External Website:
http://cba.unl.edu/people/jgentry

Jim Gentry has been an active consumer researcher for over 40 years. Early in his career his research focused on issues in behavioral decision theory, but then focused more on family, gender, and cross-cultural issues in the last 25 years. Currently his primary interest lies in investigating the consumption processes of the rapidly increasing elderly populations globally. His role with NPOD will be to provide insight as to consumer perceptions of the actions recommended by the findings of the primary NPOD researchers.