Dr. Muhammad Faisal Shahzad holds a PhD in Marketing from the Sichuan Business School, Sichuan University, China. With over 11 years of academic experience, he has made significant contributions to marketing research, particularly in the areas of consumer behavior and marketing. His research primarily focuses on the development and application of quantitative structural models to gain new insights into consumer behavior, consumer ethics, psychological ownership in online gaming—and consumer happiness. His empirical analyses are guided by rigorous economic theory and address real-world challenges, with plans to further expand his research in these areas. Dr. Shahzad’s work has been published in esteemed journals such as the International Journal of Consumer Studies, Technological Forecasting and Social Change, Journal of Contemporary Marketing Science, Journal of Consumer Behaviour, Journal of Islamic Marketing, British Food Journal, Journal of Destination Marketing & Management, and various sustainability-focused journals.