David Gal is Professor of Marketing at the University of Illinois at Chicago.
He joined the faculty of The Kellogg School of Management at Northwestern University where he remained until 2014, at which time he joined the faculty of The University of Illinois at Chicago.
In particular, Gal has cited psychological inertia as an explanation for the endowment effect and status quo bias.
[19][20] In addition to his specific critique of loss aversion, Gal has argued that behavioral economics more broadly has been too concerned with understanding how behavior deviates from standard economic models rather than with understanding why people behave the way they do.
Understanding why behavior occurs is necessary for the creation of generalizable knowledge, the goal of science.