Patricia T. Huddleston is a Professor of Retailing at Michigan State University. Her research focuses on the use of eye-tracking to evaluate consumer information processing of point of purchase retail display elements (e.g. signage, price) and how these elements motivate purchase intention. This research has been funded by U.S. Department of Agriculture (USDA) Federal-State Marketing Improvement Program and Horticulture Research Institute. This work has been published in publications such as the International Review of Retail, Distribution and Consumer Research, Journal of Product and Brand Management and HortScience.