Joël Brée is Professor at the University of Caen Normandy and at ESSCA School of Management (France). He was President of the French Marketing Association (AFM) from 2004 to 2006. He is part of the editorial board of several journals (Marketing Decisions, Young Consumers ...) and was Editor-in-Chief of the journal Recherche et Applications en Marketing from 2010 to 2014. He is the author of numerous publications on the behavior of the consumer, and in particular on the problems relating to children and teenagers as consumers (subject on which he also supervised many Ph.Ds).