Nico Heuvinck is Professor of Marketing & Academic Director of the MSc in Digital Marketing & CRM at IESEG School of Management (France) and received his Ph.D. in Marketing at Ghent University (Belgium). In the past he has been visiting Professor at Ghent University (Belgium), K.U. Leuven (Belgium), and Loyola College (India). He also co-authored the “Marketing Research with IBM® SPSS Statistics” book published by Routledge. Dr. Heuvinck’s research focuses on the area of consumer behavior, and more specifically, he explores consumer lay theories in healthy food decision making, consumers’ ethical decision making, store atmospherics, goals and motivation, and two-sided advertising. His work has appeared in leading marketing journals such as the Journal of Consumer Research, the Journal of Consumer Psychology, the Journal of Business Ethics, and the International Journal of Advertising. Dr. Heuvinck’s work has appeared in numerous international media outlets including the Times, the Independent, the Mirror, the Sun, Daily Mail, Metro, de Telegraaf, and the Marketing Science Institute. He is also a past recipient of the EMAC 2011 ‘Best Paper of the Conference based on a Doctoral Dissertation Award’ and the ANZMAC 2018 ‘Best Paper in the Consumer Behavior Track Award’.