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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

Les clients savent-ils combien coûtent les produits qu'ils achètent ?

L'Expansion Management Review, December 2001, pp 54-63

Know the Name, Forget the Exposure: Brand Familiarity Versus Memory of Exposure Context

Psychology and Marketing, September 1999, vol. 16, n° 6, pp 479-496

Analyzing the Memory Impact of Advertising Fragments

Marketing Letters, 1997, vol. 8, n° 4, pp 407-417

Examining Medical Decision Making from a Marketing Perspective

Marketing Letters, 1997, vol. 8, n° 3, pp 361-375

Probability Models for Duration: the Data Don't Tell the Whole Story

Organizational Behavior and Human Decision Processes, April 1995, vol. 62, n° 1, pp 1-13

Retrieval Inhibition and Related Adaptive Pecularities of Human Memory

Advances in Consumer Research, 1992, vol. 19, pp 155-160

Specification and Empirical Evaluation of a Cluster-Asymmetry Market Share Model

International Journal of Research in Marketing, 1990, vol. 7, n° 4, pp 223-248

Computer-ondersteund ondervragen

Economisch en Sociaal Tijdschrift, 1989, vol. 43, n° 6, pp 677-692

Proceedings

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)

Scientific articles

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

Proceedings

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)

Working papers

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

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

  • 2015 Professor, Marketing HEC Paris
  • 2013-2015 Head, Marketing Department HEC Paris
  • 1993-2014 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 (CNRS) HEC Paris
  • Coordinateur pôle « comportement du consommateur » au sein du labo GREGHEC (CNRS) HEC Paris

External Academic Responsabilities

  • 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

  • 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