Anjala S. Krishen is a Professor of Marketing at the University of Nevada, Las Vegas, USA. She holds a BS in Electrical Engineering from Rice University and an MS in Marketing, an MBA, and a PhD from Virginia Tech, USA. She has published over 50 peer-reviewed articles in journals such as Journal of Business Research, Psychology and Marketing, Information and Management, Cornell Hospitality Quarterly, and European Journal of Marketing, and gave a TEDx talk titled, “Opposition: The Light outside of the Dark Box.” Orie Berezan is an Assistant Professor at California State University, Dominguez Hills, USA. He holds a BS in Commerce from the University of Alberta, Canada, and an MS and a PhD in Hospitality Administration (Marketing) from the University of Nevada, USA. He has over two decades of international management experience, and has published work in journals such as Journal of Business Research, Journal of Travel and Tourism Marketing, International Journal of Hospitality Management, Cornell Hospitality Quarterly, and European Journal of Marketing.