Robert D. Tamilia, Honorary Professor of Marketing, School of Business/École des sciences de la gestion, Université du Québec à Montréal, has research interests in the areas of channels and macromarketing, marketing and retail history, development of marketing thought and theory, as well as supply management systems in agribusiness. His textbook on Aldersonian Marketing Thought (with Ben Wooliscroft and Stan Shapiro) has received outstanding reviews. O.C. Ferrell is James T. Pursell, Sr. Eminent Scholar in Ethics, Raymond J. Harbert College of Business at Auburn University. Dr. Ferrell is co-author of several leading textbooks including Business Ethics: Ethical Decision Making and Cases (12th edition), Marketing (19th edition), Marketing Strategy (6th edition), Business and Society (4th edition) Management (3rd edition) and Introduction to Business (12th edition). Karen Hopkins is a lecturer at Auburn University. Her research focuses onpublic health issues from a consumer behavior perspective. Using qualitative methods and surveys, the research program seeks to describe consumer experiences, explain and measure decision making processes, attitudes and behaviors of patients as consumers, and develop an understanding of the consumer experience for the purpose of informing effective marketing and health promotion messages.