Marc VANHUELE

Marc Vanhuele holds a Ph.D. from University of California, Los Angeles.

As an expert in consumer information processing, Marc Vanhuele's research focuses on :
- studying the reactions of consumers to the offers and messages of the marketplace, and
- evaluating and improving the effectiveness of marketing actions. Experimentation and the analysis of databases that combine data on knowledge, perceptions, attitudes and behavior are his preferred methodologies.

On the teaching side, Marc Vanhuele's recent projects explore the use of multimedia technologies and the internet in MBA education.
In this MBA program he teaches the introductory course in marketing, marketing audit and integrated marketing communication.

Articles:

"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. H. Pauwels).

"Creativity and E-Advertising: A Qualitative Study of Art Directors' Creative Processes", Empirical Studies of the Arts, 2008, vol. 26, n° 1, pp. 5-13 (in coll. with M.P. Fourquet-Courbet, Didier 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. P. 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 G. Laurent, X. Drèze, Z. Kenesei).

"Mesure et analyse de la multi-fidélité aux magasins", Décisions Marketing, December 2003, n° 32, pp. 71-82 (in coll. with C. Balagué, L. Daudigeos, X. Drèze).

"How and why Consumers Remember Price Information", Advances in Consumer Research, 2002, vol. 29, pp. 142-144.

"Measuring the Price Knowledge Shoppers Bring to the Store", Journal of Marketing, October 2002, vol. 66, n° 4, pp. 72-86 (in coll. with X. Drèze).

"Les clients savent-ils combien coûtent les produits qu'ils achètent ?", L'Expansion Management Review, December 2001, pp. 54-63 (in coll. with X. Drèze).

"Know the Name, Forget the Exposure: Brand Familiarity Versus Memory of Exposure Context", Psychology and Marketing, September 1999, vol. 16, n° 6, pp. 479-496 (in coll. with S. Holden).

"Analyzing the Memory Impact of Advertising Fragments", Marketing Letters, 1997, vol. 8, n° 4, pp. 407-417 (in coll. with M. Tan Pham).

"Examining Medical Decision Making from a Marketing Perspective", Marketing Letters, 1997, vol. 8, n° 3, pp. 361-375 (in coll. with B. Kahn, E. Greenleaf, J. Irwin, A. Isen, I. Levin, M.F. Luce, M. Pontes, J. Shanteau, P. Young).

"Probability Models for Duration: the Data Don't Tell the Whole Story", Organizational Behavior and Human Decision Processes, April 1995, vol. 62, n° 1, pp. 1-13 (in coll. with M. G. Dekimpe, S. Sharma, D. G. Morrison).

"Retrieval Inhibition and Related Adaptive Pecularities of Human Memory", Advances in Consumer Research, 1992, vol. 19, pp. 155-160 (in coll. with R. A. Bjork).

"Specification and Empirical Evaluation of a Cluster-Asymmetry Market Share Model", International Journal of Research in Marketing, 1990, vol. 7, n° 4, pp. 223-248 (in coll. with P. Vanden Abeele, E. Gijsbrechts).

"Computer-ondersteund ondervragen", Economisch en Sociaal Tijdschrift, 1989, vol. 43, n° 6, pp. 677-692.

Books:

Consumer Behaviour, Sage Publications, 2008 (in coll. with R. East, M. Wright).

Chapters in collective books:

"Grande distribution : client fidèle, client volage", in L'Art du Management 3, HEC Paris, Dunod, Paris, 2005, pp. 395-398.

"La privatisation de Rhône-Poulenc : l'efficacité se prépare longtemps à l'avance", in La communication efficace, J. Lendrevie (Ed.), Dalloz, Paris, 1995, pp. 177-184.

Published proceedings:

"Creativity and E-Advertising A Qualitative Study of Art Directors' Creative Processes", Proceedings of the XIX Congress Internaitonal Association of Empirical Aesthetics, Université d'Avignon et des Pays du Vaucluse, Avignon, 2006, vol. Culture and Communication, pp. 735-739 (in coll. with M. P. Fourquet-Courbet, D. Courbet).

"The Effectiveness of Non-Focal Exposure to Web Banner Ads", 34th Annual Conference of the European Marketing Academy, University of Bocconi, Milan, 2005, vol. Proceedings (in coll. with D. Courbet, S. Denis, F. Lavigne, A. Borde).

