J. Craig Andrews is Professor and Charles H. Kellstadt Chair in Marketing at Marquette University, where he has been faculty for 27 years. A visiting professor with Coca-Cola Foods and Fitzgerald & Co. advertising agency, he has also consulted for the Wisconsin Tobacco Control Board, Federal Trade Commission, and Food and Drug Administration. His written work has appeared in Journal of Marketing, Journal of Consumer Research, Journal of Public Policy & Marketing, Journal of Advertising, Journal of Current Issues and Research in Advertising, Journal of Retailing, European Journal of Marketing,