Jordan LeBel is Associate Professor (marketing) at the John Molson School of Business, Concordia University, where he teaches “The Marketing of Food” and the MBA course “Experience Marketing.” Jordan specializes in consumer psychology as it relates to decisions and behaviors motivated by the pursuit of pleasure, particularly in the domains of food choices, eating behavior, and healthy lifestyles. His research focuses on comfort foods (and the unique case of chocolate) as a window into the dynamics of eating decisions and the web of mental associations that influences them. His work is inspired by his background in the food and foodservice industries and his expertise in marketing communications strategies. He has taught at the School of Hotel Administration at Cornell University and at the École Hôtelière de Lausanne in Switzerland. He sits on the steering committee of the McGill Health Challenge, an international think tank that assembles the world’s leading experts in research, policy, and business to develop effective and sustainable solutions to the problems of obesity and chronic diseases. He regularly consults on matters of product development and communication strategies for small and large organizations such as Procter and Gamble, Quaker and Cadbury. Jordan contributed to the development of the cookbook “Gastronomy and the forest”, winner of numerous culinary awards, including Best Cookbook in the World. He is the co-developer of the award-winning online course “Marketing Yourself” and recently introduced the non-credit online seminar “The World of Chocolate: Explore, Experience, Enjoy”.