Marketing in Ph.D

1.  Consumer persuasion and choice

Faculty members: Caroline Cuny, Marianela Fornerino, Aurélie Merle, Olivier Trendel, Murat Usta, Carolina Werle.

PhD student: Reza Movarrei

Description:

The Consumer Persuasion & Choice research specialization studies factors influencing consumer evaluations, beliefs and choices of brands, products or services. Examples of such factors are type of communication tactics used or choice delegation. Articles from this specialization have been published in Journal of Marketing Research, Marketing Letters and Recherche et Applications en Marketing.

Selected publications:

  • Capelli S., Sabadie W. et Trendel O., 2012. Faire rire ou faire peur ? L'étude du rôle modérateur de l'attractivité de la source et de ses habitudes de communication dans le cas d'une campagne électorale, Recherche et Applications en Marketing, 2: 21-43
  • Merle A., Senecal S. and St-Onge A., 2012. Whether and How Virtual Try-On Influences Consumer Responses , International Journal of Electronic Commerce  , 16, 3: 41-64.
  • Carolina Werle & Caroline Cuny, 2012. The boomerang effect of mandatory sanitary messages to prevent obesity, Marketing Letters, 23: 883-891.
  • Usta Murat, 2011. Self-Regulatory Strength and Consumers' Relinquishment of Decision Control: When Less Effortful Decisions are More Resource Depleting , Journal of Marketing Research, XLVIII: 403.
  • Fornerino Marianela, Jolibert Alain, Sanchez Carol, Zhang MengXia, 2011. Do values or goals better explain intent? A cross-national comparison, Journal of Business Research, n° 64: 490-496.
  • Merle A., Chandon J.-L, Roux E. and Alizon F., 2010. Perceived value of the mass-customized product and mass customization experience for individual consumers, Production & Operations Management, 19, 5: 503-514.
  • Fornerino M., Helme-Guizon A. Gotteland, 2008. Expériences cinématographiques en état d'immersion : effets sur la satisfaction, Recherche et Applications en Marketing, 23, 3: 93-111
  • Trendel Olivier, Warlop Luk, 2005. Présentation et applications des mesures implicites de restitution mémorielle en marketing, Recherche et Applications en Marketing, 20/2: 77-104.

2.     Product and service innovation

Faculty members: Jean-Marie Boulé, Corinne Faure, David Gotteland, Christophe Haon, Aurélie Merle, Benoit Meyronin, Chirag Patel, Laurent Tournois

Description:

The Product & Service Innovation specialization develops research on factors influencing new product and services performance, such as new product development team characteristics and processes, strategic orientations of the firm, and mass customization. Articles from this specialization have been published in International Journal of Marketing Research, Journal of Product Innovation Management, Marketing Letters, Production and Operations Management, M@n@gement, etc.

Selected publications:

  • Faure, Corinne and Martin Natter, 2010. New metrics for evaluating preference maps, International Journal of Research in Marketing, 27(3): 261-270.
  • Gotteland David and Haon Christophe, 2010. La relation orientation marché – performance d'un nouveau produit : le rôle oublié de la diversité des équipes de développement, M@n@gement , 13/5: 366-381.
  • Merle A., Chandon J.-L, Roux E. and Alizon F., 2010. Perceived value of the mass-customized product and mass customization experience for individual consumers, Production & Operations Management, 19, 5: 503-514.
  • Faure, Corinne, 2009. Attribution biases in the evaluation of new product development team members, Journal of Product Innovation Management, 26: 407-423
  • Gotteland David, Haon Christophe, Jolibert Alain, 2009. L'orientation marché affecte-t-elle la performance des produits nouveaux ? Une approche méta analytique, M@n@gement , 12/3: 204-223.
  • Haon Christophe, Gotteland David and Fornerino Marianela, 2009. Familiarity and competence diversity in new product development teams: Effects on new product performance, Marketing Letters, 20, 1: 75-89.
  • Merle A., Chandon J.-L. and Roux E, 2008. Comprendre la valeur perçue de la customisation de masse. Un modèle dissociant la valeur du produit customisé et de l'expérience de co-design, Recherche et Applications en Marketing, 23, 3: 27-50.
  • Gotteland David, Haon Christophe and Gauthier Caroline, 2007. L'orientation marché : Synthèse et nouvelles directions théoriques, Recherche et Applications en Marketing, Vol. 22, N°1: 45-59.
  • Gotteland D. and Boulé J-M, 2006. The market orientation - new product performance relationship: redefining the moderating role of environmental conditions, International Journal of Research in Marketing, 23-2: 171-185.

