Martin Evans is a Senior Fellow at Cardiff Business School, having been Head of Marketing and Strategy there. He previously held professorial posts at the Universities of Portsmouth, Glamorgan and West of England. His industrial experience was with Hawker Siddeley and then as a consultant to a variety of organizations over 30 years. Martin's specialist areas include direct marketing, consumer behaviour, and marketing research and information and he has over 180 publications including nine books, mostly in these areas. He is an academic prizewinner at the International Marketing communications Conference, the Academy of Marketing, the Learning and Teaching Support Network (ITSN) and Institute of Direct Marketing. He is a Fellow of both the Chartered Institute of Marketing and Institute of Direct Marketing. He has Editorial Board experience for eight academic journals and was founding and managing Editor of the Journal of Consumer Behaviour. Martin has discussed his research on both radio and TV. Ahmad Jamal is a Senior Lecturer in Marketing and Strategy and the Coordinator for the Ethnic Marketing Research Group and Programme Director for the MSC in Strategic Marketing at Cardiff Business School. He holds a PhD in Consumer Behaviour from the University of Bradford. Ahmad is a former Deputy Secretary of the Academy of Marketing UK, a member of Association of Consumer Research, European Academy of Marketing and a Senior Examiner for the Chartered Institute of Marketing. He also acts as the Vice President for Western Europe, the Academy for Global Business Advancement (AGBA) and is the Managing Editor for Journal of Global Business Advancement. His research interests include cross-cultural consumer behaviour, self-concept, service quality, brand evaluations and customer satisfaction, and he has published widely in leading academic journals. His major areas of teaching include consumer behaviour, advertising and other forms of marketing communications. Gordon Foxall is a Distinguished Research Professor at Cardiff University. His chief research interests lie in psychological theories of consumer choice and consumer innovativeness and their relationships to marketing management and strategy. He has published some 16 books and over 250 articles and papers on these and related themes and has previously held professorial appointments at the Universities of Strathclyde, Birmingham and Keele. He is a Fellow of both the British Psychological Society (FBPsS) and the British Academy of Management (FBAM) and was recently elected an Academician by the Academy of Learned Societies for the Social Sciences (AcSS).