Maria Sääksjärvi is Associate Professor of Marketing at the Department of Product Innovation Management at Delft University of Technology, The Netherlands. She holds a PhD and MSc in Marketing. Prior to her academic career, she worked at Accenture as a technology consultant. Her research interests lie in consumer response to new products in the realm of innovations, emotions, and high-technology. She has published articles in the Journal of the Academy of Marketing Science, Psychology & Marketing, Journal of interactive Marketing, and Journal of Personal Selling and Sales Management among others.