Marc VANHUELE

Professor

Marketing

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.

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Scientific articles

Measuring the Price Knowledge Shoppers Bring to the Store

Journal of Marketing, October 2002, vol. 66, n° 4, pp 72-86, (in coll. with X. Drèze)

Consumers' Number Sense for Prices of Consumer Goods

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

How and why Consumers Remember Price Information

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

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, (in coll. with S. Holden)

Analyzing the Memory Impact of Advertising Fragments

Marketing Letters, 1997, vol. 8, n° 4, pp 407-417, (in coll. with M. Tan Pham)

Examining Medical Decision Making from a Marketing Perspective

Marketing Letters, 1997, vol. 8, n° 3, pp 361-375, (in coll. with B. Kahn, E. Greenleaf, J. Irwin, A. Isen, I. Levin, M.F. Luce, M. Pontes, J. Shanteau, P. Young)

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, (in coll. with M. Dekimpe, S. Sharma, D. Morrison)

Retrieval Inhibition and Related Adaptive Pecularities of Human Memory

Advances in Consumer Research, 1992, vol. 19, pp 155-160, (in coll. with R. Bjork)

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, (in coll. with P. Vanden Abeele, E. Gijsbrechts)

Computer-ondersteund ondervragen

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

Books

Chapters in edited books

Proceedings

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)

Working papers

Scientific articles

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)

Books

Chapters in edited books

Proceedings

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)

Working papers

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

Education

1998
International Teachers Programme, London Business School - United Kingdom
1994
Ph.D. in Marketing Management, UCLA, University of California at Los Angeles - USA
1985
MBA in Marketing / Business Economics, Université catholique de Leuven (KULeuven) - Belgium
1984
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

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, 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