Justin Sydnor is an associate professor at the Wisconsin School of Business and the Associate Director of the Center for Financial Security at the University of Wisconsin, Madison. Dr. Sydnor earned his PhD in Economics from the University of California, Berkeley with specializations in Psychology & Economics and Industrial Organization. He is an affiliate of the University of Wisconsin Institute for Research on Poverty, ideas42, and the Penn-CMU Roybal Center for Behavioral Economics and Health. He is also one of the founding advisory board members for the University of Wisconsin BRITE Lab, which conducts research in behavioral and experimental economics. Dr. Sydnor's research touches on a number of different areas, including investigations of how consumer inattention shapes markets, how people make decisions about insurance plans, and how people respond to financial incentives for changing health behaviors.