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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 serves as associate dean, responsible for digital and for HEC’s participation in the Université Paris-Saclay. 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 2017) that brings together the most recent research on consumer behavior of interest to marketers.

Scientific articles

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

Consumer Attitude Metrics For Guiding Marketing Mix Decisions

Marketing Science, July-August 2014, vol. 33, n° 4, pp 534-550

Mindset Metrics in Market Response Models: An Integrative Approach

Journal of Marketing Research, August 2010, vol. 47, n° 4, pp 672-684

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

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

Consumers' Immediate Memory for Prices

Journal of Consumer Research, September 2006, vol. 33, n° 2, pp 163-172

How Do We Memorize Prices? A Numerical Cognition Perspective

Advances in Consumer Research, 2005, vol. 32, pp 447-448

Mesure et analyse de la multi-fidélité aux magasins

Décisions Marketing, December 2003, n° 32, pp 71-82

How and why Consumers Remember Price Information

Advances in Consumer Research, 2002, vol. 29, pp 142-144

Measuring the Price Knowledge Shoppers Bring to the Store

Journal of Marketing, October 2002, vol. 66, n° 4, pp 72-86

Books

Consumer Behaviour - Applications in Marketing

Sage Publications

Consumer Behaviour - Applications in Marketing

Wolters Kluwer Polska

Consumer Behaviour - Applications in Marketing

Sage Publications

Chapters edited in books

Grande distribution : client fidèle, client volage

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

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

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

Proceedings

Intrapsychic life and organization: from idealization to transitional spaces

Proceedings of the International Symposium of the ISPSO: "Clinical approaches to management" , 1992 , Montréal

Pratiques magiques et régressives dans la gestion des ressources humaines

Actes du Premier Congrès de l'Association Française de Gestion des Ressources Humaines , 1990 , Bordeaux

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)

Price Cognition Explains Why Consumers Remember some Prices Better Than Others

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

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 , 2002 , University of Minho (X. Drèze, C. Balague)

Varieties of Price Knowledge for Consumer Goods. A Survey of French Hypermarket Shoppers

Proceedings of the 29th EMAC Conference , 2000 , Rotterdam (X. Drèze)

Analyzing the Memory Effects of Advertising Fragments

Proceedings of the Second International Research Seminar on Marketing Communications and Consumer Behavior , 1997 , La Londe les Maures (M. Tuan Pham)

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 (G. LAURENT, P. Chandon)

Out of Mind Influence: Incidental and Implicit Effects on Memory

Proceedings of the Association for Consumer Research Conference , 1996 , Tucson (S. Holden)

Subtle Communication Effects of Incidental and Univolving Exposure to Advertising Fragments

Proceedings of the Association for Consumer Research Conference , 1996 , Tucson (M. Tuan Pham)

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 , 1995

Mere Exposure and the Cognitive-Affective Debate Revisited

Advances in Consumer Research, vol 21 , 1994 , Provo, Ut,

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 , 1992 , Denmark (R. Bjork)

Psychophysiological Measures and Marketing Research; A case for Electro Dermal Response

Proceedings of the European Marketing Academy Conference , 1987 , Toronto (E. Gijsbrechts, P. Vanden Abeele, L. Gielen)

Ex-Yougoslavie : fausses leçons et vraies responsabilités

De la purification ethnique au processus de paix, Actes du Colloque International de l'ENS , 1997

AGENT Code: Open Architecture Analysis and Configuration of Research Reactors-Graphic Tools

Proceedings of PHYSOR 2004 "The Physics of Fuel Cycles and Advanced Nuclear Systems: Global Developments" , 2004 , Chicago (T. Jevremovic)

