Louis H. Primavera, PhD, is a New York State Licensed Psychologist trained in behavior and rational emotive behavior therapies, and maintained a private practice for more than twenty-five years specializing in marriage counseling. Primavera is currently the Dean of the School of Health Sciences at Touro College. Previously he was the Dean of the Derner Institute of Advanced Psychological Studies at Adelphi University, held the Department Chair and served as Associate Dean of the Graduate School of Arts and Sciences at St. John's University, and has held full time faculty positions at Hofstra University, St. Francis College, and Molloy College. Primavera has published extensively in the social sciences, and his work has appeared in a number of prestigious professional journals in Psychology. He was a consultant to the Department of Psychiatry and Behavioral Sciences at Memorial Sloan Kettering Cancer Center and has held a number of other consulting positions in medicine, business, and education. He has been a member of a number of professional organizations and has served as President of the Academic Division of the New York State Psychological Association, and the New York City Metro Chapter of the American Statistical Association. Rob Pascale, PhD, founded Marketing Analysts, Inc, a quantitative market research company, in 1982. Pascale retired from full time responsibilities at MAi in 2005 at the age of 51. Throughout his 25-year tenure as president of MAi, Pascale was directly involved in over 5000 research studies for more than 50 of the largest corporations in the world, and has polled well over 2 million consumers.