Marc VANHUELE

Other

Marketing

Biography

Marc Vanhuele (PhD UCLA) is Professor of Marketing. He teaches marketing and pricing management. His research focuses on two fields: how customers treat price information and how marketing managers can improve their decision making through better use of quantitative information on the consumer’s mindset. He has served as associate dean, first responsible for digital and for HEC’s participation in the Université Paris-Saclay and later as director of pre-expérience programs. He also works as consultant in market research and as expert witness in commercial litigation. His research has been published in the leading academic journals in marketing and he is co-author of the book “Consumer Behavior. Applications in Marketing.” (Sage 2022) that brings together the most recent research on consumer behavior of interest to marketers.

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Scientific articles

Advertising’s Sequence of Effects on Consumer Mindset and Sales: A Comparison Across Brands and Product Categories

International Journal of Research in Marketing, June 2023, vol. 40, n° 2, pp 435-454, (in coll. with A. VALENTI, G. YILDIRIM, S. SRINIVASAN, K. PAUWELS)

How Do Consumers Read and Encode a Price?

Journal of Consumer Research, October 2023, vol. 50, n° 3, pp 510-532, (in coll. with G. LAURENT)

Where do customer loyalties really lie, and why? Gender differences in store loyalty

International Journal of Retail & Distribution Management, 2016, vol. 44, n° 8, pp 799-813, (in coll. with A.-F. AUDRAIN-PONTEVIA)

Consumer Attitude Metrics For Guiding Marketing Mix Decisions

Marketing Science, July-August 2014, vol. 33, n° 4, pp 534-550, (in coll. with D. HANSSENS, K. PAUWELS, S. SRINIVASAN, G. YILDIRIM)

Mindset Metrics in Market Response Models: An Integrative Approach

Journal of Marketing Research, August 2010, vol. 47, n° 4, pp 672-684, (in coll. with S. Srinivasan, K. Pauwels)

Creativity and E-Advertising: A Qualitative Study of Art Directors' Creative Processes

Empirical Studies of the Arts, January 2008, vol. 26, n° 1, pp 5-13, (in coll. with D. Courbet, M. Fourquet-Courbet)

How web banner designers work: The role of internal dialogues, self-evaluations, and implicit communication theories

Journal of Advertising Research, June 2007, vol. 47, n° 2, pp 183-192, (in coll. with M. Fourquet-Courbet, D. Courbet)

Consumers' Immediate Memory for Prices

Journal of Consumer Research, September 2006, vol. 33, n° 2, pp 163-172, (in coll. with X. Drèze, G. LAURENT)

How Do We Memorize Prices? A Numerical Cognition Perspective

Advances in Consumer Research, 2005, vol. 32, pp 447-448, (in coll. with Z. Kenesei, X. Drèze, G. LAURENT)

Mesure et analyse de la multi-fidélité aux magasins

Décisions Marketing, february, 3 2003, n° 32, pp 71-82, (in coll. with C. Balagué, L. Daudigeos, X. Drèze)

Books

Consumer Behaviour: Applications in Marketing

SAGE Publications 2021 (in coll. with R. EAST, J. SINGH, M. WRIGHT )

Consumer Behaviour - Applications in Marketing

SAGE Publications 2013 (in coll. with R. EAST, M. WRIGHT )

Consumer Behaviour - Applications in Marketing

Wolters Kluwer Polska 2011 (in coll. with R. EAST, M. WRIGHT )

Consumer Behaviour - Applications in Marketing

SAGE Publications 2008 (in coll. with R. East, M. Wright )

Chapters in edited books

Consumer Attitude Metrics for Guiding Marketing Mix Decisions

Long-Term Impact Of Marketing, A Compendium, Dominique M Hanssens, World Scientific Publishing Company

Grande distribution : client fidèle, client volage

L'Art Du Management 3, HEC Paris, Dunod, 395-398

La privatisation de Rhône-Poulenc : l'efficacité se prépare longtemps à l'avance

La Communication Efficace, J. Lendrevie (Ed.), Dalloz, 177-184

Proceedings

Negative Language Makes Online Reviews More Useful

E - European Advances in Consumer Research , 2018 , 11 (N. GEORGIEV)

