Pierre Chandon

The L'Oréal Chaired Professor of Marketing - Innovation and Creativity

Director, INSEAD Sorbonne Université Behavioral Lab


Epicurean Nudging, Happier to Spend More on Less Food (TEDxINSEAD)

And here's a link to the transcript of my TEDxINSEAD talk.

Epicurean eater scale (test du mangeur épicurien)

Blog posts about food marketing and overeating

Blogs en Français

Blogs and articles about case writing

 
 

Publications

Peer-reviewed journals

Book chapters

Applied journals

Peer-reviewed journals

Cornil, Yann, Hilke Plassmann, Judith Aron-Wisnewsky, Christine Poitou-Bernet, Karine Clément, Michèle Chabert, and Pierre Chandon (2021), "Obesity and Responsiveness to Food Marketing Before and After Bariatric Surgery," Journal of Consumer Psychology, forthcoming. Download paper here.

Dubois, Pierre, Paulo Albuquerque, Olivier Allais, Céline Bonnet, Patrice Bertail, Pierre Combris, Saadi Lahlou, Natalie Rigal, Bernard Ruffieux, and Pierre Chandon (2021), "Effects of Front-of-pack Labels on the Nutritional Quality of Supermarket Food Purchases: Evidence from a Large-Scale Randomized Controlled Trial," Journal of the Academy of Marketing Science, 49,119-137. Open access.

Schwartz, Camille, Christine Lange, Celia Hachefa, Yann Cornil, Sophie Nicklaus, and Pierre Chandon (2020), "Effects of snack portion size on anticipated and experienced hunger, eating enjoyment, and perceived healthiness among children," International Journal of Behavioral Nutrition and Physical Activity, 17 (1), 70. Open access.

Lange, Christine, Camille Schwartz, Célia Hachefa, Yann Cornil, Sophie Nicklaus, and Pierre Chandon (2020), “Portion size selection in children: Effect of sensory imagery for snacks varying in energy density,” Appetite, 150 (July). Download here.

Cadario, Romain and Pierre Chandon (2020), "Which Healthy Eating Nudges Work Best? A Meta-Analysis of Field Experiments," Marketing Science, 39 (3): 465-486. Download paper here and supplemental materials here.

Cadario, Romain and Pierre Chandon (2019), "Effectiveness or Consumer Acceptance? Tradeoffs in Selecting Healthy Eating Nudges," Food Policy, 85 (May), 1-6. Download here

André, Quentin, Pierre Chandon, and Kelly L. Haws (2019), "Healthy through Presence or Absence, Nature or Science? A Framework for Understanding Front-of-Package Food Claims," Journal of Public Policy & Marketing, 38, 172-191. Download here.

Cornil, Yann, Pierre Chandon, and Nouha Touati (2018), "Plaisir épicurien, plaisir viscéral et préférence de tailles de portions alimentaires," Cahiers de Nutrition et de Diététique, 53 (2), 77-85. Download here.

Cornil, Yann, Pierre Chandon, and Krishna Aradhna (2017), "Does Red Bull Give Wings to Vodka? Placebo Effects of Marketing Labels on Perceived Intoxication and Risky Attitudes and Behaviors," Journal of Consumer Psychology, 27 (4), 456-65. Download here.

Chandon, Pierre and Nailya Ordabayeva (2017), “The Accuracy of Less: Natural Bounds Explain Why Quantity Decreases Are Estimated More Accurately than Quantity Increases." Journal of Experimental Psychology: General, 146 (2), 250-68. Download full paper with supplements here.

Cornil, Yann and Pierre Chandon (2016), "Pleasure as a Substitute for Size: How Multisensory Imagery Can Make People Happier with Smaller Food Portions." Journal of Marketing Research, 53 (5), 847-64. Download here. Supplementary material here.

Cornil, Yann and Pierre Chandon (2016), "Pleasure as an Ally of Healthy Eating? Contrasting Visceral and Epicurean Eating Pleasure and Their Association with Portion Size Preferences and Wellbeing," Appetite, 104, 52-59. Download here.

Ordabayeva, Nailya and Pierre Chandon (2016), "In the Eye of the Beholder: Visual Biases in Package and Portion Size Perceptions ". Appetite, 103 450-57. Download here.

Chandon, Pierre and Quentin André (2015), "Les effets du marketing sur les comportements alimentaires," Cahiers de Nutrition et de Diététique, 50 (6, Supplement 1), 6S69-6S74. Download here.

