Professor Joachim Scholderer from MAPP and Department of Marketing and Statistics, Aarhus School of Business, Denmark works on the intersections of consumer psychology, corporate and marketing communications, public policy, and quantitative methods. Joachim has been involved in a large number of interdisciplinary research projects on food and agribusiness marketing, promotion of commodities and generic technologies, consumer acceptance of modern biotechnologies, and risk and crisis communications. At present, Joachim participates in six EU-funded research projects and several national ones. Joachim has published over 80 journal articles, book chapters and books. He teaches consumer behaviour, marketing research and communications at the Aarhus School of Business. Besides, he is a regular guest lecturer at the University of Tromsø, the Agricultural University of Athens, and the Royal Veterinary and Agricultural University in Copenhagen.