Marcel Lichters (Doctorate in Economics from Otto-von-Guericke-University of Magdeburg, Germany) is an Assistant Professor of Consumer Behavior at the Otto-von-Guericke-University of Magdeburg, Germany. He has gained extensive experience while working for years in international market research companies. His research interests include consumer decision-making, field experimentation, conjoint analysis, and sensory marketing. His articles have been published in journals including Journal of Business Research, Journal of Marketing Research, Journal of Service Research, Marketing Letters, AMS-Review, Health Policy, Journal of Retailing and Consumer Services, and International Journal of Psychology. He has done consulting and/or research collaboration with several companies in the USA, Germany, Switzerland, and Australia.