Shintaro Okazaki is an Assistant Professor of Marketing at the Autonomous University of Madrid, from which he obtained his PhD. He also holds a Bachelor in Economics from Aoyama Gakuin University (Japan), and an MBA from Oregon State University. His main research interests include cross-cultural issues in consumer behaviour and marketing communications. His research has been published in the European Journal of Marketing, Journal of Internet Research, Journal of International Consumer Marketing, Journal of Marketing Communications and Electronic Markets. He has also presented papers at the European Marketing Academy Conference, Asia-Pacific Advances in Consumer Research and the American Academy of Advertising Conference, among others.