Anssi Tarkiainen: Dr Tarkiainen is an Associate Professor (tenure track) in Digital Marketing. He has 25 articles published or forthcoming in scientific journals, such as Journal of Business Research, Computers in Human Behavior, European Journal of Marketing, and Psychology & Marketing. Overarching theme in his research is human behaviour and decision-making of individuals and groups, which he has studied in the contexts of consumer behaviour, sales management, and strategy. Dr Tarkiainen is a Director of the Viipuri Lab in LUT School of Business and Management. His professional activities also include serving as a reviewer, on an ad hoc basis, for journals such as European Journal of Marketing and International Marketing Review and British Food Journal. He is on the editorial board of British Food Journal.