Karine Charry is Associate Professor at IESEG School of Management of the Catholic University of Lille, France. Her research focuses on consumer behaviour as well as persuasion mechanisms in marketing and health prevention communications. Kristof Coussement is Associate Professor of Marketing Analytics at IESEG School of Management (Lille|Paris, France). He teaches several marketing related courses, in which students are taught the theoretical principles of all aspects in marketing research. Nathalie Demoulin is Associate Professor of Marketing at IESEG School of Management (Lille|Paris, France), Catholic University of Lille. She teaches several courses related to marketing strategy. Nico Heuvinck is Assistant Professor of Marketing at IESEG School of Management (LilleParis, France). He teaches several marketing courses including 'Marketing Research', 'Strategic Marketing Research', 'Marketing Research Methodology - Experimental designs' and 'Neuromarketing'.