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

Consumers' Number Sense for Prices of Consumer Goods

Advances in Consumer Research, 2002, vol. 29, pp 143-144, (in coll. with M. Vanhuele, X. Drèze)

A Benefit Congruency Framework of Sales Promotion Effectiveness

Journal of Marketing, October 2000, vol. 64, n° 4, pp 65-81, (in coll. with B. Wansink, P. Chandon)

Improving the External Validity of Marketing Models: A Plea For More Qualitative Input

International Journal of Research in Marketing, 2000, n° 17, pp 177-182,

A Situation Approach to Brand Loyalty

Advances in Consumer Research, 1999, vol. 26, pp 657-663, (in coll. with B. DUBOIS)

A Situation Approach to Brand Loyalty

Advances in Consumer Research, 1999, vol. 26, (in coll. with B. DUBOIS)

Management : les constructeurs : John D. C. Little

Revue Française de Gestion, March-April-May 1997, pp 51-57,

The Functions of Luxury: A Situational Approach to Excursionism

Advances in Consumer Research, 1996, vol. 23, pp 470-477, (in coll. with B. DUBOIS)

Le luxe par-delà les frontières : une étude exploratoire dans douze pays

Décisions Marketing, September-December 1996, n° 9, (in coll. with B. DUBOIS)

The Functions of Luxury: A Situational Approach to Excursionism

Advances in Consumer Research, 1996, vol. 23, pp 470-477, (in coll. with B. DUBOIS)

Le luxe par-delà les frontières : une étude exploratoire dans douze pays

Décisions Marketing, September-December 1996, n° 9, (in coll. with B. DUBOIS)

Books

Chapters in edited books

Proceedings

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 (M. VANHUELE, P. Chandon)

Luxury Possessions and Practices: an Empirical Scale

European Advances in Consumer Research , 1996 , 2 , 69 (B. DUBOIS)

The Functions of Luxury: A Situation Approach to Excursionism

Association for Consumer Research, Annual Conference , 1995 (B. DUBOIS)

Typicality assessments for mega-brands

Proceedings of the 24th EMAC Conference , 1995 , Cergy-Pontoise (J.-N. KAPFERER)

Working papers

Scientific articles

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, 3 February 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

Chapters in edited books

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

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

Proceedings

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 (M. VANHUELE, P. Chandon)

Luxury Possessions and Practices: an Empirical Scale

European Advances in Consumer Research , 1996 , 2 , 69 (B. DUBOIS)

The Functions of Luxury: A Situation Approach to Excursionism

Association for Consumer Research, Annual Conference , 1995 (B. DUBOIS)

Typicality assessments for mega-brands

Proceedings of the 24th EMAC Conference , 1995 , Cergy-Pontoise (J.-N. KAPFERER)

Working papers

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

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

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",