Associate Professor Paweł Chlipała, Ph.D., works at the Faculty of Marketing at the Kraków University of Economics. He is the author of numerous scientific publications. He has experience both in business practice and research work. He is interested in marketing as a sphere of scientific cognition, including methodology of marketing research, integration of methodological paths, and interpretive approach in research. His main subject of interest is concepts of contemporary marketing – the way they are extracted, analyzed and evaluated. Scientifically and didactically, he is engaged in consumer behavior, especially the evolution of behavior and the determinants shaping it.