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Richard Bagozzi is an American marketing theorist, consumer psychologist, and the Dwight F. Benton Professor of Behavioral Science in Management at Ross School of Business, University of Michigan. He is one of the most cited scholars in Marketing [1] [2] and among the field's most prominent theorists and empirical researchers. [3] [4] He has been ranked among The World's Most Influential Scientific Minds in 2014 by Thomson Reuters. [5] [6] [7] He is an inaugural fellow of the American Marketing Association. [8]