Creativity and E-Advertising A Qualitative Study of Art Directors' Creative Processes

Proceedings of the XIX Congress Internaitonal Association of Empirical Aesthetics , 2006 , Avignon , Culture and Communication (M. Fourquet-Courbet, D. Courbet)

La communication publicitaire écrite sur internet : de la production aux traitements cognitifs des textes et à l'influence sur la cognition implicite

Colloque et bilan du programme "Société de l'information" du CNRS et du Ministère de la Recherche , 2005 , Lyon , La société de l'information et ses enjeux (N. Pignier, M. Fourquet-Courbet, F. Lavigne, S. Denis, J. Intartaglia, A. Borde, D. Courbet)

The Effectiveness of Non-Focal Exposure to Web Banner Ads

34th Annual Conference of the European Marketing Academy , 2005 , Milan , Proceedings (D. Courbet, S. Denis, F. Lavigne, A. Borde)

Working papers

Advertising's Impact on Brand Price Elasticity

SSRN Electronic Journal , 2024

Advertising’s Long-Term Impact on Brand Price Elasticity Across Brands and Categories

Cahier de Recherche du Groupe HEC , 2016

Connaissance du prix par les enfants de 5 à 13 ans : une étude exploratoire

Cahier de Recherche du Groupe HEC , 2006

Consumers' Immediate Memory for Prices

Cahier de Recherche du Groupe HEC , 2005

Do Consumers Really Know if the Price is Right ? Direct Measures of References Price and their Implications for Retailling

Cahier de Recherche du Groupe HEC , 2000

Separating the Long and Short-Term Effects of Advertising Repetition on Brand Name Awareness

Cahier de Recherche du Groupe HEC , 1994

Psychopsysiological Measures and Marketing Research - the Potential of Electro-Dermal Response

rapport de recherche 8902, département d'Economie Appliquée, KULeuven , 1989

Specification and Empirical Evaluation of a Simple Asymmetric Market Share Model

EIASM working-paper, Bruxelles , 1987

Scientific articles

Advertising’s Sequence of Effects on Consumer Mindset and Sales: A Comparison Across Brands and Product Categories

International Journal of Research in Marketing, June 2023, vol. 40, n° 2, pp 435-454, (in coll. with A. VALENTI, G. YILDIRIM, S. SRINIVASAN, K. PAUWELS)

How Do Consumers Read and Encode a Price?

Journal of Consumer Research, October 2023, vol. 50, n° 3, pp 510-532, (in coll. with G. LAURENT)

Where do customer loyalties really lie, and why? Gender differences in store loyalty

International Journal of Retail & Distribution Management, 2016, vol. 44, n° 8, pp 799-813, (in coll. with A.-F. AUDRAIN-PONTEVIA)

Consumer Attitude Metrics For Guiding Marketing Mix Decisions

Marketing Science, July-August 2014, vol. 33, n° 4, pp 534-550, (in coll. with D. HANSSENS, K. PAUWELS, S. SRINIVASAN, G. YILDIRIM)

Books

Consumer Behaviour: Applications in Marketing

SAGE Publications 2021 (in coll. with R. EAST, J. SINGH, M. WRIGHT )

Consumer Behaviour - Applications in Marketing

SAGE Publications 2013 (in coll. with R. EAST, M. WRIGHT )

Consumer Behaviour - Applications in Marketing

Wolters Kluwer Polska 2011 (in coll. with R. EAST, M. WRIGHT )

Consumer Behaviour - Applications in Marketing

SAGE Publications 2008 (in coll. with R. East, M. Wright )

Chapters in edited books

Consumer Attitude Metrics for Guiding Marketing Mix Decisions

Long-Term Impact Of Marketing, A Compendium, Dominique M Hanssens, World Scientific Publishing Company

Grande distribution : client fidèle, client volage

L'Art Du Management 3, HEC Paris, Dunod, 395-398

La privatisation de Rhône-Poulenc : l'efficacité se prépare longtemps à l'avance

La Communication Efficace, J. Lendrevie (Ed.), Dalloz, 177-184

Proceedings

Negative Language Makes Online Reviews More Useful

E - European Advances in Consumer Research , 2018 , 11 (N. GEORGIEV)

