Faculty & Research

Faculty & Research Faculty & Research

HEC Paris is one of the world’s top research schools in economics and management. Our faculty push the boundaries of knowledge by producing the highest quality research. They aim to have an impact on pedagogy, management practices, public policies and society at large.

Research conducted at HEC Paris comprises both disciplinary and cross-disciplinary work, with a unique combination of scientific excellence and business relevance.

Accounting and Management Control Economics and Decision Sciences Finance Information Systems and Operations Management Languages and Cultures

Management and Human Resources Marketing Strategy and Business Policy Tax and Law

Events

Jan 09

2025

Seminar

2:00 pm

Jouy-En-Josas

English

Department: Finance

Speaker: Xavier Gabaix (Harvard)

Room: TBC

Jan 17

2025

Tom van Laer - On Campus Room T015

10:45 am

Jouy-En-Josas

English

Marketing Research Seminar

Speaker:
Tom van Laer - Associate Professor - Deputy Head of Discipline, Research the University of Sydney - Discipline of Marketing.

Title:
15+ years of research into how stories shape reality and change consumer behaviour: aka the Eras Tour (Tom’s Version)

Abstract:
This seminar explores the profound impact of narratives on consumer attitudes, norms, and behaviours. Drawing on historical and contemporary examples, Tom van Laer examines how stories, from literary works to media releases, have been instrumental in driving social change. The concept of narrative transportation is introduced, detailing how empathy, mental imagery, and suspended reality enable stories to deeply affect consumers, leading to long-term changes in perspectives and actions. Furthermore, Tom delves into the structure of dramatic arcs and their effectiveness in engaging audiences and inspiring action. This framework is applied to contemporary issues like climate change, suggesting a shift in narrative could enhance public engagement and proactive responses. Additionally, the predictive power of literature in foreseeing social conflicts is discussed, with implications for using text analysis to anticipate and mitigate emerging social issues. In conclusion, Tom shows that narratives are powerful tools that shape reality, challenging the notion that stories are mere entertainment.