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Dr. Adam Alter, Authority on Consumer Behavior and AMS-Affiliated Litigation Survey Expert, Publishes Anatomy of a Breakthrough

With his forthcoming book, Dr. Adam Alter, professor of marketing and the Stansky Teaching Excellence Faculty Fellow at New York University’s Stern School of Business, provides a guide for consumers and organizations to get “unstuck” from the unhelpful emotions, thoughts, and behaviors that prevent them from achieving their full potential. Anatomy of a Breakthrough will be released on May 16, 2023. 

Dr. Alter—an authority on consumer behavior, decision-making, branding, and technology—is a consultant and expert witness affiliated with Applied Marketing Science, Inc. (AMS), a leading-edge market research and consulting firm. In this capacity he assists clients in complex litigation by providing survey evidence and expert witness testimony for matters of deceptive advertising, class actions, and more. Drawing on his extensive academic research, Dr. Alter has consulted for and advised dozens of companies and governments around the world, and he has served as an expert witness on cases ranging from deceptive advertising and product misrepresentation to predatory technology practices.   

Dr. Alter is the New York Times bestselling author of Drunk Tank Pink and Irresistible, which collectively focus on how consumers perceive and make consumption decisions, and how they choose to spend their time, money, and other resources. 

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. He holds an affiliated professorship in the New York University Department of Psychology, and he has won multiple teaching awards.   

AMS collaborates with a network of litigation 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 about 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