Gabriel E. Gonzales is an Assistant Professor of Marketing at the State University of New York at New Paltz, having earned his PhD in Marketing from the Pennsylvania State University. His research centers around consumer behavior and he is interested in studying ways to encourage consumers to act in more sustainable ways. He also has research investigating consumers’ perceptions of the changing retail landscape. His research has been published in the Journal of Marketing, and he has presented work at the Association for Consumer Research, Society for Consumer Psychology, Marketing and Public Policy, and Society for Personality and Social Psychology conferences. At SUNY New Paltz, he teaches undergraduate courses including Principles of Marketing and Marketing Strategy.