Claude Luce C. PECHEUX (1972) Present Position Associate

Claude Luce C. PECHEUX (1972)
Present Position
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Associate Professor, Catholic University of Mons (FUCaM) and Louvain School of Management
(LSM), 2001-present.
Invited Professor at the Facultés Universitaires Saint-Louis (Brussel).
Member of the CIM (Collège Interuniversitaire pour les Sciences du Management) committee
(delegate for FUCaM), since 2007.
Member of the CSA (Conseil Supérieur de l’Audiovisuel), work group on « young and media »
issues, since 2007.
Past Position
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Marketing Department Chair, 2004-2007.
Invited Professor at the University of Paris II Panthéon-Assas, 2003-2006.
Invited Professor of the Catholic University of Leuven (KUL), 2003-2005.
Doctoral student, ICM Fellow, 1998-2001.
Visiting PhD student, University of Florida (USA), Warrington College of Business Administration
(Marketing Department), 1998-1999.
Research assistant, Consumer Behavior Analysis Laboratory (Labacc), Marketing Department,
Catholic University of Mons, 1995-2001.
Dissertation (defended in February 2001)
“Children’s reactions to Advertising Communication: the Moderating Effect of Involvement and
Mood on Advertising Processing and Effectiveness”.
Thesis committee:
Dr. Christian DERBAIX (FUCaM, Belgium): thesis’ advisor
Dr. Alain BULTEZ (FUCaM, Belgium): chairman
Dr. Joël BREE (ESC Rouen & Université de Caen, France)
Dr. Pierre GREGORY (Université de Paris 1 – Panthéon Sorbonne, France)
Dr. Els GIJSBRECHTS (UFSIA, Antwerp, Belgium)
Dr. Richard LUTZ (University of Florida, Gainesville, USA)
Dr. Rik PIETERS (University of Tilburg, The Netherlands)
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Background and Education
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Doctorat en Sciences de Gestion, Catholic University of Mons (FUCaM), February 2001.
Certificate of Excellence for the course “Market Research and the Marketing Information
Revolution”, lectured by the Professor Leonard Parsons (Georgia Institute of Technology, USA),
FUCaM, December 1995.
Master’s degree in Applied Economics (4-years program, with a major in Marketing), FUCaM,
June 2004. Essay: “Development of a scale aiming at measuring involvement among children”.
Grade: Great Distinction (i.e., a 80 percent class average).
Awards and Fellowships
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“Best PhD proposal and performance”, 11th EMAC Doctoral Colloquium for Doctoral Students in
Marketing, Stockholm, 18-20 May 1998. Ranked first out of 33 European PhD students.
ICM Fellow (Intercollegiate Center for Doctoral Studies in Management, Brussels), October
1998-October 2001. Ranked first out of 7 Belgian doctoral candidates.
EDEN Fellow (the European Institute for Advanced Studies in Management’s Doctoral Education
Network)
o EDEN doctoral seminar on Research Methods in Marketing (Leuven, 17-22 November
1996)
o EDEN doctoral seminar on Consumer Behavior (1-5 April 1997)
Stays Abroad
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Visiting scholar, University of Florida, Warrington College of Business Administration, Gainesville
(Florida, USA), May 2008 (FNRS “short mission” grant, one month).
Visiting scholar, University of Laval at Quebec, Marketing Department, 7-11 November 2007.
Visiting scholar as part of the Erasmus/Socrates Staff Mobility Program, Ghent Universiteit, 29
May-1 June 2007.
Visiting Scholar, University of Florida, Warrington College of Business Administration, Gainesville
(Florida, USA), 6 July-2 August 2004 (FNRS travel grant).
Visiting scholar as part of the Erasmus/Socrates Staff Mobility Program, Vrije Universiteit
Amsterdam, 12-16 May 2003.
Visiting Scholar, University of Florida, Warrington College of Business Administration, Gainesville
(Florida, USA), 19 January-11 February 2003 (FNRS travel grant).
Visiting scholar as part of the Erasmus/Socrates Staff Mobility Program, Vrije Universiteit
Amsterdam, 13-17 May 2002.
Visiting PhD student, University of Florida, Warrington College of Business Administration,
Gainesville (Florida, USA), December 1998-December 1999 (ICM grant).
