Roland Rüppell is a research and teaching assistant as well as a PhD candidate at the Institute of Marketing and Communication Management (IMCA). His research is mainly concerned with consumer preference measurement with respect to cognitive processes. Current work investigates bias reduction in Willingness-to-Pay measurement and he is a tutor in pricing. Roland holds a master’s degree with a double major in Communication Science and Business Administration from the University of Mainz. He won scholarships from the Blackberry Academic Program for his master’s thesis and from the German Academic Exchange Service for a visit to Chulalongkorn University, Bangkok. Previously, he has been working in neuroscience at the Life & Brain Center in Bonn, Germany and in marketing at the Upper Deck Company in Carlsbad, California.