Lars Perner is an Associate Professor of Clinical Marketing at USC Marshall School of Business. His research interests encompass non-profit marketing, sponsored fundraising, consumer behavior, consumer price response, branding, and bargain hunting. He has published work in several academic journals including the Journal of Marketing Management, Journal of Marketing Education, Journal of Consumer Affairs, and Journal of Consumer Psychology. In addition to his research, Lars serves as the faculty coordinator for the Department of Marketing's undergraduate introductory marketing course, which serves approximately 1,600 students each academic year. He has also contributed to various discussions in the media, providing insights into consumer behavior and marketing strategies. Lars has been active in the discourse surrounding the implications of AI toys in consumer electronics and the effects of economic conditions on holiday shopping behaviors. His contributions to academia highlight the intersection of marketing and consumer psychology, thereby enriching the understanding of how various factors influence consumer decisions.