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PIERRE CHANDON
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Last Update: 08 December 2006
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Curriculum Vitae
Professor Pierre Chandon's resumé is available as an Adobe Acrobat (.pdf) document.
Research Interests
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Biases in magnitude estimation
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Obesity and food consumption decisions
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Point-of-purchase decision making
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Measurement effects in survey research
Teaching Interests
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Brand management
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Marketing management
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Pricing and sales promotions
Awards
and Honors
2006
2005 MSI/H. Paul Root Award (honorable mention) for the article “Do Intentions
Really Predict Behavior? Self-Generated Validity Effects in Survey Research,”
which appeared
Winner,
EFMD Case Writing Competition, for the case “Unilever in Brazil: Marketing
Stellner Distinguished Scholar Award, Stellner
Distinguished Speaker Series,
1998
Best Ph.D. Dissertation
(awarded every two years, among all HEC dissertations)
1996
AMA Doctoral Consortium Fellow, University of Colorado, Boulder.
1996
DEA thesis awarded second prize in the 7th Sales Promotion Challenge organized
by the French Association of Advertising and Promotion Agencies (AACC), Paris
1996
Scholarship from the Fondation Nationale pour l'Enseignement de la Gestion des
Entreprises (FNEGE).
Working Papers
Chandon, Pierre, Vicki G. Morwitz, Ronn J. Smith, Eric R. Spangenberg, and David E. Sprott (2007), "When Does the Past Repeat Itself? The Role of Self-Prediction and Norms," INSEAD Working paper 2007/07/MKT, submitted to Journal of Consumer Research.
Publications
in refereed journals
- Featured in the
Toronto Star.
Chandon,
Pierre and Brian Wansink (2007), “Is
Obesity Caused by Calorie Underestimation? A Psychophysical Model of
Fast-Food Meal Size Estimation,” Journal of Marketing Research,
forthcoming (February).
Wansink, Brian
and Pierre Chandon (2006),
“Can
‘Low Fat’ Nutrition Labels Lead to Obesity?”, Journal of Marketing
Research, 43 (4), 605-617.
- Cited by
The Economist (as
one of two significant noteworthy studies published that month)
- Cited in
USA Today
- Featured in
ABC News
- Cited in
Medical News
Wansink,
Brian and Pierre Chandon (2006),
"Meal
Size, Not Body Size, Explains Errors in Estimating the Calorie Content of Meals,"
Annals of Internal Medicine, 145
(5), 326-332.
- Summarized
in
Nature (Clinical Practice: Endocrinology & Metabolism), 2006,
vol 2 (12), p. 655. Featured on
CNN ( To view CNN clip [50 MB] click here) and in over 200 newspaper articles and television segments, including
Chandon, Pierre,
Vicki G. Morwitz, and Werner J. Reinartz (2005), “Do
Intentions Really Predict Behavior? Self-Generated Validity Effects in Survey
Research,” Journal of Marketing, 69 (2), 1-14 -
- Lead article;
honorable mention, 2005 MSI/H. Paul Root Award; article summarized in Marketing News (cover story).
Chandon, Pierre,
Vicki G. Morwitz, and Werner J. Reinartz (2004), “The
Short- and Long-Term Effects of Measuring Intent to Repurchase,” Journal
of Consumer Research, 31 (3), 566-72.
Chandon, Pierre
(2004), “Innovative
Marketing Strategies after Patent Expiry: The Case of Gsk's Antibiotic Clamoxyl
in France,” International Journal of Medical Marketing, 4 (1), 65-77.
- Published with
three commentaries.
Reprinted in the
Journal of Generic Medicines, 1
(4), 353-361.
Chandon, Pierre
and Brian Wansink (2002), “When
Are Stockpiled Products Consumed Faster? A Convenience-Salience Framework of
Post-Purchase Consumption Incidence and Quantity,” Journal of Marketing
Research, 39 (August), 321-25.
- Mentioned on
ABC 20/20 (“bulk buying”), November 2005.
Chandon, Pierre, Brian Wansink, and Gilles Laurent
(2000), “A
Benefit Congruency Framework of Sales Promotion Effectiveness,” Journal
of Marketing, 64 (October), 65-81.
-
Reprinted in
the Journal of Marketing and Marketing Research in Russia (2001).
Chandon, Pierre
(1998) “Comment créer des promotions efficaces et rentables: le point de vue des
experts”, Décisions Marketing, vol.12, 23-30.
