Dr. Jianping Liang is an Associate Professor of Marketing in Sun Yat-sen Business School at Sun Yat-sen University. His research focuses on consumer judgment and decision making, especially on how emotion and cognition influence consumers’ evaluation and choice behavior. Dr. Liang’s research has been published in the Journal of Consumer Psychology, the Journal of Consumer Behaviour, Internet Research, the Journal of Product & Brand Management, and the Journal of Comparative International Management. Dr. Liang obtained his Ph.D. in Marketing from the Ivey Business School at Western University, M.Sc. in Consumer Studies from the University of Guelph, and Bachelor’s degree in Marketing from Sun Yat-sen Business School at Sun Yat-sen University. Dr. Liang is currently the principle investigator and deputy director of the Chan Sui-Kau Asian-Pacific Case Development and Research Center. He has been the principle investigator in two national research projects, and a major investigator in more than twelve national research projects, all funded by the National Natural Science Foundation of China or the Social Sciences and Humanities Research Council of Canada.