Riley Dugan is an assistant professor of marketing at the University of Dayton, where his research interests focus on persuasion, attitude formation and issues pertaining to sales education. He received his Ph.D. in Marketing from the University of Cincinnati in 2014. His work has appeared in the Journal of Personal Selling and Sales Management, the Journal of Experimental Social Psychology, and Psychology and Marketing, amongst others. He is a frequent contributor to the American Marketing Association’s monthly publication Marketing News, where he writes about issues facing sales and marketing educators. He teaches courses on marketing principles, sales negotiations and value analysis of major sales engagements.