Claude Luce C. PECHEUX (1972) Present Position Associate

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Claude Luce C. PECHEUX (1972)
Present Position
 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
 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
 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
 “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
 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:
 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
 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
 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 ».
 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
 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)
 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)