John Lynch is University of Colorado Distinguished Professor at the University of Colorado-Boulder and Executive Director of the Marketing Science Institute, a nonprofit think tank that bridges leaders in industry and academia to advance the science of marketing. Previously, he was the Roy J. Bostock Professor of Marketing at Duke University. Lynch received his BA in economics and his MA and Ph.D. in psychology, all from the University of Illinois at Urbana-Champaign. Lynch is a Fellow of the American Marketing Association, the Association for Consumer Research, the American Psychological Association/Society for Consumer Psychology and one of five Fellows of all three organizations worldwide. He served on the Academic Research Council of the US Consumer Financial Protection Bureau from 2017-2020.