Barry J. Babin is Chair and Max P. Watson, Jr. Professor of Business Research at Louisiana Tech University, and Co-Chair of the Board of Governors for the Academy of Marketing Science.  He has authored leading texts in consumer behavior and marketing research and is coauthor of Multivariate Data Analysis (Hair et al., 2006/2010).  Prof. Babin »s research focuses on consumers’ realization of value.  He has published previously in the Journal of the Academy of Marketing Research, the Journal of Business Research, the Journal of Marketing, the Journal of Consumer Research, and the International Journal of Wine Business Research, among others. Marko Sarstedt is chaired professor of Marketing at the Otto-von-Guericke-University Magdeburg (Germany) and adjunct professor at Monash University Malaysia. His main research is in the application and advancement of structural equation modeling methods to further the understanding of consumer behavior and to improve marketing decision-making. His research has been published in journals such as Journal of Marketing Research, Journal of the Academy of Marketing Science, Multivariate Behavioral Research, Organizational Research Methods, MIS Quarterly, and International Journal of Research in Marketing. Marko has co-edited several special issues of leading journals and co-authored several widely adopted textbooks, including “A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM)” (together with Joe F. Hair, G. Tomas M. Hult, and Christian M. Ringle).