Mohan, Bhavya, Pierre Chandon, and Jason Riis (2015), "Percentage Cost Discounts Always Beat Percentage Benefit Bonuses: Helping Consumers Evaluate Nominally Equivalent Percentage Changes," Journal of Marketing Behavior, 1 (1), 75-107. Download here.

Wansink, Brian and Pierre Chandon (2014), “Slim by Design: Redirecting the Accidental Drivers of Mindless Overeating,” Journal of Consumer Psychology, 24 (3), 413-31. Download here.

Wansink, Brian and Pierre Chandon (2014), “Slim by Design or by Willpower? Replies to Herman and Polivy and to Roberto, Pomeranz, and Fisher,” Journal of Consumer Psychology, 24 (3), 446–51. Download here.

Askegaard, Søren, Nailya Ordabayeva, Pierre Chandon, Tracy Cheung, Zuzana Chytkova, Yann Cornil, Canan Corus, Julie A. Edell, Daniele Mathras, Astrid Franziska Junghans, Dorthe Brogaard Kristensen, Ilona Mikkonen, Elizabeth G. Miller, Nada Sayarh, and Carolina Werle (2014), "Moralities in food and health research," Journal of Marketing Management, 1-33. Download here.

Cornil, Yann, Nailya Ordabayeva, Ulrike Kaiser, Bernd Weber, and Pierre Chandon (2014), “The Acuity of Vice: Attitude Ambivalence Improves Visual Sensitivity to Increasing Portion Sizes.” Journal of Consumer Psychology, 24 (2), 177-87. Download here.

Vadiveloo, Maya, Vicki Morwitz, and Pierre Chandon (2013), “The Interplay of Health Claims and Taste Importance on Food Consumption and Self-Reported Satiety.” Appetite, 71 (1), 349-56. Download here.

Cornil, Yann and Pierre Chandon (2013) “From Fan to Fat? Vicarious Losing Increases Unhealthy Eating but Self-Affirmation is an Effective Remedy.” Psychological Science, 24 (10), 1936-46. Download here.

Ordabayeva, Nailya and Pierre Chandon (2013) “Predicting and Managing Consumers’ Package Size Impressions.” Journal of Marketing, 77 (5), 123-37. Download paper here. Download the Excel Macro to compute optimal package dimensions here.

Chandon, Pierre (2013), "How Package Design and Packaged-based Marketing Claims Lead to Overeating," Applied Economic Perspectives and Policy, 35 (1), 7-31. Download here.

Chandon, Pierre and Brian Wansink (2012), “Does Food Marketing Need to Make us Fat? A Review and Solutions,” Nutrition Reviews, 70 (10), 571-593. Lead article. Download here. Download SSRN version with links to win-win marketing actions here.

Chandon, Pierre and Brian Wansink (2011), “Is Food Marketing Making us Fat? A Multidisciplinary Review,” Foundations and Trends in Marketing, 5 (3), 113-196. Download here.

Chandon, Pierre, Ronn J. Smith, Vicki G. Morwitz, Eric R. Spangenberg, and David E. Sprott (2011), “When Does the Past Repeat Itself? The Interplay of Behavior Prediction and Personal Norms,” Journal of Consumer Research, 38 (3), 420-430. Download here.

Ordabayeva, Nailya and Pierre Chandon (2011) “Getting Ahead of the Joneses: When Equality Increases Conspicuous Consumption among Bottom-Tier Consumers,” Journal of Consumer Research, 38 (1), 27-41. Download here.

Chandon, Pierre (2010), “Calories perçues: l'impact du marketing,” Cahiers de Nutrition et de Diététique, 45 (4), 174–79. Download here.

Chandon, Pierre and Nailya Ordabayeva (2009), “Supersize in one Dimension, Downsize in Three Dimensions: Effects of Spatial Dimensionality on Size Perceptions and Preferences,” Journal of Marketing Research, 46 (6), 739–53. Download here.

Chandon, Pierre, J. Wesley Hutchinson, Eric T. Bradlow, and Scott Young (2009), “Does In-Store Marketing Work? Effects of the Number and Position of Shelf Facings on Brand Attention and Evaluation at the Point of Purchase,” Journal of Marketing, 73 (6), 1-17, with Web Appendix. Download here.

