Robert V. Levine received his doctorate from New York University in 1974. Except for brief visiting appointments in Brazil, Japan and Sweden, he has spent the past three decades working at California State University in Fresno, where he teaches and does research in the Department of Psychology. In addition to numerous scholarly articles, Levine has authored two popular books, the most recent being The Power of Persuasion: How We’re Bought and Sold (John Wiley & Sons, updated paper edition, 2006). Address: Department of Psychology, 5310 N. Campus Drive, M/S PH11, California State University, Fresno, CA 93740-8019. Internet: robertle@csufresno.edu