Pratik Shah is a PhD candidate at the Stan Richards School of Advertising and Public Relation in the Moody College of Communication at the University of Texas at Austin. His research focuses on the personality based tailored advertising and its persuasive impact on consumers’ psychology and behavior. In addition to that, he also conducts research on the novel areas of human-computer interaction like virtual influencer and augmented reality. Specifically, he is interested in exploring how consumers feel motivated towards interacting with these innovative technologies and their transfer of the acquired meaning to the brand that employs these technologies. In addition to conducting research, he is also passionate of teaching and tutoring students and loves sharing anecdotes from his professional experience with them. Before starting his doctoral studies, Pratik worked in various fields of mass communication from advertising and events management to journalism and travel writing to integrated marketing communication for about 10 years.