Gilles LAURENT

Distinguished Emeritus Professor

Marketing

Biography

Gilles Laurent is Distinguished Emeritus Professor of Marketing at HEC Paris.

From his Ph.D. graduation in 1978 until his retirement in 2012, he was Assistant Professor, then Associate Professor, then Professor at HEC Paris.
He is currently a Research Fellow at ESSEC Business School.

He graduated from HEC Grande École (1970) and holds an SM (1976) and a Ph.D. (1978) from the Massachusetts Institute of Technology.

His research focuses on Consumer Behavior, applying statistics to the analysis of marketing data. His current research analyzes how consumers read and encode prices. He also investigates senior consumers, in terms of brand loyalty, attitude certainty, and the ability to handle complex in-store computations. Another topic of interest is luxury, from the consumer’s viewpoint.

He has published articles in Management Science, Journal of Marketing Research, International Journal of Research in Marketing, Journal of Marketing, Journal of Consumer Research, Marketing Science, Journal of the Academy of Marketing Science, Marketing Letters, and other journals. He has co-written three books.

He was Editor-in-Chief of the International Journal of Research in Marketing (1987-1989), and served as guest editor for special issues of that journal, Marketing Letters, and Recherche et Applications en Marketing. He was an Academic Trustee of the Marketing Science Institute (1996-2002), a Vice President Publications of the European Marketing Academy (1999-2005), and a Vice President of the French Marketing Association (1984-1986, 2006-2008).

He organized at HEC Paris several international conferences, including the Marketing Science Conference (1987) and the Invitational Choice Symposium (1998). In both cases, it was the first time they were organized outside North America. At HEC Paris, he has served as Associate Dean for the Ph.D. Program (1989-1991), as Associate Dean for Research (1993-1998), and as a member of the scientific committee of the Doctoral Program (1985-2007). He held the Carrefour Chair (2001-2006)

He received from the European Marketing Academy the title of EMAC Fellow (2002) and the EMAC Distinguished Marketing Scholar Award (2012). He served as Dean of EMAC Fellows (2010-2013). He received the Prix de la Fondation Jours de France (1983, with J.N. Kapferer) and was a member of the “Collège scientifique du Conseil pour me Développement des Humanités et des Science sociales » at the Ministère de l’Enseignement supérieur et de la Recherche (2009-2011). In 2020, he was awarded the title of Distinguished Emeritus Professor at HEC Paris.

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Scientific articles

How Do Consumers Read and Encode a Price?

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

Impact of age on brand awareness sets: a turning point in consumers’ early 60s

Marketing Letters, 2017, vol. 28, n° 2, pp 205-218, (in coll. with R. Lambert-Pandraud, E. Mullet, C. Yoon)

Where do consumers think luxury begins? A study of perceived minimum price for 21 luxury goods in 7 countries

Alliance Journal of Business Research, January 2016, vol. 69, n° 1, pp 332-340, (in coll. with J.-N. KAPFERER)

More prizes are not always more attractive: factors increasing prospective sweepstakes participants’ sensitivity to the number of prizes

Journal of the Academy of Marketing Science, 2015, vol. 43, n° 3, pp 395-410, (in coll. with S. Laporte)

Integrating Consumer Characteristics into the Stochastic Modelling of Purchase Loyalty

European Journal of Marketing, 2013, vol. 47, n° 10, (in coll. with C. Rungie, M. Uncles)

EMAC Distinguished Marketing Scholar 2012: Respect the Data!