Wansink, Brian, Collin R. Payne, and Pierre Chandon (2007), “Internal and External Cues of Meal Cessation: The French Paradox Redux?,” Obesity, 15 (12), 2920-24. Download here.

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, 34 (October), 301-14. Download here.

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, 44 (1), 84-99. Download here.

Wansink, Brian and Pierre Chandon (2006), “Can ‘Low Fat’ Nutrition Labels Lead to Obesity?,” Journal of Marketing Research, 43 (4), 605-17. Download here.

Chandon, Pierre and Brian Wansink (2006), “How Biased Household Inventory Estimates Distort Shopping and Storage Decisions,” Journal of Marketing, 70 (4), 118-35. Download here.

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. Download here.

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. Download here.

Chandon, Pierre and Brian Wansink (2002), “When Are Stockpiled Products Consumed Faster? A Convenience—Salience Framework of Postpurchase Consumption Incidence and Quantity,” Journal of Marketing Research, 39 (3), 321-35. Download here.

Chandon, Pierre, Brian Wansink, and Gilles Laurent (2000), “A Benefit Congruency Framework of Sales Promotion Effectiveness,” Journal of Marketing, 64 (October), 65-81. Download here.

Chandon, Pierre (1995) “Consumer Research on Sales Promotions: A State-of-the-art Literature Review,” Journal of Marketing Management, 11 (5), 419-441. Download here.

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

Cadario, Romain and Pierre Chandon (2021), "Developing Effective Healthy Eating Nudges," in Behavioral Science in the Wild, ed. Dilip Soman and Nina Mazar: University of Toronto Press. Download here.

Chandon, Pierre, Yann Cornil, Célia Hachefa, Christine Lange, Sophie Nicklaus, and Camille Schwartz (2020), "L’imagerie sensorielle : Un nudge pour inciter les enfants à mieux manger à l’heure du goûter," in Guide de l’Économie Comportementale 2020, ed. Eric Singler: Labrador, 176-84. Download here.

Chandon, Pierre (2019), "Classification, perceptions et réalité en marketing alimentaire : le cas des mentions sur les emballages," in Guide de l’Économie Comportementale 2019, Eric Singler, Ed.: Labrador, 145-52. Download here.

Cadario, Romain and Pierre Chandon (2019), "Parle à ma main plutôt qu’à ma tête : l’efficacité des nudges pour encourager une alimentation saine," in Guide de l’Économie Comportementale 2019, Eric Singler, Ed.: Labrador, 231-42. Download here.

Chandon, Pierre (2018), "What is the best strategy to employ when conducting healthy food marketing?," in Mapping Out Marketing: Navigation Lessons from the Ivory Trenches, ed. Jennifer Swartz, Catherine Mary Lamberton and Ronald Paul Hill.

Chandon, Pierre and Nailya Ordabayeva (2017), "Judging the Size of Food Portions and Packages: Errors and Remedies," in Reference Module in Food Science: Elsevier. Download here.

Ordabayeva, N., & Chandon, P. (2017). Drivers, Consequences, and Remedies of Biased Size Perceptions in Marketing. In M. Solomon & T. M. Lowrey (Eds.), The Routledge Companion to Consumer Behavior. London: Routledge. Download here.

Chandon, Pierre (2011), "Effects of Nutrition Information and Health Claims on Consumption," in Consumer Insights: Findings from Behavioral Research, ed. Joseph W. Alba: Marketing Science Institute. Abstract available here.

Chandon, Pierre (2011), "Effects of Portion/Package Size and Shape on Consumption," in Consumer Insights: Findings from Behavioral Research, ed. Joseph W. Alba: Marketing Science Institute. Abstract available here.

Chandon, Pierre (2011), "Calories réelles, calories perçues," in Médecine et chirurgie de l’obésité, ed. Arnaud Basdevant, Paris: Lavoisier.

Chandon, Pierre and Fabrice Etilé (2010), "Analyse des comportements de consommation alimentaire : l’apport du marketing et des sciences économiques," in Les comportements alimentaires. Quels en sont les déterminants ? Quelles actions, pour quels effets ?, ed. Patrick Etiévant, France Bellisle, Jean Dallongeville, Fabrice Etilé, Elisabeth Guichard, Martine Padilla and Monique Romon-Rousseaux, Paris: Expertise scientifique collective, INRA, 115-26. Download here.

