Dr. Soonkwan Hong is originally from Inchon, South Korea and has lived in Vancouver, BC, Canada and more recently in South Texas. His research interests include consumer identity project, consumer agency, and co-optation theory. He believes that “edutainment,” utilizing up-to-date technology, is one of the most successful teaching methods. His research has been published in Journal of Relationship Marketing, CyberPsychology & Behavior, Journal of Promotion Management, Advances in Consumer Research, Review of Business Research, The TQM Magazine, International Journal of Quality and Reliability Management, Journal of Computer Information Systems, International Journal of Electronic Marketing and Retailing, and International Journal of Technology Marketing. Dr. Hong is a member of three academic associations to which he has presented his research: American Marketing Association, Association for Consumer Research, and Academy of Marketing Science. He enjoys almost all sports, especially tennis, golf, and snowboarding. He is married with two children, Emily and Ian.