Zakary Tormala is the Laurence W. Lane Professor of Behavioral Science and Marketing at the Stanford Graduate School of Business. His research focuses on the areas of attitudes, persuasion, and social influence. He specializes in conducting lab and field experiments designed to enhance our understanding of attitude, belief, and behavior change. He publishes extensively on these topics and has served on the editorial boards of the leading scientific journals in his field. At Stanford, Professor Tormala teaches courses on persuasion in the MBA program, the PhD program, and numerous executive education programs.