Ty Henderson (PhD University of Wisconsin-Madison) is an Assistant Professor in the McCombs School of Business at the University of Texas at Austin. Ty’s research investigates consumer choice and sales promotion strategy in the context of public goods and cause related marketing. Additional research interests include non-compensatory choice models, Bayesian statistics, and new behavioral measurement technologies. Ty’s research has appeared in Marketing Science. Prior to entering academia, Ty played an instrumental role in two start-up companies; one focused on providing constituent management solutions and the other specializing in telecommunications consulting.