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Sylvain Senecal is Professor of Marketing, RBC Financial Group E-commerce Chair, and Tech3Lab Co-director at HEC Montreal. Prior to joining HEC Montreal in 2004, he was Assistant Professor of Marketing and Electronic Commerce at the University of Toledo (Ohio, USA.). He has taught several marketing and ecommerce courses in Austria, Canada, France, South Korea, and the United States. His research interests are related to consumer marketing on the Internet and consumer neuroscience. His work has been published in leading marketing and e-commerce scientific journals.