Advisor in the USA: Dr Richard LUTZ, Professor of Marketing
Curriculum in the USA:
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Marketing Models (Dr. Shugan; grade: A)
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Mutivariate Data Analysis (Dr. Shugan; grade: A)
Consumer Behavior (Dr. Janiszewski; grade: A)
Research Methods in Marketing (Dr. Sawyer, grade: A)
Attitudes and Social Cognition (Dr. Albarracin, grade: A)
Social Development (Dr. Ellis; grade: A)
Dissertation Committees
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Member of Anick Bosmans’ (University of Ghent) dissertation committee, June 2002.
Member of Sarah Steenhout (University of Ghent) dissertation committee, June 2006.
Member of Tine Faseur (University of Ghent) dissertation committee, April 2008.
Chairman of Sylvain Willart (Université Robert Schuman, Strasbourg, France) dissertation
committee, November 2007 (Strasbourg) and February 2008 (FUCaM).
Supervisor of Karine Charry (Louvain School of Management and FUCaM), dissertation in
progress (the prevention of healthy food habits among children).
Supervisor of Marie Kindt (Louvain School of Management and FUCaM), dissertation in progress
(the promotion of culture among children).
Supervisor of Mehdi Gherbi (Louvain School of Management and FUCaM), dissertation in
progress (children, culture and new technologies).
Member of Anne de Cort (University of Antwerp) dissertation committee, dissertation in
progress (the role of women in Advertising across the world).
Publications
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CHARRY, K. and PECHEUX, C. (2008), « Enfance, alimentation et publicité : quels rôles pour le
marketing ? », Reflets et Perspectives de la vie économique, n°2, 9-17.
DECROP, A., PECHEUX, C. and BAUVIN, G. (2007), « La prise de décision dans les groupes
d’amis : une étude exploratoire », Recherche et Applications en Marketing, vol 22, n°2, 1-21.
GEUENS, M. and PECHEUX, C. (2006), « Co-Branding - Het belang van product and merk fit »,
Jaarboek of Marketing, 197-202.
PECHEUX, C., DERBAIX, C. and PONCIN, I. (2006), « The control of commercials targeting
children: an experiment to investigate context effects », European Advances for Consumer
Research, in K. Ekstrom and H. Brembeck (eds.), vol 7.
DERBAIX, C., PECHEUX, C. and GYSSELS, C. (2005), « Présence de pairs dans une annonce
publicitaire : le cas des enfants de 8 à 12 ans », Recherche et Applications en Marketing, vol 20,
n°4, 3-27.
DECROP, A., PECHEUX, C. and BAUVIN, G. (2004), « Let’s make a trip together: an exploration
into decision-making within groups of friends », Advances in Consumer Research, in Kahn, B.
and Luce, M-F. (eds), vol 31, 291-297.
DERBAIX, C. and PECHEUX, C. (2003), « A new scale to assess children’s attitude toward TV
advertising », Journal of Advertising Research, vol 43, 390-399.
PECHEUX, C. (2002), « Lessons learned: new methods for research with children », Advances in
Consumer Research, Broniarczyk, S.M. and Nakamoto, K. (eds.), vol 29, 529-530.
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PECHEUX, C. and DERBAIX, C. (2002), « Children’s reactions to advertising communication:
multiple methods, moderating variables and construct validity issues », Advances in Consumer
Research, Broniarczyk, S.M. and Nakamoto, K. (eds.), vol 29, 531-538.
PECHEUX, C. and DERBAIX, C. (2002), « L’attitude de l’enfant envers une nouvelle marque : de
la nécessité d’une phase de fixation ? », Recherche et Applications en Marketing, vol 17, n°3,
63-79. Selected in the International Abstracts of Research in Marketing (International Journal of
Research in Marketing (2003)) as « important contributions to the marketing literature that
have been originally published in a language other than English ».
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PECHEUX, C. and DERBAIX, C. (1999), « Children’s attitude toward the brand : a new
measurement scale », Journal of Advertising Research, vol 39, n°4, 19-27.
DERBAIX, C. and PECHEUX, C. (1999), « Mood and children : proposition of a measurement
scale », Journal of Economic Psychology, vol 20, n°5, 571-591.
