Jyh–shen Chiou (PhD in marketing, Michigan State) is Professor of International Marketing at the National Chengchi University. His research focuses on international marketing, consumer loyalty, and cross–cultural consumer behaviour. His work has been published in European Journal of Marketing Journal of Social Psychology; Genetic, Social, and General Psychology Monographs; Journal of International Consumer Marketing Journal of Global Marketing Journal of Consumer Satisfaction/Dissatisfaction, and Complaining Behaviors; and various conference proceedings.