Russell W. Belk is Kraft Foods Canada Chair in Marketing at the Schulich School of Business, York University, Canada. He is past President of the International Association of Marketing and Development and is a Fellow, past President and Film Festival co-founder of the Association for Consumer Research. He also co-initiated the Consumer Behavior Odyssey and the Consumer Culture Theory Conference. He has received the Paul D. Converse Award and the Sheth Foundation/Journal of Consumer Research Award for Long-Term Contribution to Consumer Research. His research involves the meanings of possessions, collecting, gift-giving, materialism, sharing and global consumer culture. Rosa Llamas is Associate Professor of Marketing at the School of Business, University of Leon, Spain. Her research interests include the meaning of luxury, materialism, transformative consumer research and global consumer culture. Her work is often cultural, visual, qualitative and interpretive and has been conducted in varied cultural settings.