Ty was born and raised in Albuquerque, NM, where he graduated Magna Cum Laude from the University of New Mexico with a Bachelor's of Business Administration with a concentration in Marketing. He earned his Master's of Science in Marketing at Texas A&M University, where he later worked as a Lecturer for two years, teaching Consumer Behavior and Digital Marketing. He has done award-winning marketing work for companies like Acura, Adobe, Dion's Pizza, Brookshire Brothers, and TerraMar Imports.
Ty鈥檚 research examines how consumers鈥� brand perceptions drive downstream behaviors. He studies the appeal of snake oil products and what kinds of consumers are receptive to them, the effects of news brands on consumers鈥� perceptions of trustworthiness, and how to determine consumer deservingness of desirable, scarce resources.