Creativity and E-Advertising A Qualitative Study of Art Directors' Creative Processes

Proceedings of the XIX Congress Internaitonal Association of Empirical Aesthetics , 2006 , Avignon , Culture and Communication (M. Fourquet-Courbet, D. Courbet)

La communication publicitaire écrite sur internet : de la production aux traitements cognitifs des textes et à l'influence sur la cognition implicite

The Effectiveness of Non-Focal Exposure to Web Banner Ads

34th Annual Conference of the European Marketing Academy , 2005 , Milan , Proceedings (D. Courbet, S. Denis, F. Lavigne, A. Borde)

Working papers

Advertising's Impact on Brand Price Elasticity

SSRN Electronic Journal , 2024

Advertising’s Long-Term Impact on Brand Price Elasticity Across Brands and Categories

Cahier de Recherche du Groupe HEC , 2016

Connaissance du prix par les enfants de 5 à 13 ans : une étude exploratoire

Cahier de Recherche du Groupe HEC , 2006

Consumers' Immediate Memory for Prices

Cahier de Recherche du Groupe HEC , 2005

Education

1998
International Teachers Programme, London Business School - United Kingdom
1994
Ph.D. in Marketing Management, UCLA, University of California at Los Angeles - USA
1985
MBA in Marketing / Business Economics, Université catholique de Leuven (KULeuven) - Belgium
1984
Licentiaat, Communication Science, Université catholique de Leuven (KULeuven) - Belgium

Academic appointments

Academic Responsibilities at HEC

2019-2021 Associate Dean for Pre-experience Programs HEC Paris
2015- Professor, Marketing HEC Paris
2013-2015 Head, Marketing Department HEC Paris
1993-2015 Associate Professor HEC Paris
2005-2011 Associate Dean for Research HEC Paris
2003-2005 Membre du Comité d'évaluation HEC Paris
2004- Member of GREGHEC, the joint research laboratory CNRS-HEC Paris HEC Paris
Coordinateur pôle « comportement du consommateur » au sein du labo GREGHEC (CNRS) HEC Paris

External Academic Responsibilities

1990-1993 Assistant UCLA, University of California at Los Angeles
1985-1989 Assistant Université catholique de Leuven (KULeuven)

Scientific Activities

Membership in Academic or Professional Organisation

Membre elu du conseil d'administration, Association Francaise du Marketing
Membre du bureau de l'Association Francaise du Marketing
Member, American Marketing Association
Member, Association Francaise du Marketing
Member, Association for Consumer Research
Member, European Marketing Academy

Editorial activities

February 2016- Senior Editor, International Journal of Research in Marketing

2009- Ad-hoc reviewer, Recherche et Applications en Marketing

2003- Reviewer, Association Francaise du Marketing Conference, Tunis

2003- Reviewer, La Londe Conference on Marketing Communications and consumer Behavior

June 1999 Editor of European Advances in Consumer Research, vol. 4, 2000 - Proceedings of the "4th European Conference of The Association for Consumer Research 'Bridging the Atlantic'", Groupe HEC, (in coll. with B. Dubois, T. M. Lowrey, L. J. Shrum)

1995-1997 Editorial board member, International Journal of Research in Marketing

Reviewer, Marketing Science, International Journal of Research in Marketing, Journal of Marketing

Reviewer, EMAC Conference (Braga, 2003, Glasgow, 2004, Murcia, Milan, 2005)

Reviewer, ACR Conference (2005 San Antonio)

Reviewer, EMAC Doctoral Colloquium (2002 Braga, 2003, Glasgow)

Reviewer, ACR Europe Conference (2005, Goteborg)

Member, Editorial board, International Journal of Research in Marketing

Member, Editorial Review Board, Journal of Consumer Research

Jury prix FNEGE de la meilleure these en marketing 2002, 2006, 2007, 2008

Conference organisation

2001- Member, Organizing Committee, 14th EMAC Colloquium

2001- Member, Program Committee, Conference Association of Consumer Research, Berlin

1999-1999 Co-chair of the 1999 European Conference of the Association for Consumer Research, Groupe HEC

Awards & honors

2011 Syntec Management Consulting Prize in Marketing/Decision Sciences