Lorenzo CECUTTI

Lorenzo Cecutti is an Assistant Professor of Marketing at HEC Paris. He holds a PhD in Marketing from the University of Toronto and an MPhil in Business from the Chinese University of Hong Kong.

His research examines how sensory experiences and physical states influence consumer cognition and decision-making. He explores how incidental features, such as sound pitch, tactile cues, or pain, shape judgments of efficiency, speed, mental effort, and value. His work draws on cognitive psychology, grounded cognition, and behavioral science, and has been published in top journals such as Nature Human Behaviour.

His professional and academic career has spanned Asia, North America, and Europe. Before entering academia, Lorenzo worked closely with global FMCG brands such as Mars, Nestlé, and Mondelēz, advising them as part of his roles at Nielsen and informing both his academic perspective and applied interests. His current projects explore the cognitive consequences of digital and AI technology use, the role of metacognition in strategic thinking, and how incidental sensory cues and interpersonal closeness shape consumer preferences.