Swee Hoon Ang is an Associate Professor in Marketing at the NUS Business School, National University of Singapore. She received her Ph.D. from the University of British Columbia. She was a Visiting Professor at the University of California at Berkeley, Helsinki School of Economics and Business Administration, and the China-Europe International Business School. She is a coauthor of *Principles of Marketing: An Asian Perspective* with Philip Kotler and Kevin Lane Keller. She has also written numerous articles for journals and conferences. Her research and teaching interests are in advertising and cross-cultural consumer behavior. She has consulted for such companies as Citibank, Johnson & Johnson Medical, and Singapore Pools. Source: *Principles of Marketing: An Asian Perspective*