"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, Ecole Normale Supérieure, Lyon, 2005, vol. La société de l'information et ses enjeux, pp. 69-72 (in coll. with D. Courbet, N. Pignier, M. P. Fourquet-Courbet, F. Lavigne, S. Denis, J. Intartaglia, A. Borde).

"Price Cognition Explains Why Consumers Remember some Prices Better Than Others", Proceedings, 33rd Annual EMAC Conference, University of Murcia, 2004 (in coll. with G. Laurent, X. Drèze, Z. Kenesei).

"Turning Household Panel Data on Store Switching into a Decision Aid for Customer Acquisition and Retention Strategies", Proceedings of the 31st Annual conference of the European Marketing Academy, University of Minho, 2002 (in coll. with X. Drèze, C. Balague).

"Varieties of Price Knowledge for Consumer Goods. A Survey of French Hypermarket Shoppers", Proceedings of the 29th EMAC Conference, Rotterdam, 2000 (in coll. with X. Drèze).

"Analyzing the Memory Effects of Advertising Fragments", Proceedings of the Second International Research Seminar on Marketing Communications and Consumer Behavior, La Londe les Maures, 1997 (in coll. with M. Tuan Pham).

"Subtle Communication Effects of Incidental and Univolving Exposure to Advertising Fragments", Proceedings of the Association for Consumer Research Conference, Tucson, 1996 (in coll. with M. Tuan Pham).

"A Trip to Hawaii, Three Motorcycles, and Five Thousand Movie Tickets. A Study on How the Consumer Deals with Sweepstakes", Proceedings of the EMAC Annual Conference: Marketing for an Expanding Europe, 1996, pp. 2191-2195 (in coll. with G. Laurent, P. Chandon).

"Out of Mind Influence: Incidental and Implicit Effects on Memory", Proceedings of the Association for Consumer Research Conference, Tucson, 1996 (in coll. with S. Holden).

"Why Familiar Stimuli are Better Linked. A study on the Cognitive Dynamics Linking Recognition and the Mere Exposure Effect", Advances in Consumer Research, vol. 221, 1995, pp. 171-175.

"Mere Exposure and the Cognitive-Affective Debate Revisited", Advances in Consumer Research, vol 21, Provo, Ut,, 1994.

"The Dynamics of Learning and Forgetting: a New Model and its Application to Advertising", Proceedings of the 21th Annual Conference of the European Marketing Academy, Denmark, 1992, pp. 1411-1413 (in coll. with R. A. Bjork).

"Psychophysiological Measures and Marketing Research; A case for Electro Dermal Response", Proceedings of the European Marketing Academy Conference, Toronto, 1987 (in coll. with P. Vanden Abeele, L. Gielen et E. Gijsbrechts).

Working papers:

"Connaissance du prix par les enfants de 5 à 13 ans : une étude exploratoire", Cahier de Recherche du Groupe HEC, n° 820/2006 (in coll. with C. Damay).

"Consumers' Immediate Memory for Prices", Cahier de Recherche du Groupe HEC, n° 813/2005 (in coll. with G. Laurent, X. Drèze).

"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, n° 711/2000 (in coll. with X. Drèze).

"Separating the Long and Short-Term Effects of Advertising Repetition on Brand Name Awareness", Cahier de Recherche du Groupe HEC, n° 529/1994.

"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, n° 13/1987 (in coll. with E. Gijsbrechts et P. Vanden Abeele).

Date of arrival at HEC Paris: 1993

Centers of interest

Consumer Behaviour.

Price Cognition.

CRM (Customer Relationship Management).

Research and publications

Articles:

"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. H. Pauwels).

"Creativity and E-Advertising: A Qualitative Study of Art Directors' Creative Processes", Empirical Studies of the Arts, 2008, vol. 26, n° 1, pp. 5-13 (in coll. with M.P. Fourquet-Courbet, Didier 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. P. 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 G. Laurent, X. Drèze, Z. Kenesei).

"Mesure et analyse de la multi-fidélité aux magasins", Décisions Marketing, December 2003, n° 32, pp. 71-82 (in coll. with C. Balagué, L. Daudigeos, X. Drèze).

"How and why Consumers Remember Price Information", Advances in Consumer Research, 2002, vol. 29, pp. 142-144.

