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AMS Welcomes New Affiliate Dr. Adam Alter, Consumer Behavior Expert and New York Times Bestselling Author

Applied Marketing Science, Inc. (AMS), a leading-edge market research and consulting firm, is pleased to welcome newly affiliated expert Dr. Adam Alter, an authority on consumer behavior and decision-making, and a New York Times bestselling author. AMS will support Dr. Alter in complex litigation involving survey evidence and expert witness testimony for matters of deceptive advertising, class actions, and more.  

Dr. Alter is a Professor of Marketing and the Robert Stansky Teaching Excellence Faculty Fellow at New York University's Stern School of Business. He also holds an affiliated professorship in the New York University Department of Psychology, and he has won multiple teaching awards.  

Dr. Alter is an expert in consumer behavior, decision-making, branding, and technology. In addition, he is the New York Times bestselling author of three books—Drunk Tank Pink, Irresistible, and the forthcoming Break Free—which collectively focus on how consumers perceive and make consumption decisions, and how they choose to spend their time, money, and other resources. He has consulted for and advised dozens of companies and governments around the world, focusing on the regulation of new technologies and products. And he has served as an expert witness on cases involving a wide variety of topics, including deceptive advertising, class action suits, predatory technology practices, and product misrepresentation.  

“We are thrilled that Dr. Alter has affiliated with AMS,” said Jason Och, Principal at AMS and leader of the firm’s Litigation Support practice. “He offers our clients real-world expertise in understanding consumer behavior and decision-making, along with practical insights into how consumers make decisions when confronted with new products, services, and technologies.” Och added, “As a bestselling author and an award-winning teacher, Dr. Alter is uniquely skilled at conveying even the most complex topics in an easy-to-understand manner. The combination of Dr. Alter’s expertise and AMS’ rigorous support is a win-win for our litigation clients.” 

Dr. Alter has published more than forty academic papers on a variety of marketing and consumer behavior topics. He has served on the editorial boards and as an associate editor at many of the field's major journals, including the Journal of Consumer Research, Journal of Consumer Psychology, and Journal of Experimental Social Psychology. He holds a B.Sc. in Psychology and Law from the University of New South Wales in Sydney, Australia, and an M.A. and Ph.D. in Social and Cognitive Psychology from Princeton University. 

AMS collaborates with a network of survey research experts who have expertise in areas such as consumer behavior, social psychology, advertising, branding, marketing strategy, economics, content analysis and other related areas. Experts design and conduct surveys to analyze consumer perceptions and behavior in litigation—including trademark and trade-dress infringement, deceptive advertising, class actions, patent infringement and damages calculations—and testify in deposition and at trial. 

For additional information on AMS Litigation Support services, please send inquiries to or contact Jason Och at (781) 250-6317.  

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Applied Marketing Science, Inc. (AMS) provides market research and consulting to improve product and service innovation and deliver expert witness testimony in business litigation. Established in 1989 with roots in the MIT Sloan School of Management, AMS offers an array of services to meet client needs and specializes in developing customized solutions for each situation. For more information, please visit