Jeff Greenberg Jeff Greenberg is a Professor of Psychology and College of Science Fellow at the University of Arizona. As a small child growing up in the Bronx, he was very curious about the human propensities for vanity and prejudice. Jeff majored in psychology at the University of Pennsylvania, but it wasn’t until his final semester, and his first course in social psychology, that he found a field where people where asking the questions he thought should be asked. Soon after starting a master’s program in social psychology at Southern Methodist University, he knew this was what he wanted to spend his life studying and teaching. After receiving his M.A., Jeff completed his Ph.D. at University of Kansas in 1982 under the mentorship of Jack Brehm. He has since received numerous research and teaching awards. His research has contributed to understanding self-serving biases, how motivation affects cognition, the effects of ethnic slurs, the role of self-awareness in depression, cognitive dissonance, and how concerns about death contribute to prejudice, self-esteem striving, and many other aspects of social behavior. Jeff has also co-authored or co-edited six prior books, including the Handbook of Experimental Existential Psychology and In the Wake of 9/11: The Psychology of Terror.