Marketing professor Eli Cox spoke on whether America is in moral decline at the TexasExes Alumni College in June 2009. He believes it is and is writing a book about it. In his lecture to alumni, Dr. Cox reviewed several relevant books. He explained the economic concept of marginal utility in depth and its effect on quality of life. Dr. Cox argues that there is a point of satiation for most individuals where marginal utility begins to decline. For some individuals, however, no amount of money is enough and that is when aberrant behavior kicks in.