Ty was born and raised in Albuquerque, NM, where he graduated Magna Cum Laude from the University of New Mexico with a Bachelor's of Business Administration with a concentration in Marketing. He earned his Master's of Science in Marketing at Texas A&M University, where he later worked as a Lecturer for two years, teaching Consumer Behavior and Digital Marketing. He has done award-winning marketing work for companies like Acura, Adobe, Dion's Pizza, Brookshire Brothers, and TerraMar Imports.
Ty’s research examines how consumers’ brand perceptions drive downstream behaviors. He studies the appeal of snake oil products and what kinds of consumers are receptive to them, the effects of news brands on consumers’ perceptions of trustworthiness, and how to determine consumer deservingness of desirable, scarce resources.