Hester van Herk is professor of Cross-Cultural Marketing Research at Vrije Universiteit, Amsterdam. Her recent research focuses on antecedents and consequences of personal and cultural values on consumer behaviour in developed and emerging markets and on research methodology providing insight into differences and similarities between survey responses from different nations and cultural groups. About these subjects she has published in journals such as Journal of Marketing Research, Journal of Cross-Cultural Psychology, Journal of International Marketing, European Journal of Marketing, Organizations and Markets in Emerging Economies, and Multivariate Behavioral Research.