Professor Swait is acknowledged as a global expert in choice set formation and a leading scholar in choice modelling research. His particular areas of expertise include choice modelling methods, stated preference methods (SP), choice data combination methods and brand equity measurement and management. Professor Swait received his Ph.D in 1984 from the Massachusetts Institute of Technology, specialising in modelling discrete choice behaviour, particularly with respect to choice set formation. Complementing his academic achievements, Professor Swait has extensive consulting experience in North and South America, where he conducted consumer behaviour modelling in such diverse areas as transportation, telecommunications, packaged goods, financial services, computer hardware, and tourism. Professor Swait has written for leading academic journals such as Transportation Research Record, Journal of Marketing Research, Marketing Science, Journal of Consumer Research, Journal of Environmental Economics and Management, Organisational Behavior and Human Decision Processes, among others. He currently serves on editorial boards for the Journal of Retailing and Consumer Services, Marketing Science and Transportation Research Part B.