Dr. Camelia Micu is Professor of Marketing at Fairfield University. She teaches in the undergraduate and M.B.A. programs in the areas of marketing research, advertising, customer values, consumer behavior, and brand management. Dr. Micu’s research interests include advertising effects and effectiveness, the effect of advertising on trial, cross-cultural consumer behavior, and consumers' regulatory goals. She has published in top marketing journals, including Journal of the Academy of Marketing Science, Journal of Advertising, and Journal of Marketing Theory and Practice.