Biography

Marc VANHUELE
Associate Professor, Department Marketing
Associate Dean for Research
Date of arrival at HEC Paris: 1993

CENTERS OF INTEREST
Consumer Behaviour.
Price Cognition.
CRM (Customer Relationship Management).
Réaction aux prix.

RESEARCHANDPUBLICATIONS
Articles :
«Mindset Metrics in Market Response Models: An Integrative Approach» - à paraître, Journal of Marketing Research (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, Proceedings, North American Association for Consumer Research Conference, 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).
«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).
«How and why Consumers Remember Price Information», Advances in Consumer Research, S. M. Broniarczyk, K. Nakamoto (Eds), 2002, vol. 29, pp. 142-144.
«Consumers' Number Sense for Prices of Consumer Goods», Advances in Consumer Research, S. M. Broniarczyk, K. Nakamoto (Eds), 2002, vol. 29, pp. 143-144 (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", Journal of Marketing, October 2002 (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 & 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 et E. Gijsbrechts).
"Computer-ondersteund ondervragen", Economisch en Sociaal Tijdschrift, 1989, vol. 43, n° 6, pp. 677-692.

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

Chapters in collective books :
«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.
«Grande distribution : client fidèle, client volage» in L'Art du Management 3, HEC Paris, Dunod, Paris, 2005, pp. 395-398.

Published proceedings :
«Creativity and E-Advertising A Qualitative Study of Art Directors' Creative Processes», Proceedings of the XIX Congress International Association of Empirical Aesthetics, H. Gottesdiener, J. C. Vilatte (Eds), August 29 - September 1st 2006, Université d'Avignon et des Pays du Vaucluse, 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, Gabriele Troilo (Ed.), May 22-26 2005, University of Bocconi (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 àl'influence sur la cognition implicite», Colloque et bilan du programme "Société de l'information" du CNRS et du Ministère de la Recherche, May 19-21 2005, Ecole Normale Supérieure, 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, 2004, University of Murcia (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, Minoo Farhangmehr (ed.), 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, June 23rd-26th 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, June 3rd-6th 1997, La Londe les Maures, France (in coll. with M. Tuan Pham).
"Out of Mind Influence: Incidental and Implicit Effects on Memory", Proceedings of the Association for Consumer Research Conference, October 11th-16th 1996, Tucson, France (in coll. with S. Holden).
"Subtle Communication Effects of Incidental and Univolving Exposure to Advertising Fragments", Proceedings of the Association for Consumer Research Conference, Ocotber 11th-16th 1996, Tucson (in coll. with M. Tuan Pham).
"A Trip Hawaii, Three Motorcycles, and Five Thousand Movie Tickets. A Study on how the Consumer Deals with Sweepstakes", Proceedings of the 25th Annual EMAC Conference, May 1996, Budapest, Hongrie, pp. 2191-2195 (in coll. with G. Laurent, P. Chandon).
"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, Association for Consumer Research, Frank Kardes and Mita Sujan (Eds.), 1995, USA, pp. 171-175.
"Mere Exposure and the Cognitive-Affective Debate Revisited", Advances in Consumer Research, vol 21, Association for Consumer Research, Chris T. Allen and Deborah Roedder John (Eds.), 1994, Provo, Ut., USA.
"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, éditions Klaus G. Grunert and Dorthe Fug, 1992, Denmark, pp. 1411-1413 (in coll. with c R. A. Bjork).
"Psychophysiological Measures and Marketing Research; A case for Electro Dermal Response", Proceedings of the European Marketing Academy Conference, June 1987, Toronto (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° 820/2005 (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, 1987, n° 13 (in coll. with E. Gijsbrechts et P. Vanden Abeele).

MAIN COURSE TAUGHT AT HEC
Advertising and Promotion Management.

CURSUS
1994 Ph.D. Marketing Management, Anderson Graduate School of Management, UCLA.
1985 MBA Marketing / Business Economics, Université catholique de Leuven (KULeuven).
1983 Licentiaat, Sciences de Communication.
Languages: English, Dutch.

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:
1995-1997 Editorial board member, International Journal of Research in Marketing.
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, June 24th-26th 1999 (in coll. with B.Dubois, T. M. Lowrey, L. J. Shrum).
Lecteur (ad hoc) pour 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, Göteborg).
Reviewer, Conference Association Française du Marketing, 2003, Tunis.
Reviewer, La Londe Conference on Marketing Communications and consumer Behavior, 2003.

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