Gilles LAURENT

Distinguished Emeritus Professor

Marketing

laurent@hec.fr
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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.

Scientific articles

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)

Repeated Binary Logit: Analysing Variation in Behavioural Loyalty

Australasian Marketing Journal, 2005, vol. 13, n° 2, (in coll. with C. Rungie)

Measuring and modeling the (limited) reliability of free choice attitude questions

International Journal of Research in Marketing, September 2005, vol. 22, n° 3, pp 309-318, (in coll. with C. Rungie, F. Dall'Olmo Riley, T. Roy, D. Morrison)

Consumer Segments Based on Attitudes toward Luxury: Empirical Evidence from Twenty Countries

Marketing Letters, April 2005, vol. 16, n° 2, pp 115-128, (in coll. with B. Dubois, S. CZELLAR)

A Standard Error Estimator for the Polarization Index: Assessing the Measurement Error in One Approach to the Analysis of Loyalty

Marketing Bulletin, 2005, vol. 16, (in coll. with S. Rudrapatna, C. Rungie, B. Brown)

Repeat Purchasing of New Automobiles by Older Consumers: Empirical Evidence and Interpretations

Journal of Marketing, April 2005, vol. 69, n° 2, pp 97-113, (in coll. with R. Lambert-Pandraud, E. Lapersonne)

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, M. VANHUELE)

Cognition, Persuasion and Decision Making in Older Consumers

Marketing Letters, 3 February 2005, vol. 16, n° 3-4, pp 429-441, (in coll. with C. Yoon, H. Fung, R. Gonzalez, A. Gutchess, I. Skurnik, R. Lambert-Pandraud, M. Mather, D. Park, E. Peters, T. Hedden)

Engineering Hedonic Attributes to Generate Perceptions of Luxury: Consumer Perception of an Everyday Sound

Marketing Letters, 2003, vol. 14, n° 2, pp 97-109, (in coll. with T. Lageat, S. CZELLAR)

Books

Chapters in edited books

Les généralisations empiriques en marketing

Faire De La Recherche En Marketing ?, B. Pras (Ed.), FNEGE, Vuibert, 29-47

Research in Marketing: Some Trends, Some Recommendations

Rethinking Marketing - Towards Critical Marketing Accountings, D. Brownlie, M. Saren, R. Wensley, R. Whittington (Eds), SAGE Publications

Luxuries for the Happy Many

Mastering Global Business, The Financial Times - FT Pitman Publishing, 236-237

La formation par la recherche

L'École Des Managers De Demain, ouvrage collectif des professeurs du groupe HEC, Editions Economica

La formation par la recherche

L'École Des Managers De Demain, ouvrage collectif des professeurs du Groupe HEC, Editions Economica

Marketing science : formalisation et exploitation des connaissances marketing

Encyclopédie De La Gestion, Vuibert, 2 , 596-612

Changement organisationnel et réalités culturelles

L'Individu Dans L'Organisation : Les Dimensions Oubliées, J. F. Chanlat (ed), Presses de l'Université de Laval, Editions Eska, Coll. Sciences, 629-662

La sensibilité aux marques

La Marque, J. N. Kapferer, J. C. Thoenig, McGraw-Hill

Proceedings

Price Cognition Explains Why Consumers Remember some Prices Better Than Others

Proceedings, 33rd Annual EMAC Conference , 2004 , University of Murcia (X. Drèze, M. VANHUELE, Z. Kenesei)

Richesse de la communication promotionnelle

Actes du 14e Congrès International de l'Association Française du Marketing , 1999 , Bordeaux

Les premiers acheteurs des produits nouveaux sont-ils ce que l'on croit ?

Actes, EnCode 9th Annual Conference: 'The Information Age' , 1997 , Varsovie

A Multi-category Study of the Impact of Promotional Packages on Product Consumption

Proceedings of the EMAC Annual Conference: Marketing for an Expanding Europe, vol. 2 , 1996 (P. Chandon)

Working papers

How Do Consumers Overcome Ambivalence toward Hedonic Purchases? A Typology of Consumer Strategies

Cahier de Recherche du Groupe HEC , 2005

Engineering Hedonic Attributes to Generate Perceptions of Luxury:Consumer Perception of an Everyday Sound

Cahier de Recherche du Groupe HEC , 2003

Age-induced Decision Shrinkage, Another Avenue to Repeat Purchase: the Example of New Automobiles

Cahier de Recherche du Groupe HEC , 2002

Consumer Rapport to Luxury: Analyzing Complex and Ambivalent Attitudes

Cahier de Recherche du Groupe HEC , 2001

Measuring and Modeling the (limited) Consistency of Free Choice Attitude Questions

Cahier de Recherche du Groupe HEC , 2001

A Benefit Congruency Framework of Sales Promotion Effectiveness

Cahier de Recherche du Groupe HEC , 2000

Hedonic and Utilitarian Consumer Benefits of Sales Promotions

Marketing Science Institute Working Paper , 1999

Le commerce en Europe : convergences, différences, perspectives

Cahier de Recherche du Groupe HEC , 1991

Changement organisationnel et réalités culturelles - contrastes franco-américains

Cahier de Recherche du Groupe HEC , 1989

Evaluation d'une innovation pédagogique à HEC, Rapport de Recherche

Cahier de Pédagogie, Programme Doctoral , 1984

Scientific articles

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)

EMAC Distinguished Marketing Scholar 2012: Respect the Data!

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

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)

Books

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

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

PL/I, initiation pratique

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

Chapters in edited books

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

Proceedings

Price Cognition Explains Why Consumers Remember some Prices Better Than Others

Proceedings, 33rd Annual EMAC Conference , 2004 , University of Murcia (X. Drèze, M. VANHUELE, Z. Kenesei)

Richesse de la communication promotionnelle

Actes du 14e Congrès International de l'Association Française du Marketing , 1999 , Bordeaux

Les premiers acheteurs des produits nouveaux sont-ils ce que l'on croit ?

Actes, EnCode 9th Annual Conference: 'The Information Age' , 1997 , Varsovie

A Multi-category Study of the Impact of Promotional Packages on Product Consumption

Proceedings of the EMAC Annual Conference: Marketing for an Expanding Europe, vol. 2 , 1996 (P. Chandon)

Working papers

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

Education

  • Ph.D., MIT, Massachusetts Institute of Technology - USA
  • S.M., MIT, Massachusetts Institute of Technology - USA
  • 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

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

    • 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",