Dr. Lei Ouyang is an Assistant Professor in the Department of Sport Management at Marshall University. His primary research interest is sport consumer behavior, focused on the socio-psychological variables that influence consumers’ decision-making process. This line of research has been extended to sport consumer’s pricing behavior. His research received prestigious awards for innovative research (e.g., Best paper award from 2017 Sport Marketing Association; 2017 NAKHE-Joanna Davenport Poster Presentation Prize for Doctoral Students). Through research collaboration with colleagues. Lei has published manuscripts in various peer-reviewed journals, including the Journal of Global Sport Management, Event Management, and ICHPER-SD Journal of Research. Lei’s work has been presented at various academic conferences, including the North American Society for Sport Management (NASSM), the Sport Marketing Association (SMA), and the American Alliance for Health, Physical Education, Recreation, and Dance (AAHPERD).