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Marc VANHUELE

Professor

Marketing

 Profile picture

Biography

Marc Vanhuele (PhD UCLA) is Professor of Marketing. He teaches marketing and pricing management. His research focuses on two fields: how customers treat price information and how marketing managers can improve their decision making through better use of quantitative information on the consumer’s mindset. He has served as associate dean, first responsible for digital and for HEC’s participation in the Université Paris-Saclay and later as director of pre-expérience programs. He also works as consultant in market research and as expert witness in commercial litigation. His research has been published in the leading academic journals in marketing and he is co-author of the book “Consumer Behavior. Applications in Marketing.” (Sage 2022) that brings together the most recent research on consumer behavior of interest to marketers.

Scientific articles

Advertising’s Sequence of Effects on Consumer Mindset and Sales: A Comparison Across Brands and Product Categories

International Journal of Research in Marketing, June 2023, vol. 40, n° 2, pp 435-454, (in coll. with A. VALENTI, G. YILDIRIM, S. SRINIVASAN, K. PAUWELS)

How Do Consumers Read and Encode a Price?

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

Where do customer loyalties really lie, and why? Gender differences in store loyalty

International Journal of Retail & Distribution Management, 2016, vol. 44, n° 8, pp 799-813, (in coll. with A.-F. AUDRAIN-PONTEVIA)

Consumer Attitude Metrics For Guiding Marketing Mix Decisions

Marketing Science, July-August 2014, vol. 33, n° 4, pp 534-550, (in coll. with D. HANSSENS, K. PAUWELS, S. SRINIVASAN, G. YILDIRIM)

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. Pauwels)

Creativity and E-Advertising: A Qualitative Study of Art Directors' Creative Processes

Empirical Studies of the Arts, January 2008, vol. 26, n° 1, pp 5-13, (in coll. with D. Courbet, M. Fourquet-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. 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 Z. Kenesei, X. Drèze, G. LAURENT)

Mesure et analyse de la multi-fidélité aux magasins

Décisions Marketing, february, 3 2003, n° 32, pp 71-82, (in coll. with C. Balagué, L. Daudigeos, X. Drèze)

Books

Consumer Behaviour: Applications in Marketing

SAGE Publications (in coll. with R. EAST, J. SINGH, M. WRIGHT)

Consumer Behaviour - Applications in Marketing

SAGE Publications (in coll. with R. EAST, M. WRIGHT)

Consumer Behaviour - Applications in Marketing

Wolters Kluwer Polska (in coll. with R. EAST, M. WRIGHT)

Consumer Behaviour - Applications in Marketing

SAGE Publications (in coll. with R. East, M. Wright)

Chapters in edited books

Consumer Attitude Metrics for Guiding Marketing Mix Decisions

Long-Term Impact Of Marketing, A Compendium, Dominique M Hanssens, World Scientific Publishing Company

Grande distribution : client fidèle, client volage

L'Art Du Management 3, HEC Paris, Dunod, 395-398

La privatisation de Rhône-Poulenc : l'efficacité se prépare longtemps à l'avance

La Communication Efficace, J. Lendrevie (Ed.), Dalloz, 177-184

Proceedings

Negative Language Makes Online Reviews More Useful

E - European Advances in Consumer Research , 2018 , 11 (N. GEORGIEV)

Creativity and E-Advertising A Qualitative Study of Art Directors' Creative Processes

Proceedings of the XIX Congress Internaitonal Association of Empirical Aesthetics , 2006 , Avignon , Culture and Communication (M. Fourquet-Courbet, D. Courbet)

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 , 2005 , Lyon , La société de l'information et ses enjeux (N. Pignier, M. Fourquet-Courbet, F. Lavigne, S. Denis, J. Intartaglia, A. Borde, D. Courbet)

The Effectiveness of Non-Focal Exposure to Web Banner Ads

34th Annual Conference of the European Marketing Academy , 2005 , Milan , Proceedings (D. Courbet, S. Denis, F. Lavigne, A. Borde)

Working papers

Connaissance du prix par les enfants de 5 à 13 ans : une étude exploratoire

Cahier de Recherche du Groupe HEC , 2006

Consumers' Immediate Memory for Prices

Cahier de Recherche du Groupe HEC , 2005

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 , 2000

Separating the Long and Short-Term Effects of Advertising Repetition on Brand Name Awareness

Cahier de Recherche du Groupe HEC , 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

Scientific articles

Advertising’s Sequence of Effects on Consumer Mindset and Sales: A Comparison Across Brands and Product Categories

International Journal of Research in Marketing, June 2023, vol. 40, n° 2, pp 435-454, (in coll. with A. VALENTI, G. YILDIRIM, S. SRINIVASAN, K. PAUWELS)

How Do Consumers Read and Encode a Price?

