LISA PEÑALOZA is Scientific Director, InteraCT Research Center, EDHEC Business School, Lille and Nice, France, and Coeditor of the journal Consumption, Markets, and Culture. Her current research explores the intricate mix of cultural meanings and economic values in the credit consumption of the U.S. middle class, as values of freedom, security, and national achievement are threatened by costly credit card charges and falling housing prices. Other research projects have examined the challenges of ranchers and consumers maintaining cultural traditions and memories at a western stock show, the mutual adaptation of Mexican immigrant consumers and the marketers doing business with them in the U.S., the development of community among subsequent generations of Mexican Americans, and the bittersweet impacts of remittances in Mexican families. Her research has been published in the Journal of Consumer Research, Journal of Marketing, Consumption, Markets and Culture, Public Policy and Marketing, International Journal of Research in Marketing, Marketing Theory, Journal of Strategic Marketing, and the International Journal of Sociology and Social Policy.