3.     Customer management

Faculty members : Benoît Aubert, Jean-Marie Boulé, Marianela Fornerino, David Gotteland, Christophe Haon, Michel Polski, Daniel Ray

PhD student: Pabitra Chatterjee

Description:

Researchers in the Customer Management specialization work on company relationships with their customers and especially on customer satisfaction and loyalty, salesforce management, negotiations, and customer relationship management. Articles from this specialization have been published among others in Journal of Business Research and Recherche et Applications en Marketing.

Selected publications:

  • Haon Christophe, Patel Chirag, 2011. Création de trafic, expérience de navigation et performance commerciale : que nous apprennent les 500 plus importants sites marchands américains ?, Systèmes d'Information et Management, 16(4): 9-36.
  • Fornerino Marianela, Jolibert Alain, Sanchez Carol, Zhang Meng Xia, 2011. Do values or goals better explain intent? A cross-national comparison, Journal of Business Research, n° 64: 490-496.
  • M. Fornerino, A. Godener, D. Ray, 2010. La satisfaction des managers vis-à-vis du contrôle de gestion et leur performance managériale, Comptabilité Contrôle Audit,16 (3): 101-126.
  • Fornerino M., Helme-Guizon A. and Gotteland D, 2008. Expériences cinématographiques en état d'immersion : effets sur la satisfaction, Recherche et Applications en Marketing, 23, 3: 93-111.
  • Ray J.-J., Ray D., 2008. Modéliser les phénomènes multiniveaux en marketing, Recherche et Applications en Marketing, Vol 23, n°1: 55-80.
  • Ray Daniel et David Gotteland, 2005. Mesurer l'asymétrie des impacts des attributs sur la satisfaction : comparaison de la validité convergente de cinq méthodes, Recherche et Applications en Marketing, 20,1: 1-19.

4.     Social Marketing

Faculty members: Caroline Cuny, Corinne Faure, Aurélie Merle, Joachim Schleich, Carolina Werle

PhD student: Mia Birau

Description:

Research in the Social Marketing specialization focuses on public policy issues such as obesity and other eating disorders, purchase of local products and of energy-efficient or low carbon products. Recent research in this area of specialization have been published in Marketing Letters, Appetite, Energy Policy, Ecological Economics, and Recherche et Applications en Marketing.

Selected publications:

  • Carolina Werle & Caroline Cuny, 2012. The boomerang effect of mandatory sanitary messages to prevent obesity, Marketing Letters, 23 (3): 883-891. 
  • Mills, Brad; Schleich, Joachim, 2012. Residential Energy-Efficient Technology Adoption, Energy Conservation, Knowledge, and Attitudes: An Analysis of European Countries. Energy Policy, 49: 616–628.
  • Werle C., Trendel O., Ardito G., 2012. Unhealthy Food is Not Tastier for Everybody: The Healthy=Tasty French Intuition, Food Quality and Preference, 28, 116-121.
  • Werle C., Boesen-Mariani S., Gavard-Perret M., Berthaud S., 2012. Prévention de l'obésité auprès des adolescents : l'efficacité de l'argument « risque social » sur les intentions et comportements alimentaires, Recherche et Applications en Marketing, (3): 999.
  • Werle, Carolina, Brian Wansink & Collin Payne, 2011. Just thinking about exercise makes me serve more food. Physical activity and calorie compensation, Appetite, 56 (2): 332-335. 
  • Brad Mills; Joachim Schleich, 2010. What's Driving Energy Efficient Appliance Label Awareness and Purchase Propensity, Energy Policy, 38 (2): 814-825.
  • Schleich, Joachim, Thomas Hillenbrand, 2009. Determinants of residential water demand in Germany, Ecological Economics , 68 (6): 1756-1769.
  • Werle, Carolina, Brian Wansink and Collin Payne, 2006. Counting Bones: Visual Monitoring Decreases Food Intake, Obesity, 14: A82.