Hester van Herk is Professor of Cross-Cultural Marketing Research at Vrije Universiteit, Amsterdam, the Netherlands. She is an expert in consequences of personal and cultural val­ues on consumer behavior in developed and emerging markets and in cross-cultural research methodology. She is co-author of the book International and Cross-Cultural Business Research (Sage 2017). About cross-cultural and methodological topics professor Van Herk has published in journals such as Journal of Marketing Research, Journal of Cross-Cultural Psychology, Journal of International Marketing, European Journal of Marketing, Organizations and Markets in Emerging Economies, and Multivariate Behavioral Research.

Carlos J. Torelli is Professor of Business Administration, University of Illinois at Urbana-Champaign. He is an expert in cross-cultural consumer psychology and global branding. Professor Torelli is the author of Globalization, C

1. 1. Advancing our Understanding of Cross-cultural Issues in Consumer Science and Consumer Psychology Hester van Herk & Carlos J. Torelli.- 2. Culture at the Country Level Robbert Maseland & André van Hoorn.- 3. Putting the Pieces Together: Culture and the Person Nancy Wong & Julie Anne Lee.- 4. Culture and Consumer Behavior Carlos J. Torelli, María A. Rodas, & Pascale Lahoud.- 5. Is it culture? A pragmatic approach to cross-cultural analysis Hester van Herk & Ype H. Poortinga.- 6. Positive and negative sentiments towards other nations Petra Riefler.- 7. Country-of-Origin Effects Katharina Zeugner-Roth.- 8. Culture and Branding Zeynep Gürhan-Canli, Ceren Hayran, & Gülen Sarial-Abi.- 9. Subsistence Marketplaces at the Confluence of Culture, Poverty and Low Literacy: Materially Poor Bu