Chandon, Pierre and Fabrice Etilé (2010), "Comportements alimentaires et politiques de santé nutritionnelle," in Les comportements alimentaires. Quels en sont les déterminants ? Quelles actions, pour quels effets ?, ed. Patrick Etiévant, France Bellisle, Jean Dallongeville, Fabrice Etilé, Elisabeth Guichard, Martine Padilla and Monique Romon-Rousseaux, Paris: Expertise scientifique collective, INRA, 187-200. Download here.

Chernev, Alexander and Pierre Chandon (2010), “Calorie Estimation Biases in Consumer Choice,” in Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge, Rajeev Batra, Punam A. Keller and Victor J. Strecher, Eds. Armonk, N.Y.: M.E.Sharpe. Download here. Featured here.

Chandon, Pierre (2009), “Estimating Food Quantity: Biases and Remedies,” in Sensory Marketing: Research on the Sensuality of Products, Aradhna Krishna, Ed.: Taylor and Francis, 323-42. Download here.

Chandon, Pierre, J. Wesley Hutchinson, Eric T. Bradlow, and Scott Young (2007), “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, 225-58. Download here.

Applied journals

Chandon, Pierre (2021) “Aligning Health, Business and Pleasure Through Epicurean Food Marketing,” Impact at JMR, (August 8). Download here

Chandon, Pierre (2020), "Le plaisir, allié ou ennemi d’une alimentation favorable à la santé ? Objectif Alimentation, n°5. Download here

Chandon, Pierre (2020), "Epicurean Food Marketing: Aligning business and health by making eaters happier to spend more for less food," Sight and Life, 34 (1), 18-24. Download here.

Chandon, Pierre, Quentin André, and Kelly Haws (2020), "Four Ways Foods Claim to Be ‘Healthy’: Front-of-package claims can influence perceptions," Sight and Life, 34 (1), 40-44. Download here.

Chandon, Pierre and Roland Jouvent (2017), "Plaisirs sensoriels et pleine conscience, les alliés d’une alimentation plus saine," So What? Chaire Unesco Policy Brief, 6 (Novembre), 1-4. Download here.

Chandon, Pierre, Nailya Ordabayeva, and Nouha Touati (2017), "Les biais de perception des tailles de portion " Pratiques en Nutrition, 52, Octobre-Novembre, 41-46. Download here.

Chandon, Pierre (2017) “Marketing : Les consommateurs ne voient pas les portions telles qu’elles sont”, Harvard Business Review France, Juin-Juillet, p.16.

Chandon, Pierre (2014), "Marketing of Foods: Opportunities for Fruits & Vegetables," The IFAVA Scientific Newsletter, 92 (September), 1.Chandon, Pierre (2013), “Les biais de perception de la taille des portions ; effets du packaging et du halo santé," Nutripratique, 27 (Mars), 65-70.

Ordabayeva, Nailya and Pierre Chandon (2012), "When Spending Hurts," European Business Review, July, 41-43. Download here.

Smith, Ronn J., Pierre Chandon, Vicki G. Morwitz, Eric R. Spangenberg, and David E. Sprott (2012), “How to Help People Change Their Habits: Asking about Their Plans,” Yale Economic Review, 8 (1), 15-18.

Chandon, Pierre (2011) “Calorie perçues, calories réelles : l’impact du marketing,” Symbiose, 2 (Octobre), 22-23. Download here.

Chandon, Pierre, J. Wesley Hutchinson, Eric T. Bradlow, and Scott H. Young (2009), “In-Store Marketing Works: Effects of the Number and Position of Shelf Facings on Brand Attention and Evaluation,” Journal of Retail Analytics, 5 (4), 40-42.

Chandon, Pierre, Vicki G. Morwitz, and Werner Reinartz (2005), “Intentions Don't Always Predict Buying Behavior,” Marketing News, 39 (6), 34-33.

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. Download here. Reprinted with commentaries in the Journal of Generic Medicines, 1 (4), 353-361.

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, Brian Wansink and Gilles Laurent (1999) “Hedonic and Utilitarian Consumer Benefits of Sales Promotions”, Marketing Science Institute Report No. 99-109.

Chandon, Pierre and Gilles Laurent (1997) “Les effets de la promotion des ventes”, Hommes et Commerce, n° 259, mai 1997, pp. 22-24.

Gilles Laurent 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, in Les Etudes du Groupe HEC, 90 pages. Download here.