International Journal of Research in Marketing, December 2013, vol. 30, n° 4, pp 323-334,

Why Do Older Consumers Buy Older Brands? The Role of Attachment and Declining Innovativeness

Journal of Marketing, September 2010, vol. 74, n° 5, pp 104-121, (in coll. with R. Lambert-Pandraud)

Decision Making and Brand Choice by Older Consumers

Marketing Letters, february, 3 2008, vol. 19, n° 3/4, pp 355-365, (in coll. with E. Peters, M. Norton, E. Mullet, C. Cole, A. Gutchess, J. Ebert, A. Drolet, R. Lambert-Pandraud)

Who Has Mixed Feelings About Consumption? Self-Monitoring and the Antecedents of Attitude Ambivalence

Advances in Consumer Research, 2008, vol. 35, pp 860-861, (in coll. with S. CZELLAR, E. Cowley)

Consumers' Immediate Memory for Prices

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

Books

Research Tradition in Marketing

Kluwer Academic Publishers 1999 (in coll. with B. PRAS, G. LILIEN)

Research Tradition in Marketing

Kluwer Academic Publishers 1994 (in coll. with G. Lilien, B. Pras)

La sensibilité aux marques : marchés sans marques, marchés à marques

Editions d'Organisation, Paris 1992 (in coll. with J.-N. KAPFERER)

Comment mesurer l'implication des consommateurs

IREP 1983 (in coll. with J.-N. KAPFERER)

La sensibilité aux marques : nouveau concept pour la gestion des marques

Fondation Jours de France pour la Recherche en Publicité 1983 (in coll. with J.-N. KAPFERER)

PL/I, initiation pratique

Entreprise Moderne d'Edition, Paris 1970 (in coll. with J. Forge, P. Muffat, F. Sallot Des Noyers)

Chapters in edited books

Brand Loyalty vs. Loyalty to Product Attributes

Quantitative Marketing And Marketing Management, A. Diamantopoulos, W. Fritz, L. Hildebrandt (Eds), Springer Gabler: Wiesbaden

Impact of Age on Brand Choice

The Aging Consumer - Perspectives From Psychology And Economics, A. Drolet, N. Schawrz, C. Yoon (Eds), Routledge, London, 175 - 186

Enseignement de la gestion : l'apport de la recherche

L'Art Du Management 3, HEC Paris, Dunod, 11-18

La fidélité à la marque des consommateurs âgés

L'Art Du Management 3, HEC Paris, Dunod, 380-385

Les difficultés des campagnes promotionnelles globales

L'Art Du Management 3, HEC Paris, Dunod, 48-54

John D. C. Little

Les Constructeurs Du Management - De La Conduite Des Hommes À La Stratégie D'Entreprise, FNEGE, 321-332

La prudence des consommateurs âgés : une contraction du champ de recherche avant l'achat

Marketing Et Management Commercial, E. Colla (Ed.), Vuibert, 67-87

La fidélité à la marque, à travers les situations d'achat

L'Art Du Marketing, Village Mondial, 158-160

Le luxe, un secteur pas comme les autres

L'Art Du Marketing, Village Mondial, 292-293

Les excursionnistes du luxe

L'Art De L'Entreprise Globale, Village Mondial, 194-197

Proceedings

Instant Wins versus Sweepstakes: Attitudes toward Delayed Promotions

Advances in Consumer Research - North American Conference Proceedings (Volume 37) , 2010 (S. Prokopec, A. Onculer)

Aging Consumers and Brand Loyalty

Perspectives from Psychology and Economics , 2008 (D. Rucker, D. DUBOIS, G. Bascoul, E. Lapersonne, R. Lambert-Pandraud)

Experiencing Mixed Feelings About Consumption: Self-Monitoring and the Antecedents of Attitude Ambivalence

EMAC 36th Conference , 2007 , Reykjavik (E. Cowley, S. CZELLAR)

Consumption Strategies to Overcome Ambivalence: The Case of Ruses Making Luxuries Acceptable

33d European Marketing Academy Proceedings , 2004 , Murcia (S. CZELLAR, B. Dubois)

Working papers

Analyzing the Determinants of Out-of-Stock Events in Hypermarkets: The Role of Logistical Resources and Retailer Priorities

Mimeo , 2010

Finding an Excuse to Indulge: An Integrative Typology of Consumer Strategies to Justify Luxury Consumption

Mimeo , 2009

Managing Viral Marketing Games:The Contribution of Petri Nets

Mimeo , 2009

Aging Effects on Brand Recall: The Mediating Role of Cognitive Decline and the Moderating Role of Brand Age

