Rusty Stough is a doctoral candidate in the Marketing Department at the University of Wisconsin-Madison. He earned his MS in Marketing from the University of Denver. He holds two Bachelor’s in Science, one in Chemistry and one in Biology. His research interests are in information processing. Specifically he looks at the role of access-based consumption in experiential consumption. In another line of research he uses eye tracking to look at the physiological effects of product placement on attention and goal blocking.