DERBAIX, C., BLONDEAU, S. and PECHEUX, C. (1999), « L’enfant et l’attitude envers l’annonce
publicitaire : mise en œuvre du construit et précisions conceptuelles », Recherche et
Applications en Marketing, vol 14, n°3, 23-39.
DERBAIX, C. and PECHEUX, C. (1997), « L’implication et l’enfant : proposition d’une échelle de
mesure », Recherche et Applications en Marketing, vol 12, n°1, 47-70.
Book review, Recherche et Applications en Marketing, 2001, vol 16, n°4.
Fiche de thèse, Recherche et Applications en Marketing, 2001, vol 16, n°3.
Book Chapters
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GUICHARD, N. and PECHEUX, C. (2007), « Les enfants et la Publicité », in Kid Marketing, EMS
éditions.
DERBAIX, C. and PECHEUX, C. (2006), « Les mineurs, une ou plusieurs cibles ? », in « Les
pratiques publicitaires à la télévision – Quelques questions », Ministère de la Communauté
française de Belgique, 30-39.
Collaboration to « Persuasion, la Théorie de l’Irrationalité Restreinte », coordinated by C.
Derbaix and P. Gregory, Economica, 2004.
Conferences (with proceedings)
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CHARRY, C. and PECHEUX, C. (2008), « Children, Obesity and Advertising: two experiments to
investigate the way to promote healthy food habits », 37th European Marketing Academy
(EMAC) Conference, Brighton (UK), 27-30 May.
CHARRY, C. and PECHEUX, C. (2008), « Children and food: 2 experiments to investigate
efficient promotion of healthy eating habits among 8 to 12 year-olds », 6th International
workshop on Consumer Behavior and Food Marketing, Middelfart (Denmark), 9-10 April.
PECHEUX, C. (2007), « Etude de l’enfant-consommateur : spécificités méthodologiques »,
Journée d’étude sur le thème « Ecoute des marchés : méthodes et résultats », IAE Strasbourg,
France, 7 December.
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PECHEUX, C., DERBAIX, C. and CHARRY, K. (2006), « Enfants, Alimentation et Obésité : quels
rôles pour la Publicité ? », proceedings of the XIIème Congrès International de l’Association
Française du Marketing, Nantes, May.
PECHEUX, C., DERBAIX, C. and PONCIN, I. (2005), « The control of commercials targeting
children: an experiment to investigate context effects », European Conference of the
Association for Consumer Research, Göteborg (Sweden), 15-18 June.
DERBAIX, C., PECHEUX, C. and GYSSELS, C. (2005), « Impact de la présence de pairs dans une
annonce publicitaire : le cas des enfants de 8 à 12 ans », proceeding of the XIème Congrès
International de l’Association Française du Marketing, Nancy, 19-20 May.
LEHEUT, E. and PECHEUX, C. (2005), « La stratégie d’alliances de marques dans les publicités
pour enfants : une démarche expérimentale pour étudier son efficacité », proceeding of the
XIème Congrès International de l’Association Française du Marketing, Nancy, 19-20 May.
DECROP, A., PECHEUX, C. and BAUVIN, G. (2004), « La prise de décision dans les groupes
d’amis : une étude exploratoire », 3ièmes Journées Normandes de la Consommation, Rouen,
11-12 March.
DECROP, A., PECHEUX, C and BAUVIN, G. (2003), « Let’s make a trip together : an exploration
into decision-making within groups of friends », conference of the Association for Consumer
Research, Toronto, 9-12 October.
PECHEUX, C. and DERBAIX, C. (2003), « The control of commercials targeting children : an
experiment on the impact of context », 32rd European Marketing Academy’s Conference,
Glasgow, May.
PECHEUX, C. and DERBAIX, C. (2003), « Le contrôle de la publicité destinée aux enfants : une
démarche expérimentale pour étudier les effets de contexte », proceedings of the XIXème
Congrès International de l’Association Française du Marketing, Tunis, May.
GEUENS, M., PECHEUX, C. and MAST, G. (2002), « Co-branding in Advertising: a content
analysis of Belgian print ads », in Patrick de Pelsmacker (ed.), proceedings of the 7th
International Conference on Corporate and Marketing Communications, Antwerp, 29-30 April,
92-94.
PECHEUX, C. and DERBAIX, C. (2001), « Children’s reactions to advertising communication:
multiple methods, moderating variables and construct validity issues », conference of the
Association for Consumer Research, Austin (USA), 10-14 October.
