Rafael Becerril Arreola is an assistant professor of marketing and the Business Partnership Foundation dean’s fellow at the Moore School of Business. He applies his training in business, economics, and engineering to study the general and disparate effects of consumer socioeconomics and technology on consumer behavior, business decisions, and market outcomes. With his research, Arreola seeks to facilitate the design, optimization, implementation, and evaluation of managerial decisions and public policies. He received a Ph.D. in management with a concentration in quantitative marketing and economics from the University of California, Los Angeles, a master’s degree in electrical engineering from the University of Toronto, and an undergraduate degree in electrical and computer engineering from ITESM campus Toluca.