Kirk Plangger is a PhD candidate in marketing at the Beedie School of Business, Simon Fraser University (Canada). Mr. Plangger's work has been published in Business Horizons, Journal of Advertising Research, Journal of Public Affairs, Journal of the Academy of Business Education, Journal of Financial Services Marketing, Australasian Marketing Journal, and Journal of Strategic Management Education. He can be reached at kirk_plangger@sfu.ca.