PECHEUX, C. (2000), « Children’s reactions to advertising communication: stability and
moderators of the attitude toward the ad-attitude toward the brand-behavior sequence», 29th
European Marketing Academy’s Conference, Rotterdam, 23-26 May.
DERBAIX, C. and PECHEUX, C. (2000), « Des outils pour comprendre l’enfant-consommateur :
bilan de 5 années de recherche », proceedings of the XVIème Congrès International de
l’Association Française du Marketing, Montréal, 19-20 May.
Communications (invited seminars)
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PECHEUX, C. (2007), « Etude de l’enfant-consommateur : spécificités méthodologiques »,
Journée d’étude sur le thème « Ecoute des marchés : méthodes et résultats », IAE Strasbourg,
France, 7 December.
PECHEUX, C. and CHARRY, K. (2007), « Enfants, Marketing, Publicité et Alimentation : pour
un Marketing Social », Observatoire de la Santé du Hainaut, 25 October.
PECHEUX, C. and CHARRY, K. (2006), « Les enfants, l’alimentation et le marketing : résultats
d’une enquête qualitative », CRIOC (Centre de Recherche et d’Information des Organisations de
Consommateurs), Brussel, 16 June.
PECHEUX, C. (2004), « Marketing Communication to Children », Erasmus University, Rotterdam
(The Netherlands), 25 February.
PECHEUX, C. (2002), « Children’s Reactions to Advertising Communication », Vrije Universiteit
Amsterdam, Amsterdam (The Netherlands), 15 May.
PECHEUX, C. (2001), « Les réactions de l’enfant à la communication publicitaire : effets
modérateurs de l’implication et de l’humeur sur le traitement et l’efficacité publicitaire »,
Facultés Universitaires Notre Dame de la Paix, Namur (Belgium), 21 November.
PECHEUX, C. (2001), « Children’s Reactions to Advertising Communication: The moderating
impact of involvement and mood on advertising processing and effectiveness », Vlerick School
of Management, Ghent (Belgium), 4 May.
PECHEUX, C. (2000), « Children’s Reactions to Advertising Communication: Stability and
moderators of the attitude toward the ad-attitude toward the brand-brand behavior sequence »,
job talk, Catholic University of Leuven, Leuven (Belgium), 23 November.
PECHEUX, C. (2000), « Children’s Reactions to Advertising Communication: Stability and
moderators of the attitude toward the ad-attitude toward the brand-brand behavior sequence »,
job talk, Erasmus University, Rotterdam (The Netherlands), 25 September.
PECHEUX, C. (2000), « Children’s Reactions to Advertising Communication: Stability and
moderators of the attitude toward the ad-attitude toward the brand-brand behavior sequence »,
job talk, HEC-Paris, Paris (France), 28 June.
PECHEUX, C. (2000), « The attitude toward the ad-attitude toward the brand-brand behavior
sequence among children: first results », research seminar of the Marketing Department,
Tilburg University, Tilburg (The Netherlands), 10 May.
PECHEUX, C. (1999), « Children’s Reactions to Advertising Communication: Thesis Proposal »,
workshop of the Marketing Department, University of Florida, 18 January.
PECHEUX, C. (1998), « Children’s Reactions to Advertising Communication: Stability and
Moderators of the attitude toward the ad – attitude toward the brand relationship », presented
at the 11th European Marketing Academy’s Doctoral Colloquium, Stochkolm, 18-20 May. (Award
for the Best PhD Proposal and Performance, ranked 1rst out of 33 European Candidates).
PECHEUX, C. (1997), « Esquisse d’un modèle de l’enfant-consommateur », presented at the
« Journée de recherche en Marketing : Apports et limites des équations structurelles pour
modéliser la persuasion publicitaire », University of Paris 1-Panthéon Sorbonne, 26 May.
DERBAIX, C. and PECHEUX, C. (1997), « Etude de l’humeur de l’enfant en marketing :
justification de la problématique et proposition d’une échelle de mesure », ESSEC, Paris, 19
March.
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PECHEUX, C. (1996), « Mise au point d’échelles de mesure chez les enfants », presented at
Journée Scientifique Micromégas : Les enfants, quelles méthodologies de recherche en
Marketing », EDHEC, Lille (France), 21 June.
