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Bernard Korai joined the Department of Agricultural Economics and Consumer Sciences at Université Laval in January 2015. He received his Ph.D. and MBA in Marketing from the Faculty of Business Administration at Université Laval. Passionate about research, his scientific activities focus on the behavior of the consumer, from a consumer-organization perspective. He is responsible for the Chaire de leadership en enseignement sur la consommation et le développement durables. In addition, he is interested in consumer behavior in services and more specifically in funeral services.