Patrick De Pelsmacker is Professor of Marketing at the University of Antwerp, Belgium and part-time professor at Ghent University, Belgium. His research focuses on advertising to children and teenagers, advertising effectiveness, online behavior, sustainable consumer behavior, and cross-cultural consumer behavior. His research has been published in journals such as Journal of Advertising, International Journal of Advertising, Journal of Business Research, Young Consumers, Journal of Environmental Psychology, Ecological Economics, and International Marketing Review.