The end.

In English

Healthier Lives: Impact Through Collaboration, webinar with the CEOs of Danone, Nestlé, Royal Dutch Ahold, and others available here. Download PPT presentation here

Live Interview on Singapore Channel NewsAsia

INSEAD 2017: presentation to the entire INSEAD community. Download PPT presentation here.

- How Food Marketing Makes us Fat... and What we Can Do About It.

OMNISHOPPER 2015 International Conference

- Understanding In-Store Package Size Perception and Preferences. Download here.

NYU School of Medicine, Department of Population Health. September 2015. Download here.

- Pleasure, Size, and Marketing: Understanding and Influencing Portion Size Perception and Preferences

AgrosParisTech, Paris, December 2013. View video and slides here.

- Targeting food reward as a strategy to promote healthy foods and eating behaviors.

Obesity Week, Atlanta November 2013. Download here.

- Industry Use of Food Packaging to Influence Intake

Association for Consumer Research, Chicago IL, October 2013. Download here.

- From Fan to Fat? Vicarious Losing Increases Unhealthy Eating but Self-Affirmation is an Effective Remedy.

Warwick University, Behavioral Science Group, UK, May 2013 Download here.

- How Packaging Makes us Fat: Volume Estimation Heuristics and Size Preferences.

Harvard School of Public Health, Boston MA, March 2012. Click here for video and slides.

En Français

Journée Annuelle Benjamin Delessert, Paris 2019.

- Plaisir épicurien, plaisir viscéral et tailles des portions. Télécharger la présentation ici et un article ici.

Journées francophones de nutrition, Nantes 2017.

- Comment le plaisir sensoriel influence notre alimentation.

Les conférences de l'INSEAD, Fontainebleau, 2017.

- Notre alimentation sous influence Peut-on concilier santé, plaisir et marketing? Vidéo disponible ici.

Chaire UNESCO Montpellier, Février 2017.

Le plaisir sensoriel comme allié d'une alimentation plus saine Pierre CHANDON Se nourrir de plaisirs 2017 from Chaire Unesco Alimentations on Vimeo.

Université d'été GS1, August 2014. Téléchargez ici.

- Etiquette réelle, étiquette perçue.

Best in Pack, February 2013, Paris. Téléchargez ici.

- Les biais de perception de la taille des portions: Effets du Packaging et du Halo Santé.

Fonds Français Alimentation Santé, December 2012, Paris, France. Pour la vidéo et la présentation, cliquez ici et allez sur "Processus, décision, perception" (en haut) et puis "Design des Emballages".

- Les biais de perception créés par le design des emballages alimentaires. Vous pouvez également visionner cette interview:

Videos

Reality TV experiment based on my research with Yann Cornil on the slippery slope from fan to fat.

And here is an interview of me discussing this study

What role the industry should play

INSEAD Knowledge videos

Below, I discuss how food marketing affects how people eat:

Below, I discuss how marketers can moderate food portions without losing business

Below I discuss with my INSEAD colleagues Jean-Claude Larréché, Reinhard Angelmar, and Christian Pinson, why four of our cases are among the 10 most-read cases of the past 40 years according to the Case Centre.

IFrame

Case Writing

I am INSEAD's number one case writer and one of the casecenter's best-selling authors. In 2016, I received the Outstanding Contribution to the Case Method Award from the CaseCentre and in 2018 I won the Outstanding Case Teacher Competition. My case, Unilever in Brazil, is the 8th highest-selling case distributed by the casecenter in the past 40 years, and is by far the most recent in the top 10. I have won the casecenter case award six times (four times overall winner, twice the marketing award).

Here are my views on case writing

And here are some articles in Connect, the magazine of the case center, for which I was interviewed

In this interview with my INSEAD colleagues Jean-Claude Larréché, Reinhard Angelmar, and Christian Pinson, why four of our cases are among the 10 most-read cases of the past 40 years according to the Case Centre. See also the related INSEAD Knowledge article.

Cases

Almost all my cases have a dedicate case web site where anyone can download an inspection copy, view videos or television commercials. These sites also have a password-protected section restricted to instructors. To view these restricted sections, identify yourself as an educator here and access these cases from INSEAD's new case portal . Alternatively, you can access these cases from Harvard Business Publishing or the CaseCentre.

You can find other INSEAD cases with dedicated web site on INSEAD's new case portal cases.insead.edu.

