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Chernev Alexander Chernev, author of The Dieter's Paradox: Why Dieting Makes Us Fat, is a psychologist who is studying how people make choices. He holds two doctoral degrees: a Ph.D. in Psychology from Sofia University and a second Ph.D. in Business Administration from Duke University. He is a marketing professor at Northwestern University, where he teaches behavioral decision theory, marketing management and strategy, and consumer research.

Dr. Chernev has won numerous awards for his teaching and research, including the Early Career Contribution Award from the American Psychological Association for his contribution to consumer psychology. His research has been published in leading psychology journals, and a recent survey ranked him as the most prolific scholar in the top marketing journals in the past 20 years. He has been widely quoted in the business and popular press, including Scientific American, Business Week, Forbes, Newsweek, U.S. News & World Report, Time Magazine, The New York Times, The Wall Street Journal, Los Angeles Times, Chicago Tribune, and Harper's Magazine.

He is not on a diet but often adds a healthy option to his meals.

For more information, view Alexander Chernev's Web site.

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