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Michael Solomon “wrote the book” on understanding consumers. Hundreds of thousands of business students have learned about marketing from his books including Consumer Behavior: Buying, Having, and Being—the most widely used book on the subject in the world. Michael’s mantra is: We don’t buy products because of what they do. We buy them because of what they mean. He advises global clients on marketing strategies to make them more consumer-centric, and he is currently directing Nielsen’s revamp of its global Brand Health Model. Michael is a contributor at Forbes, where he writes about issues related to consumer behavior, marketing and retailing. His articles have been cited over 30,000 times, and he is frequently quoted in publications such as The New York Times, The Washington Post, Time, USA Today and Adweek. His newest book, The New Chameleons: Connecting with Consumers Who Defy Categorization, was published in February 2021. As a Professor of Marketing (in the Haub School of Business at Saint Joseph’s Unive