As consumers, we notice the growing number of brands and options in the marketplace, which shapes how we interact with products/services and make choices. While I am a logical thinker focusing on efficiency and practicality, my research and teaching emphasize the emotional aspects of consumption and retail strategies. My research has employed the hedonic, experiential, or emotional constructs, and you will find these terms reflected in my research articles. I integrate this approach into courses of Consumers in the Global Marketplace and Brand Communication, encouraging students to critically analyze how cultural and emotional factors shape consumer decisions and retailers’ strategic approaches.