Eric Spangenberg is dean of the College of Business at Washington State University, where he holds the Geoff and Florence Maughmer Freedom Philosophy Endowed Chair. He has a bachelor’s degree in business administration from WSU, a master’s of business administration from Portland State University and a doctorate in marketing and social psychology from the University of Washington. He serves on the editorial review board for the Journal of Consumer Research. (Photo by Shelly Hanks)

What is your favorite place in Washington?

Outside of my home in Pullman. I love climbing and skiing in the Cascades.

What is your idea of happiness?

Sharing time and conversation over good food and drink with family and friends. I also enjoy exercise in the outdoors.

What accomplishment are you most proud of?

I am most proud of the family my wife and I are raising.

What do you most regret?

Not visiting the U.S.S.R. and other eastern bloc countries before the fall of communism.

What do you most fear?

Irreparable degradation of the environment; I want future generations to have the opportunity to enjoy the outdoors as I have.

Who in history do you most admire?

Mother Teresa and Nelson Mandela.

What Washington CEO do you most admire?

Scott Carson of Boeing Commercial Airplanes. His work ethic is incredible, and he and his wife, Linda, have raised a great family.

What personal trait would you rather not have?

I have a tendency to be overly critical of myself and others. I can handle myself, but I don’t always like how I come off criticizing others.

What trait bothers you most in others?

Failure to follow through.

What do you consider the most overrated virtue in an executive? Smoothness . . . although I do appreciate a sharp dresser.

When do you find it necessary to lie?

Never.

What person do you most despise?

That is a pretty strong word. I really don’t despise anyone, but I do not respect people who lack integrity.

What is the greatest love of your life?

My wife, Judy.

Where were you most happy?

Skiing and climbing in the Swiss and French Alps.

What talent would you most like to possess?

The ability to time-travel. I’d also like to speak French, which is something I can actually work on.

What do you see as the greatest obstacle to Washington’s future economic growth?

Failure to adequately train our workforce is the biggest threat to our state’s economic well-being.

What is your most significant achievement?

Publishing in top research journals in my field and becoming dean at my alma mater.

What is your most valued possession?

I would have to say my skis and bicycles. Nothing is so important, however, that it cannot be replaced.

What attributes do you most like in a man or woman?

Integrity, a good sense of humor, and a strong work ethic.

Who is your favorite author and why?

I particularly enjoy Len Deighton, Robert Littell, and John Le Carré, because I’m intrigued by the whole idea of espionage.

Who is your favorite hero of fiction and why?

Atticus Finch of To Kill a Mockingbird: He is the moral ideal of both a professional and a human being. Brutally honest, a pacifist, and a persistent crusader for good, he is also devoid of the racial or class prejudices afflicting others of his time.

What turns you off the most?

Child abuse.

What is your motto?

Go Cougs!

What one thing in Washington would you change?

The level at which the state supports higher education.