Roy Toffoli is an associate professor of marketing at the University of Quebec in Montreal. He received his Ph.D. in marketing from Concordia University and his B.Sc. and M.B.A. from McGill University. His research interests include cross-cultural consumer behavior and marketing communications, entrepreneurial marketing, and eco-friendly behavior. He has published in the Journal of Business Research and Advances in Consumer Research series, published by the Association for Consumer Research. He previously taught on the faculty of McGill University.