Vincent-Wayne Mitchell is Professor of Marketing at The University of Sydney Business School. He did his PhD in Professional Services Marketing at Manchester University where he became UMIST’s youngest Professor. He has spent 30 years researching consumers and published over 200 academic and practitioner papers in journals such as Harvard Business Review, Journal of Consumer Psychology, Journal of Economic Psychology on consumer problems such as; confusion, risk, complaining behaviour, confinement and privacy. As a passionate educator his book called ‘Real People, Real Decisions’ won Financial Times/Pearson Prentice Hall Higher Education Book of the Year Award 2010 and is now in its 3rd Edition.