  • Candy Crush? Aligning Health, Business, and Pleasure in the Chocolate Industry

Chocolate candy manufacturers are targeted by governments and health activists because of their high sugar content and threatened by competition from healthier bars and snacks. How they respond can significantly impact public health and business performance, as well as the everyday experience of eating treats. Can health, business, and pleasure ever align in the chocolate industry? Third prize, Oikos Corporate Sustainability case competition. Written with Laura Heely © INSEAD 2018. Third prize, Oikos Corporate Sustainability case competition. Case website: https://cases.insead.edu/candy-crush

  • Can 3G Capital Make Burger King Cool Again? Brand Building under Zero-Based Budgeting

Capstone case encompassing all aspects of Burger King's brand marketing (identity decoding, positioning, design, advertising, social media and PR), the 2017 Cannes Lion "Marketer of the Year". Written with Laura Heely and Fernando Machado (CMO of Burger King) © INSEAD 2018. Case website: https://cases.insead.edu/burger-king

  • The Carrot Rewards Wellness App: Innovating in the Behavior Change Market

Serial social entrepreneur Andreas Souvaliotis is looking at new ways to achieve his lifelong mission to improve health and wellness by nudging people to move more and learn about health. How can he do this in the ultra competitive App market, at a profit? Written with Shilaan Alzahawi. © INSEAD 2018. Winner, EFMD Case Writing Competition (Entrepreneurship category). Case website: https://cases.insead.edu/carrot-rewards/

  • Who’s #1: INSEAD, Harvard, Wharton, LBS? (A & B)

Multimedia case study with survey data and code to conduct market research, with Joerg Niessing © INSEAD 2017. Winner, 2018 AFM-CCMP best marketing case award. Also available in French. Case website: https://cases.insead.edu/who-is-number-one

  • L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai

Multimedia case study with video interviews and teaching note, with Haiyang Yang © INSEAD 2013. Also available in Chinese and French. Overall winner, global CaseCentre case award. Case website: http://cases.insead.edu/loreal-china

  • Renova Toilet Paper: Avant-Garde Marketing in a Commoditized Category

Multimedia case study and teaching note, written in collaboration with Raquel Seabra de Sousa, Yakov Bart, and Steven Sweldens, © INSEAD 2010. Also available in Spanish and Portuguese. Overall winner, global CaseCentre case award. Case web site: http://cases.insead.edu/renova

  • Unilever in Brazil (1997-2007): Marketing Strategies for Low-Income Consumers

Case study written in collaboration with Pedro Pacheco Guimaraes, © INSEAD 2007. Adapted in Portuguese. Overall winner, global CaseCentre case award. Case web site: http://cases.insead.edu/unilever

  • Parfums Cacharel de L’Oréal 1997-2007: Revitalizing a Classic Brand

    Written with Klaus Wertenbroch, © INSEAD 2007-2013. Case web site: http://cases.insead.edu/cacharel/

  • Diesel For Successful Living: Strategies for Upward Brand Extension in the Fashion Industry

    Case, teaching written in collaboration with Vadim Grigorian, © INSEAD 2006. Overall winner, global CaseCentre case award. Case web site: http://cases.insead.edu/diesel

  • Note on Brand Audit: How to Measure Brand Awareness, Brand Image, Brand Equity and Brand Value

Pedagogical Note, © INSEAD 2004. Download here.

Case and teaching note written in collaboration with Olivier Kovarski, Jacques Lendrevie, Sarah Spargo, and Marc Vanhuele © INSEAD 2007.

  • Russian Standard: Growing a Global Megabrand Across Cultures and Product Categories

Case and teaching note written with Vadim Grigorian, © INSEAD 2007.

Research awards

2021 Professor honoris causa and Amity Excellence Award for Outstanding Contribution in the Field of Marketing. Awarded by Amity Business School, Amity University, India.

2020 Ranked in the top 2% of scientists in Marketing according to Stanford study.

2019 Professor honoris causa, Universidad del Pacifico, Lima, Peru.

2016 Winner Outstanding Contribution to the Case Method, awarded by the CaseCentre.

2015 La Londe Conference: Best Paper award for "Pleasure as a Substitute for Size: How Multisensory Imagery Can Make People Happier with Smaller Food Portions," (with Yann Cornil).

