Lynch (pictured) is a professor at the Leeds School of Business at the University of Colorado Boulder, where he was senior associate dean for faculty and research from 2017 to 2020 and founding director of the Center for Research on Consumer Financial Decision Making.

As executive director of MSI, he will work with the leadership for both MSI and the Advertising Research Foundation (ARF), which MSI was integrated into earlier this year.

Lynch focuses on consumer financial decision-making, consumer behaviour and research methodology in his research.

Previous roles include positions at the University of Florida and at Duke University, where he was professor of marketing at the Fuqua School of Business between 1996 and 2009.

Lynch is a fellow of the American Marketing Association, the Association for Consumer Research, and the American Psychological Association/Society for Consumer Psychology.

Kahn said: “This is an important time for MSI as we emerge from the pandemic crisis and begin to build on our new association with the ARF.

“John is one of the most respected scholars in our field, with a long history of impactful research and influential leadership.”