"Measuring the Price Knowledge Shoppers Bring to the Store", Journal of Marketing, October 2002, vol. 66, n° 4, pp. 72-86 (in coll. with X. Drèze).

"Les clients savent-ils combien coûtent les produits qu'ils achètent ?", L'Expansion Management Review, December 2001, pp. 54-63 (in coll. with X. Drèze).

"Know the Name, Forget the Exposure: Brand Familiarity Versus Memory of Exposure Context", Psychology and Marketing, September 1999, vol. 16, n° 6, pp. 479-496 (in coll. with S. Holden).

"Analyzing the Memory Impact of Advertising Fragments", Marketing Letters, 1997, vol. 8, n° 4, pp. 407-417 (in coll. with M. Tan Pham).

"Examining Medical Decision Making from a Marketing Perspective", Marketing Letters, 1997, vol. 8, n° 3, pp. 361-375 (in coll. with B. Kahn, E. Greenleaf, J. Irwin, A. Isen, I. Levin, M.F. Luce, M. Pontes, J. Shanteau, P. Young).

"Probability Models for Duration: the Data Don't Tell the Whole Story", Organizational Behavior and Human Decision Processes, April 1995, vol. 62, n° 1, pp. 1-13 (in coll. with M. G. Dekimpe, S. Sharma, D. G. Morrison).

"Retrieval Inhibition and Related Adaptive Pecularities of Human Memory", Advances in Consumer Research, 1992, vol. 19, pp. 155-160 (in coll. with R. A. Bjork).

"Specification and Empirical Evaluation of a Cluster-Asymmetry Market Share Model", International Journal of Research in Marketing, 1990, vol. 7, n° 4, pp. 223-248 (in coll. with P. Vanden Abeele, E. Gijsbrechts).

"Computer-ondersteund ondervragen", Economisch en Sociaal Tijdschrift, 1989, vol. 43, n° 6, pp. 677-692.

Books:

Consumer Behaviour, Sage Publications, 2008 (in coll. with R. East, M. Wright).

Chapters in collective books:

"Grande distribution : client fidèle, client volage", in L'Art du Management 3, HEC Paris, Dunod, Paris, 2005, pp. 395-398.

"La privatisation de Rhône-Poulenc : l'efficacité se prépare longtemps à l'avance", in La communication efficace, J. Lendrevie (Ed.), Dalloz, Paris, 1995, pp. 177-184.

Published proceedings:

"Creativity and E-Advertising A Qualitative Study of Art Directors' Creative Processes", Proceedings of the XIX Congress Internaitonal Association of Empirical Aesthetics, Université d'Avignon et des Pays du Vaucluse, Avignon, 2006, vol. Culture and Communication, pp. 735-739 (in coll. with M. P. Fourquet-Courbet, D. Courbet).

"The Effectiveness of Non-Focal Exposure to Web Banner Ads", 34th Annual Conference of the European Marketing Academy, University of Bocconi, Milan, 2005, vol. Proceedings (in coll. with D. Courbet, S. Denis, F. Lavigne, A. Borde).

"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, Ecole Normale Supérieure, Lyon, 2005, vol. La société de l'information et ses enjeux, pp. 69-72 (in coll. with D. Courbet, N. Pignier, M. P. Fourquet-Courbet, F. Lavigne, S. Denis, J. Intartaglia, A. Borde).

"Price Cognition Explains Why Consumers Remember some Prices Better Than Others", Proceedings, 33rd Annual EMAC Conference, University of Murcia, 2004 (in coll. with G. Laurent, X. Drèze, Z. Kenesei).

"Turning Household Panel Data on Store Switching into a Decision Aid for Customer Acquisition and Retention Strategies", Proceedings of the 31st Annual conference of the European Marketing Academy, University of Minho, 2002 (in coll. with X. Drèze, C. Balague).

"Varieties of Price Knowledge for Consumer Goods. A Survey of French Hypermarket Shoppers", Proceedings of the 29th EMAC Conference, Rotterdam, 2000 (in coll. with X. Drèze).

"Analyzing the Memory Effects of Advertising Fragments", Proceedings of the Second International Research Seminar on Marketing Communications and Consumer Behavior, La Londe les Maures, 1997 (in coll. with M. Tuan Pham).

