John Eighmey is an authority on marketing communication, public policy and higher education. He has held senior level positions in the advertising industry, government regulation, and higher education. He was a senior executive at Young & Rubicam in the research and creative departments, he was the first non-attorney to hold a managerial position in the Federal Trade Commission's Bureau of Consumer Protection, and he served as a faculty member and administrator at major universities including Northwestern, Notre Dame University, the University of Alabama, and the University of Minnesota. For a conceptual and data-driven analysis of youth values and the propensity to act on values, read Eighmey's journal article "Why Do Youth Enlist? Identification of Underlying Themes" in Armed Forces & Society, Vol. 32, No. 2, (January, 2006). This scholarly article serves as the consumer insight basis for the current advertising campaign for the United States Marines and applies generally to social movements and brand advocacy. Eighmey's journal articles on Internet advertising place him among the 10 most widely cited on the subject. His path-making article "Profiling User Responses to Commercial Websites" (see Journal of Advertising Research, March 1997) has been cited in 500 scholarly articles and books. For an historical perspective on advertising research, read "Harlow Gale and the Origins of the Psychology of Advertising" in the Journal of Advertising, December 2007 for historical perspective. For the big picture read "The Psychology of Persuasion: Perspectives for Theory, Research and Application in a Diverse World." A readings book co-authored with Osei Appiah and published by Cognella, 2011.