Jennifer Gerard Ball is an Assistant Professor in the Department of Advertising & Public Relations.  Her research interests involve a psychological perspective on communication with a specific focus on trust, the interplay of emotion and cognition, and information processing as applied to advertising and promotional health communication. To date, she has implemented these interests through a steady stream of research investigating the effects and perceptions of direct-to-consumer pharmaceutical advertisements from a variety of perspectives. This edition with Dr. Ball encompasses her lecture on “The Price you Pay: Assessing the Presence and Consequences of cost information in Prescription Drug Advertising”.