Chi-Yue Chiu received his PhD from Columbia University and is the Executive Director of the Culture Science Institute and the Research Director of the National Institute on Asian Consumer Insight at Nanyang Technological University in Singapore. Peter Hays Gries is the Harold J & Ruth Newman Chair in US-China Issues and Director of the Institute for US-China Issues at the University of Oklahoma. He is author of China's New Nationalism: Pride, Politics, and Diplomacy (University of California Press, 2004), co-editor (with Stanley Rosen) of State and Society in 21st Century China: Crisis, Contention, and Legitimation (Routledge 2004), and has written over 20 journal articles and book chapters. Carols J Torelli is Assistant Professor of Marketing at the Carlson School of Management, University of Minnesota. He has a PhD in Business Administration from the University of Illinois at Urbana-Champaign. His research focuses on cross-cultural consumer behavior, glboal branding, motivated information-processing, and persuasion. Shirley YY Cheng received her PhD in social psychology from UIUC, and is an Assistant Professor of Marketing at the Hong Kong Baptist University. Her research focuses on the social psychology of globalization, specifically on how consumers react to the cultural implications of foreign brands. She is also interested in self-processes in consumer-brand interactions.