Bernadet,
Jean-Pierre, Pierre Chandon, Pierre Desmet, Florence Fargette, Francis Guilbert,
Gilles Laurent, Claude Oustlan, Michel Toporkoff et Pierre Volle (1998), “La
promotion des ventes en France: évolution et révolutions”, Décisions
Marketing, vol.12, 9-22.
Chandon, Pierre
(1995) “Consumer
Research on Sales Promotions: A state-of-the-art Literature Review,”
Journal of Marketing Management, 11 (5), 419-441.
Chandon, Pierre
(1995), “Dix ans de recherches sur la mesure des effets des promotions,”
Recherche et Applications en Marketing, 9:4, 81-100.
Chandon, Pierre
(1994) “Dix ans de recherches sur la psychologie et le comportement des
consommateurs face aux promotions,” Recherche et Applications en Marketing,
9:3 83-108.
Book chapters and
articles in managerial journals
Chandon, Pierre, J. Wesley Hutchinson, Eric T.
Bradlow, and Scott Young (In press), "Measuring
the Value of Point-of-Purchase Marketing with Commercial Eye-Tracking-Data,"
in Visual Marketing: From Attention to Action, ed. Michel Wedel and
Rik Pieters, Mahwah, New-Jersey: Lawrence Erlbaum Associates.
Chandon, Pierre, Vicki G M Morwitz, and Werner
Reinartz (2005), "Intentions Don't Always Predict Buying Behavior," Marketing
News, 39 (6), 34-33.
Laurent, Gilles and Pierre Chandon (1999) "La promotion des ventes :
un outil puissant et diversifié", Les Echos,
21-22/05/1999, supplément "L’Art du Marketing", pp.
VI-VII.
- Reprinted in
L’Art du Marketing, Editions Village Mondial
and Financial Times Limited, 1999.
Chandon,
Pierre and Gilles Laurent (1998), "Promotion
des Ventes : Effets, Stratégies, Comportements", PhD
dissertation published, in part, by the HEC Foundation in "Les Etudes du Groupe HEC" series, 90 pages.
Chandon,
Pierre & Gilles Laurent (1997), “Les effets de la promotion des ventes”,
Hommes et Commerce, No 259, mai 1997, pp. 22-24.
Chandon, Pierre, Brian Wansink and Gilles Laurent (1999) "Hedonic and
Utilitarian Consumer Benefits of Sales Promotions", Marketing Science
Institute Report No. 99-109.
Teaching
Advanced
Brand Management (MBA elective course), taught in 2000, 2001, 2002, 2003,
2004. Course
syllabus.
Marketing
Management (EMBA core course), taught in 2003.
Course
syllabus.
Marketing
Management (MBA core course), taught in 2000, 2001, 2002.
Course
syllabus.
Pedagogical
Material (cases available from the ECCH)
"Unilever
in Brazil: Marketing Strategies for Low-Income Consumers" with
teaching note and instructor's CD-Rom, ã
INSEAD 2004.
Winner, 2004 EFMD Case Writing Competition.
"Diesel
for Successful Living: Branding
Strategies for an Upmarket Line Extension in the Fashion Industry” with
teaching note and instructor's
CD-Rom,
ã
INSEAD
2001,
2004.
See abstract in INSEAD Knowledge. ECCH best-selling case.
"Marketing
Strategies in the Competition Between Branded and Generic Antibiotics":
Clamoxyl in 1996 (A), Augmentin in 2002 (B), with teaching note, ã
INSEAD 2001, 2003.
See
abstract in INSEAD Knowledge.
“Parfums
Cacharel de l’Oréal: Revitalizing
a Classic brand", A & B with teaching note, student and
instructor’s CD-Rom (with Klaus Wertenbroch),
ã
INSEAD
2001,
2003.
See abstract in INSEAD Knowledge. ECCH best-selling case.
"Russian
Standard Vodka: Strategies for Global Branding and Expansion into the
US Market", with teaching note, ã INSEAD
2002.
See abstract in INSEAD Knowledge.
Membership in Editorial Boards
Chandon,
Pierre and Brian Wansink (2007),
"The
Biasing Health
Halos of Fast Food Restaurant Health Claims: Lower Calorie Estimates
and Higher Side-Dish Consumption Intentions,"
Journal of Consumer Research, Forthcoming.
"Note
on Brand Audit: How to Measure Brand Awareness, Brand Image, Brand Equity
and Brand Value"
ã INSEAD 2004.