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

Where do customer loyalties really lie, and why? Gender differences in store loyalty

International Journal of Retail & Distribution Management, 2016, vol. 44, n° 8, pp 799-813, (in coll. with A.-F. AUDRAIN-PONTEVIA)

Consumer Attitude Metrics For Guiding Marketing Mix Decisions

Marketing Science, July-August 2014, vol. 33, n° 4, pp 534-550, (in coll. with D. HANSSENS, K. PAUWELS, S. SRINIVASAN, G. YILDIRIM)

Books

Consumer Behaviour: Applications in Marketing

SAGE Publications (in coll. with R. EAST, J. SINGH, M. WRIGHT)

Consumer Behaviour - Applications in Marketing

SAGE Publications (in coll. with R. EAST, M. WRIGHT)

Consumer Behaviour - Applications in Marketing

Wolters Kluwer Polska (in coll. with R. EAST, M. WRIGHT)

Consumer Behaviour - Applications in Marketing

SAGE Publications (in coll. with R. East, M. Wright)

Chapters in edited books

Consumer Attitude Metrics for Guiding Marketing Mix Decisions

Long-Term Impact Of Marketing, A Compendium, Dominique M Hanssens, World Scientific Publishing Company

Grande distribution : client fidèle, client volage

L'Art Du Management 3, HEC Paris, Dunod, 395-398

La privatisation de Rhône-Poulenc : l'efficacité se prépare longtemps à l'avance

La Communication Efficace, J. Lendrevie (Ed.), Dalloz, 177-184

Proceedings

Negative Language Makes Online Reviews More Useful

E - European Advances in Consumer Research , 2018 , 11 (N. GEORGIEV)

Creativity and E-Advertising A Qualitative Study of Art Directors' Creative Processes

Proceedings of the XIX Congress Internaitonal Association of Empirical Aesthetics , 2006 , Avignon , Culture and Communication (M. Fourquet-Courbet, D. Courbet)

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 , 2005 , Lyon , La société de l'information et ses enjeux (N. Pignier, M. Fourquet-Courbet, F. Lavigne, S. Denis, J. Intartaglia, A. Borde, D. Courbet)

The Effectiveness of Non-Focal Exposure to Web Banner Ads

34th Annual Conference of the European Marketing Academy , 2005 , Milan , Proceedings (D. Courbet, S. Denis, F. Lavigne, A. Borde)

Working papers

Connaissance du prix par les enfants de 5 à 13 ans : une étude exploratoire

Cahier de Recherche du Groupe HEC , 2006

Consumers' Immediate Memory for Prices

Cahier de Recherche du Groupe HEC , 2005

Education

  • International Teachers Programme, London Business School - United Kingdom
  • Ph.D. in Marketing Management, UCLA, University of California at Los Angeles - USA
  • MBA in Marketing / Business Economics, Université catholique de Leuven (KULeuven) - Belgium
  • Licentiaat, Communication Science, Université catholique de Leuven (KULeuven) - Belgium

Academic appointments

Academic Responsibilities at HEC

  • 2019-2021 Associate Dean for Pre-experience Programs HEC Paris
  • 2015- Professor, Marketing HEC Paris
  • 2013-2015 Head, Marketing Department HEC Paris
  • 1993-2015 Associate Professor HEC Paris
  • 2005-2011 Associate Dean for Research HEC Paris
  • 2003-2005 Membre du Comité d'évaluation HEC Paris
  • 2004- Member of GREGHEC, the joint research laboratory CNRS-HEC Paris HEC Paris
  • Coordinateur pôle « comportement du consommateur » au sein du labo GREGHEC (CNRS) HEC Paris

External Academic Responsibilities

  • 1990-1993 Assistant UCLA, University of California at Los Angeles
  • 1985-1989 Assistant Université catholique de Leuven (KULeuven)

Scientific Activities

Membership in Academic or Professional Organisation

  • Membre elu du conseil d'administration, Association Francaise du Marketing
  • Membre du bureau de l'Association Francaise du Marketing
  • Member, American Marketing Association
  • Member, Association Francaise du Marketing
  • Member, Association for Consumer Research
  • Member, European Marketing Academy

Editorial activities

  • February 2016- Senior Editor, International Journal of Research in Marketing
  • 2009- Ad-hoc reviewer, Recherche et Applications en Marketing
  • 2003- Reviewer, Association Francaise du Marketing Conference, Tunis
  • 2003- Reviewer, La Londe Conference on Marketing Communications and consumer Behavior
  • June 1999 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, (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, ACR Conference (2005 San Antonio)
  • Reviewer, EMAC Doctoral Colloquium (2002 Braga, 2003, Glasgow)
  • Reviewer, ACR Europe Conference (2005, Goteborg)
  • Member, Editorial board, International Journal of Research in Marketing
  • Member, Editorial Review Board, Journal of Consumer Research
  • Jury prix FNEGE de la meilleure these en marketing 2002, 2006, 2007, 2008

  • Conference organisation

  • 2001- Member, Organizing Committee, 14th EMAC Colloquium
  • 2001- Member, Organizing Committee, 14th EMAC Colloquium
  • 2001- Member, Program Committee, Conference Association of Consumer Research, Berlin
  • 1999-1999 Co-chair of the 1999 European Conference of the Association for Consumer Research, Groupe HEC
  • Awards & honors

    • 2011 Syntec Management Consulting Prize in Marketing/Decision Sciences