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

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

Consumer Attitude Metrics For Guiding Marketing Mix Decisions

Marketing Science, July-August 2014, vol. 33, n° 4, pp 534-550

Mindset Metrics in Market Response Models: An Integrative Approach

Journal of Marketing Research, August 2010, vol. 47, n° 4, pp 672-684

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

Books

Consumer Behaviour - Applications in Marketing

Sage Publications

Consumer Behaviour - Applications in Marketing

Wolters Kluwer Polska

Consumer Behaviour - Applications in Marketing

Sage Publications

Chapters edited in books

Grande distribution : client fidèle, client volage

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

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

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

Proceedings

Intrapsychic life and organization: from idealization to transitional spaces

Proceedings of the International Symposium of the ISPSO: "Clinical approaches to management" , 1992 , Montréal

Pratiques magiques et régressives dans la gestion des ressources humaines

Actes du Premier Congrès de l'Association Française de Gestion des Ressources Humaines , 1990 , Bordeaux

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)

Price Cognition Explains Why Consumers Remember some Prices Better Than Others

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

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 , 2002 , University of Minho (X. Drèze, C. Balague)

Varieties of Price Knowledge for Consumer Goods. A Survey of French Hypermarket Shoppers

Proceedings of the 29th EMAC Conference , 2000 , Rotterdam (X. Drèze)

Analyzing the Memory Effects of Advertising Fragments

Proceedings of the Second International Research Seminar on Marketing Communications and Consumer Behavior , 1997 , La Londe les Maures (M. Tuan Pham)

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 (G. LAURENT, P. Chandon)

Out of Mind Influence: Incidental and Implicit Effects on Memory

Proceedings of the Association for Consumer Research Conference , 1996 , Tucson (S. Holden)

Subtle Communication Effects of Incidental and Univolving Exposure to Advertising Fragments

Proceedings of the Association for Consumer Research Conference , 1996 , Tucson (M. Tuan Pham)

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 , 1995

Mere Exposure and the Cognitive-Affective Debate Revisited

Advances in Consumer Research, vol 21 , 1994 , Provo, Ut,

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 , 1992 , Denmark (R. Bjork)

Psychophysiological Measures and Marketing Research; A case for Electro Dermal Response

Proceedings of the European Marketing Academy Conference , 1987 , Toronto (E. Gijsbrechts, P. Vanden Abeele, L. Gielen)

Ex-Yougoslavie : fausses leçons et vraies responsabilités

De la purification ethnique au processus de paix, Actes du Colloque International de l'ENS , 1997

AGENT Code: Open Architecture Analysis and Configuration of Research Reactors-Graphic Tools

Proceedings of PHYSOR 2004 "The Physics of Fuel Cycles and Advanced Nuclear Systems: Global Developments" , 2004 , Chicago (T. Jevremovic)

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

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 responsabilities at HEC

  • Coordinateur pôle « comportement du consommateur » au sein du labo GREGHEC (CNRS)
  • 2015- Professor, Marketing
  • 2013-2015 Head, Marketing Department
  • 2005-2011 Associate Dean for Research
  • 2004- Member of GREGHEC (CNRS)
  • 2003-2005 Membre du Comité d'évaluation
  • 1993-2014 Associate Professor

External Academic Responsabilities

  • 1990-1993 Assistant
  • 1985-1989 Assistant

Scientific Activities

Membership in Academic or Professional Organisation

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

Editorial activities

  • Member, Editorial Review Board, Journal of Consumer Research
  • Reviewer, EMAC Doctoral Colloquium (2002 Braga, 2003, Glasgow)
  • Reviewer, ACR Conference (2005 San Antonio)
  • Reviewer, EMAC Conference (Braga, 2003, Glasgow, 2004, Murcia, Milan, 2005)
  • Member, Editorial board, International Journal of Research in Marketing
  • Jury prix FNEGE de la meilleure these en marketing 2002, 2006, 2007, 2008
  • Reviewer, Marketing Science, International Journal of Research in Marketing, Journal of Marketing
  • Reviewer, ACR Europe Conference (2005, Goteborg)
  • 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

  • Conference organisation

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

    Membership in Academic or Professional Organisation

    • 2011 Syntec Management Consulting Prize in Marketing/Decision Sciences