"Subtle Communication Effects of Incidental and Univolving Exposure to Advertising Fragments", Proceedings of the Association for Consumer Research Conference, Tucson, 1996 (in coll. with M. Tuan Pham).

"A Trip to Hawaii, Three Motorcycles, and Five Thousand Movie Tickets. A Study on How the Consumer Deals with Sweepstakes", Proceedings of the EMAC Annual Conference: Marketing for an Expanding Europe, 1996, pp. 2191-2195 (in coll. with G. Laurent, P. Chandon).

"Out of Mind Influence: Incidental and Implicit Effects on Memory", Proceedings of the Association for Consumer Research Conference, Tucson, 1996 (in coll. with S. Holden).

"Why Familiar Stimuli are Better Linked. A study on the Cognitive Dynamics Linking Recognition and the Mere Exposure Effect", Advances in Consumer Research, vol. 221, 1995, pp. 171-175.

"Mere Exposure and the Cognitive-Affective Debate Revisited", Advances in Consumer Research, vol 21, Provo, Ut,, 1994.

"The Dynamics of Learning and Forgetting: a New Model and its Application to Advertising", Proceedings of the 21th Annual Conference of the European Marketing Academy, Denmark, 1992, pp. 1411-1413 (in coll. with R. A. Bjork).

"Psychophysiological Measures and Marketing Research; A case for Electro Dermal Response", Proceedings of the European Marketing Academy Conference, Toronto, 1987 (in coll. with P. Vanden Abeele, L. Gielen et E. Gijsbrechts).

Working papers:

"Connaissance du prix par les enfants de 5 à 13 ans : une étude exploratoire", Cahier de Recherche du Groupe HEC, n° 820/2006 (in coll. with C. Damay).

"Consumers' Immediate Memory for Prices", Cahier de Recherche du Groupe HEC, n° 813/2005 (in coll. with G. Laurent, X. Drèze).

"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, n° 711/2000 (in coll. with X. Drèze).

"Separating the Long and Short-Term Effects of Advertising Repetition on Brand Name Awareness", Cahier de Recherche du Groupe HEC, n° 529/1994.

"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, n° 13/1987 (in coll. with E. Gijsbrechts et P. Vanden Abeele).

Main courses taught at HEC

Advertising and Promotion Management

Recherche en Marketing (Programme HEC)

Managing Customer value (Formation continue et Trium Global Executive MBA)

Séminaires doctoraux en comportement du consommateur et marketing science

CURSUS

1998 International Teachers Programme, London Business School, Royaume-Uni.

1994 Ph.D. Marketing Management, Anderson Graduate School of Management, UCLA, USA.

1985 MBA Marketing / Business Economics, Université catholique de Leuven (KULeuven), Belgique.

Langues : anglais, néerlandais.

Other academic activities

External academic responsibility:

Assistant, Université Catholique de Leuven (KULeuven), 1985-1989.

Assistant, UCLA, 1990-1993.

Séminaire doctoral Comportement de consommateur à la London Business School, 2002-2003.

Scientific activities

Membership of scientific or professional organisation:

Member, American Marketing Association.

Member, Association for Consumer Research.

Member, European Marketing Academy.

Member, Association Française du Marketing.

Editorial activities:

Ad-hoc reviewer, Recherche et Applications en Marketing.

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, 24-26 June 1999 (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, EMAC Doctoral Colloquium (2002 Braga, 2003, Glasgow).

Reviewer, ACR Conference (2005 San Antonio).

Reviewer, ACR Europe Conference (2005, Göteborg).

Reviewer, Association Française du Marketing Conference, 2003, Tunis.

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

Member, Editorial board, International Journal of Research in Marketing.

Meeting organisation:

Co-chair of the 1999 European Conference of the Association for Consumer Research, Groupe HEC, 24-26 June 1999.

Member, Organizing Committee, 14th EMAC Colloquium, 2001.

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

Member, Organizing Committee, 14th EMAC Colloquium, 2001.

Honor distinction:

2011 Syntec Management Consulting Prize in Marketing/Decision Sciences.

1990-1991 Mary & Charles Cooper Scholarship, UCLA.

1989-1992 Fellow, Intercollegiate Center for Management Science (ICM), Bruxelles.

1991-1993 Dean's Fellowship, UCLA.

1992 Fellow, AMA Doctoral Consortium.