Eric Vernette is Currently professor of marketing at the Graduate School of Management, University of Toulouse I, France. He gained his Ph.D. in marketing (Doctorat d'Etat�) at the University of Paris-Nanterre. His research area is focused on consumer behavior, strategic marketing, and psychometrics. He has published several articles in major European research and managerial marketing journals and in inter�national marketing conference proceedings (ESOMAR.ARF). He also wrote textbooks in marketing, communication, and market and consumer research (namely New Developments and Approaches in Consumer Behavior Research, 1997, as coauthor). He is a member of the board of the French Marketing Association.