Jenni is a Research Professor with the Ehrenberg-Bass Institute for Marketing Science.  She also serves as the Institute's International Director.  Her research explores how the memories that people hold affect the choices they make and how marketing activity affects the memories that people hold. Specifically this leads to researching Mental Availability, Distinctive Assets, Advertising effectiveness, Buyer behaviour patterns and word-of-mouth across a wide range of contexts and countries.  She has also authored three books:  Better Brand Health, Building Distinctive Brand Assets, and How Brands Grow Part 2.