VALERIE TRIFTS is a professor of marketing at Dalhousie University, Rowe School of Business, in Halifax. She received her undergraduate business degree from the University of Prince Edward Island, her MBA from Saint Mary’s University, and her Ph.D. in marketing from the University of Alberta. Her research spans a broad range of topics, but her primary research interests are in the area of consumer information search and decision making. Specifically, she is interested in how firms can benefit from strategically providing their customers with information about competitors, as well as in exploring individual difference variables that influence search behaviour. More recently, she has begun to explore how personalization technologies can be leveraged online to customize digital media products for individual consumers. She has taught a wide variety of courses, including introduction to marketing, consumer behaviour, marketing research, internet marketing, global marketing, integrated marketing communications, and business in emerging markets at both the undergraduate and graduate levels. Her research has been published in several journals, including Marketing Science, the Journal of Consumer Psychology, the Journal of Business Research, and Psychology & Marketing. She has presented at numerous academic conferences and has been funded by the Social Sciences and Humanities Research Council of Canada.