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AMS Announces New Survey Research Expert Affiliate, Dr. Himanshu Mishra

WALTHAM, MA, February 10, 2017 – Applied Marketing Science, Inc. (AMS) is pleased to announce that Dr. Himanshu Mishra has affiliated with the firm’s Litigation Support practice.

Dr. Mishra is the David Eccles Professor of Marketing at the University of Utah and is an expert in the domains of behavioral decision theory, cognitive biases, consumer psychology and behavioral economics. His research has appeared in numerous leading journals of marketing, business, and psychology, such as the Journal of Marketing Research, Journal of Consumer Research, Psychological Science, Journal of Marketing, Marketing Science, Management Science, among others. His work has been featured in a variety of media outlets such as MSNBC, The Wall Street Journal, Scientific American, NPR, SmartMoney, CBS, The New York Times, and The Washington Post. Dr. Mishra has served as an expert witness in Lanham Act trademark litigation involving secondary meaning, likelihood of confusion, and deceptive advertising surveys. Dr. Mishra holds a Ph.D. in Marketing from the University of Iowa.

“We are excited to welcome Dr. Mishra as an affiliated expert with AMS,” said Brian Sowers, a principal at AMS and leader of the firm’s Litigation Support practice. “Dr. Mishra’s expertise in consumer psychology and decision-making will help our clients litigating even the most challenging Lanham Act matters.”

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 behavior in litigation—including trademark and trade-dress infringement, deceptive advertising, patent infringement and damage calculations, class action and antitrust claims—and testify in both deposition and at trial.

For additional information on AMS Litigation Support services, please send inquiries to or contact Brian Sowers at (781) 250-6313.

Founded in 1989 with roots in the MIT Sloan School of Management, Applied Marketing Science is a market research and consulting firm with an established practice focused on consumer surveys for litigation. For more information, please visit