Xiang Fang (Ph.D., University of Kansas) is Associate Professor of Marketing in the Spears School of Business at Oklahoma State University. His research interests include brand extension and alliance, emotion, public policy issues, and cross-cultural consumer research. His research has been published in the Journal of Consumer Research, Journal of Business Research, Psychology & Marketing, European Journal of Marketing, Journal of Consumer Affairs, and other journals and conference proceedings. Currently, Fang teaches the Consumer Behavior Seminar (Ph.D. program) and consumer behavior (undergraduate). He has received the Spears School of Business Richard W. Poole Research Excellence Award and is a member of the American Marketing Association and the Association for Consumer Research.