Udo Wagner received his M.A. in Mathematics and his Doctorate in Econometrics, both from the Technical University of Vienna. His venia docendi for Operational Research and Quantitative Management is from the Vienna University of Economics and Business Administration. In 2006, he received an honorary doctorate from the Technical University Braunschweig in Germany. He held positions at Purdue University, Indiana, USA; at ESSEC, France; at the Technical University of Karlsruhe, Germany; and at the Vienna University of Economics and Business Administration, Austria. From 1991 – 2020 he was chaired professor of Management at the University of Vienna. In addition, he was visiting professor at many universities Europe, Asia, and America. Udo Wagner served as president of the European Marketing Academy from 2012 – 2014, and as Chairman of the Marketing Section of the German Academic Association for Business Research between 2014 and 2015. His main stream of research concentrates on marketing with an emphasis on marketing research and models of consumer behaviour applied to empirical data. Udo Wagner is (co-) editor of 17 books, (co-)author of 2 monographs and more than 250 publications with a majority in refereed international journals (e.g., Journal of Marketing Research, Marketing Science, International Journal of Research in Marketing).