David Gal is a professor of marketing at the University of Illinois at Chicago. He previously served on the faculty of Northwestern University. He received a PhD and MS from Stanford University, and a BS from Penn State University. His research areas include the psychology of decision making, identity and behavior, and innovation and creativity. His work has been published in top-tier journals in management, marketing, statistics, and psychology, and has been featured in the New York Times and Financial Times, among other outlets. His forthcoming book, The Power of the Status Quo, will appear in print in Fall 2018. Visit his website at www.davidgal.net.