Marketing Professor Towhidul Islam studies how consumers make savings choices. Every business wants to unravel the secrets of consumer decision-making. Why do people make the choices they make? Can we separate customer choice (or preference) from uncertainty (or inconsistency)? What influences choices, and how do preferences and inconsistencies change over time? Research by Prof. Towhidul Islam, Marketing and Consumer Studies, can help answer some of those questions. But he intends to do more than help corporations do a better job of selling their products. By informing regulators, industry and governments about how choices are made, he hopes to help shape policies requiring clearer and more complete information for consumers. Islam says missing information can make it harder to figure out what you want to do.