Mimeo , 2008

Determinants of Retail Out-Of-Stocks

Mimeo , 2008

Decision Making and Brand Choice by Older Consumers

Cahier de Recherche du Groupe HEC , 2007

Assessing the Frequency and Causes of Out-of-Stock Events Through Store Scanner Data

Cahier de Recherche du Groupe HEC , 2006

Investigating the Retailer Push Strategies

Mimeo , 2006

Tell Me which Perfume You Wear, Ill Tell How Old You Are: Explaining Age-Related Preferences Through Attachment and Innovativeness

Cahier de Recherche du Groupe HEC , 2006

Consumers' Immediate Memory for Prices

Cahier de Recherche du Groupe HEC , 2005

Scientific articles

How Do Consumers Read and Encode a Price?

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

Impact of age on brand awareness sets: a turning point in consumers’ early 60s

Marketing Letters, 2017, vol. 28, n° 2, pp 205-218, (in coll. with R. Lambert-Pandraud, E. Mullet, C. Yoon)

Where do consumers think luxury begins? A study of perceived minimum price for 21 luxury goods in 7 countries

Alliance Journal of Business Research, January 2016, vol. 69, n° 1, pp 332-340, (in coll. with J.-N. KAPFERER)

More prizes are not always more attractive: factors increasing prospective sweepstakes participants’ sensitivity to the number of prizes

Journal of the Academy of Marketing Science, 2015, vol. 43, n° 3, pp 395-410, (in coll. with S. Laporte)

Books

Research Tradition in Marketing

Kluwer Academic Publishers 1999 (in coll. with B. PRAS, G. LILIEN)

Research Tradition in Marketing

Kluwer Academic Publishers 1994 (in coll. with G. Lilien, B. Pras)

La sensibilité aux marques : marchés sans marques, marchés à marques

Editions d'Organisation, Paris 1992 (in coll. with J.-N. KAPFERER)

Comment mesurer l'implication des consommateurs

IREP 1983 (in coll. with J.-N. KAPFERER)

Chapters in edited books

Brand Loyalty vs. Loyalty to Product Attributes

Quantitative Marketing And Marketing Management, A. Diamantopoulos, W. Fritz, L. Hildebrandt (Eds), Springer Gabler: Wiesbaden

Impact of Age on Brand Choice

The Aging Consumer - Perspectives From Psychology And Economics, A. Drolet, N. Schawrz, C. Yoon (Eds), Routledge, London, 175 - 186

Enseignement de la gestion : l'apport de la recherche

L'Art Du Management 3, HEC Paris, Dunod, 11-18

La fidélité à la marque des consommateurs âgés

L'Art Du Management 3, HEC Paris, Dunod, 380-385

Proceedings

Instant Wins versus Sweepstakes: Attitudes toward Delayed Promotions

Advances in Consumer Research - North American Conference Proceedings (Volume 37) , 2010 (S. Prokopec, A. Onculer)

Aging Consumers and Brand Loyalty

Perspectives from Psychology and Economics , 2008 (D. Rucker, D. DUBOIS, G. Bascoul, E. Lapersonne, R. Lambert-Pandraud)

Experiencing Mixed Feelings About Consumption: Self-Monitoring and the Antecedents of Attitude Ambivalence

EMAC 36th Conference , 2007 , Reykjavik (E. Cowley, S. CZELLAR)

Consumption Strategies to Overcome Ambivalence: The Case of Ruses Making Luxuries Acceptable

33d European Marketing Academy Proceedings , 2004 , Murcia (S. CZELLAR, B. Dubois)

Working papers

Analyzing the Determinants of Out-of-Stock Events in Hypermarkets: The Role of Logistical Resources and Retailer Priorities

Mimeo , 2010

Finding an Excuse to Indulge: An Integrative Typology of Consumer Strategies to Justify Luxury Consumption