Work in progress
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« Kids, eating habits and Marketing » (with Karine Charry, FUCaM), experiments in progress,
analyzing data and papers in preparation.
« Marketing, Culture and Children » (with Marie Kindt, FUCaM), exploratory phase.
« Children, Culture and new technologies » (with Mehdi Gherbi, FUCaM), exploratory phase.
« Subadditive bundle preference and the value of variety » (with Alan Cooke and Elise
Chandon, University of Florida and Virginia Tech, USA), manuscript in preparation.
« The impact of context on variety-seeking » (with Alan Cooke, University of Florida, USA),
collecting and analyzing data.
« The nature of contrast in hedonic experience » (with Alan Cooke, University of Florida, USA),
collecting and analyzing data.
« Co-branding in Advertising » (with Maggie Geuens, Gitte Mast and Tine Faseur, Ghent
University, Belgium), manuscript in preparation.
Press articles
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« Enfants et publicité alimentaire: qui a peur du grand méchant loup ? » with Karine Charry, Le
Soir, 28 July 2008.
JT de la RTBF, 22 July 2006.
« Malbouffe : la faute au Marketing ? », with C. Derbaix and K. Charry, La Libre Belgique, La
Libre Entreprise, 29 April 2006.
« Ce marketing dont le roi est un enfant », based on C. Derbaix and C. Pecheux’s interviews,
Vers l’Avenir, 12 October 2002.
PECHEUX, C. (2002), « Publicité, Enfants admis », La Libre Belgique, La Libre Entreprise, 23
February.
PECHEUX, C. (2002), « Pub pour enfants ? L’Europe divisée », Le Soir, 14 January.
« Télévision : faire écran entre la pub et l’enfant ? », Imagine, December 2001.
« Légiférer la pub TV destinée aux enfants ? Réponses dans la thèse de Claude Pecheux », La
Province, 9 July 2001.
PECHEUX, C. (2001), « Faut-il réglementer la publicité TV ciblant les enfants ? », L’Echo, 16
June.
BECKMANN, S. and PECHEUX, C. (1998), « Compte-rendu du 11ième Colloquium doctoral de
l’EMAC », Nouvelles du Marketing, May-August.
PECHEUX, C. (1997), « La Recherche en Marketing en Belgique », Nouvelles du Marketing,
April.
Current teaching
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New Products and Innovation, FUCaM, master level, since 2008.
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Marketing Communication, FUCaM, master level, since 2007.
Marketing 1, FUCaM, bac 2, since 2005.
Marketing for non-profit organizations, Ateliers des FUCaM, since 2007.
Marketing, FUCaM, evening program (Charleroi), with Patrick du Bois de Bounam, since 2004.
Marketing, FUCaM, evening program (Mons), with Patrick du Bois de Bounam, since 2008.
Methods and Models in Marketing, FUCaM, master level, with Caroline Ducarroz, since 2007.
Methods and Models in Marketing, FUCaM, evening program (Mons, DS2), with Alain Bultez
from 2000 to 2007 & with Caroline Ducarroz since 2007.
Introduction to Management, FUCaM, bac 1, with Isabelle Platten and Claude Verstraete, since
2004.
Reading Sessions, Louvain School of Management, doctoral program, with Valérie Swaen and
Pietro Zidda, since 2006.
Marketing, Facultés Universitaires Saint-Louis, since 2008.
Past teaching experience
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Advertising, FUCaM, master level, with Christian Derbaix, 2001-2007.
Seminar on Marketing Management, FUCaM, master level, with Patrick Van Kenhove, 20012005.
Marketing Communication, Katholieke Universiteit Leuven, with Alain Decrop, 2003-2005.
Persuasion, University of Paris 2-Panthéon Assas, with Christian Derbaix and Pierre Gregory,
2003-2006.
Consumer Behavior, Louvain School of Management, doctoral program, with Christian Derbaix,
2005-2006
Languages
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French : mother tongue
English : good writing, reading and conversational skills
Dutch: passive knowledge, good reading skills
Contact information
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Uniiversity : FUCaM – Chaussée de Binche, 151 – 7000 Mons (Belgium). Phone : +32 65 323
414 ; email : [email protected]
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Private : Rue Henri Neuman, 18 – 7090 Braine-le-Comte (Belgium).
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