dr. Paul Ketelaar (PhD, MSc, MSc) lives and works in Nijmegen, in The Netherlands, and was born in The Hague (1960). He is married to Karoline Snip. They have two daughters, Joline (1996) and Marlotte (1997). After finishing his studies Social Psychology and Communication Science (1986), he started travelling and worked as a free-lance photographer (1987-1988). He co-owned a communication agency (1989-2000). Currently he is working as an Assistant Professor in Communication Science at the Radboud University of Nijmegen in the Netherlands (1992-present) and the catholic University of Leuven, Belgium (2008-present). He investigates the effects of new advertising strategies on consumers. Besides he works free-lance as a market researcher and photographer.