Marc VANHUELE

Professor

Marketing

vanhuele@hec.fr
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

Books

Chapters in edited books

Proceedings

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

Working papers

Scientific articles

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)

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,

Books

Chapters in edited books

Proceedings

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

Working papers

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

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