Mimeo , 2009

Managing Viral Marketing Games:The Contribution of Petri Nets

Mimeo , 2009

Aging Effects on Brand Recall: The Mediating Role of Cognitive Decline and the Moderating Role of Brand Age

Mimeo , 2008

Education

1978
Ph.D., MIT, Massachusetts Institute of Technology - USA
1976
S.M., MIT, Massachusetts Institute of Technology - USA
1970
Diplome Grande Ecole HEC Paris (Master Degree in Management), HEC Paris - France

Academic appointments

Academic Responsibilities at HEC

2020- Distinguished Emeritus Professor, Marketing HEC Paris
1990-2012 Membre du Conseil Scientifique de l'Ecole Doctorale HEC Paris
1985-2012 Professor, Marketing HEC Paris
2001-2006 Titulaire de la Chaire Carrefour HEC Paris
1993-1998 Associated Dean, Research Director HEC Paris
1989-1991 Associate Dean for the Doctoral Program HEC Paris

Scientific Activities

Membership in Academic or Professional Organisation

Member, Advisory board of the Guide to Academic Journal Quality - Marketing (EAJG Scholarly Associations)
Membre du College scientifique du Conseil pour le Developpement des Humanites et des Sciences Sociales
Member, AFM, AMA, AEA, ACR, INFORMS, EMAC, AAAV, MRS, SCP, ASA, ASU
1996-2002 Academic Trustee of Marketing Science Institute
Membre du Conseil Scientifique de l'IREP
Vice-president de l'Association Francaise du Marketing (2006-2008)

Editorial activities

January 1999-January 2005 Vice-President "Publications" de l'EMAC

1999- Redacteur en chef du numero special de Marketing Letters (vol. 10, n 3) sur le HEC Choice Symposium tenu en juillet 1998

1997- Guest Editor of a Special issue on "Loyalty" of the International Journal of Research in Marketing, vol. 14, n 5

1997- Redacteur en chef invite du numero special de Decisions Marketing sur "La promotion des ventes"

1997- Member of the Policy Board, Marketing Letters

1993- Redacteur en chef invite du numero special de Recherche et Applications en Marketing sur "Les biens durables", vol 7, n 4

January 1987-January 1989 Redacteur en Chef de International Journal of Research in Marketing

Membre du comite de redaction de Recherche et Applications en Marketing

Referee for Management Science, Operations Research, Journal of Marketing Research, Marketing Science, Journal of Marketing

Membre du Comite de redaction de International Journal of Research in Marketing

Conference organisation

2007-2009 "Track Chair" pour la conférence EMAC

1998-1998 Organiser, Invitational Choice Symposium, Groupe HEC, Jouy-en-Josas

1996-1996 Co-organisateur du First French-German Workshop on Quantitative Methods in Marketing, Humboldt-Universität zu Berlin

1992- Co-organisateur de la conférence "Research Traditions in Marketing", Bruxelles

1987-1987 Co-président du Comité d'organisation de la Marketing Science Conference

1979- Organisation du Séminaire de Recherche Joint, HEC-ESSEC-INSEAD (depuis 1979)

Membre des jurys du Prix Effie (UDA-AACC) et des Phoenix de la Communication (UDA)

Reviewer, Conference Association for Consumer Research

Co-organizer, Monaco Symposium on Luxury 2014, 2016, 2018

Membre du comité scientifique des conférences de l'European Marketing Academy, de l'Association Française de Marketing, de la Marketing Science Conference, Choice Symposium, etc

Organisateur de workshops sur le thème : " Choice by Older Consumers ", Invitational Choice Symposium, Denver, 2004, Philadelphie, 2007

Awards & honors

2012 EMAC Distinguished Marketing Scholar Award
2002 EMAC Fellow
2000 Prix 2000 de la Fondation HEC - Article Professeur, Mention speciale pour "A Situational Approach to Brand Loyalty", Advances in Consumer Research, 1999, vol. 26 (en coll. avec B. Dubois)
1983 Fondation Jours de France Prize for "La sensibilite aux marques : un nouveau concept pour gerer les marques",