Sylvain Sénécal is Professor of Marketing, RBC Financial Group Chair of E-Commerce, and Co-director of the Tech3Lab at HEC Montreal. His research focuses on online consumer behavior and consumer neuroscience. It has been published in journals such as Journal of the Academy of Marketing Science, Journal of Retailing, and Journal of the Association for Information Systems. Before joining academia, he held marketing positions at Arcelor Mittal. He is president of imarklab, a customer experience consulting firm.