2014 Journal of Consumer Research best article award, for “Getting Ahead of the Joneses: When Equality Increases Conspicuous Consumption among Bottom-Tier Consumers”, which appeared in the June 2011 issue (co-authored with Nailya Ordabayeva). Download here.

2014 Institut Benjamin Delessert, Prix projet de recherche (with Yann Cornil).

2012 O’Dell award for the Journal of Marketing Research article that has made the most significant, long-term contribution to marketing theory, methodology, and/or practice (“Is Obesity Caused by Calorie Underestimation?" Download here).

2010 Journal of Consumer Research best article award for “The Biasing Health Halos of Fast Food Restaurant Health Claims: Lower Calorie Estimates and Higher Side-Dish Consumption Intentions” which appeared in 2007 (with Brian Wansink).Download here.

Twice finalist for the Marketing Science Institute/H. Paul Root Award for the best paper published in the Journal of Marketing ("Does In-Store Marketing Work?" download here and "Do Intentions Really Predict Behavior?" download here).

Stellner Distinguished Scholar Award, University of Illinois at Urbana-Champaign.

Member of the editorial review boards of Journal of Consumer Research (2007-present, Associate Editor: 2009-2011), Journal of Marketing (2005-2009 and 2011-present), Journal of Marketing Research (2014-present), Journal of Consumer Psychology (2012-present), Appetite (2017-present), International Journal of Research in Marketing (2006-2009), and Recherche et Applications en Marketing (2001-present). Member of the Policy Board of Journal of the Association for Consumer Research.

HEC best PhD. dissertation award.

Teaching awards

MBA Elective Outstanding Teacher Award (among top three professors, every year).

#8 bestselling case author (out of 8,000) in 2016/2017 by the CaseCentre.

Winner, best MBA elective course teacher (July 2018, Fontainebleau).

Outstanding Case Teacher Award, the CaseCentre (2018).

Dominique Héau Award for Inspiring Education Excellence at INSEAD (2017).

Deans’ Commendation Award for MBA Teaching Excellence (received every year since its inception).

Case writing awards

Two cases included in the Case Centre’s Classic 2020 case collection: Unilever in Brazil and Renova paper.

Four times overall winner of the Global ecch case award:

  • "L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai”. Access the case website here.
  • "Renova Toilet Paper: Avant-Garde Marketing in a Commoditized Category". Access the case website here.
  • "Unilever in Brazil: Marketing Strategies for Low-Income Consumers". Access the case website here.
  • "Diesel for Successful Living: Branding Strategies for an Up-market Line Extension in the Fashion Industry".

Twice winner of the Global ecch case award, marketing category:

  • "Unilever in Brazil: Marketing Strategies for Low-Income Consumers". Access the case website here.
  • "Diesel for Successful Living: Branding Strategies for an Up-market Line Extension in the Fashion Industry".

Winner, AFM-CCMP best marketing case

  • “L’Oréal in China” (2014). Access the case here.
  • “Who’s #1? INSEAD, Harvard, Wharton, LBS” (2018). Access the case here.

EFMD Case Writing Competition:

  • 2019: Winner, Entrepreneurship category for "The Carrot Rewards Wellness App: Innovating in the Behavior Change Market". Access the case here.
  • 2005: Winner for “Unilever in Brazil: Marketing Strategies for Low-Income Consumers”.

Oikos Corporate Sustainability

  • Third prize for “Candy Crush? Aligning Health, Business, and Pleasure in the Chocolate Industry”. Access the press release here. Access the case here.

To access Pierre Chandon's Curriculum Vitae click here.

PhD students

Quentin André (2013-2018)

  • Google Scholar page here.
  • Joined Rotterdam School of Management, Erasmus University (The Netherland).
  • Studies consumer financial decision making, creator two open-course software
    • DistributionBuilder, a Javascript library to add distribution builders to online and offline experiments.
    • PyProcessMacro, a Python implementation of Andrew F. Hayes' Process Macro for the estimation of conditional processes.

Yann Cornil (2009-2014)

  • Google Scholar page here.
  • Received a tenure-track job offer in 2014 from all the schools that he visited in Asia, Europe, and North America (including three schools in the top 10 UT Dallas research ranking for publications in marketing journals).
  • His dissertation won the 2014 ACR/Sheth Foundation Dissertation Grant Competition and a research grant from the Institut Benjamin Delessert.
    • Cornil, Yann and Pierre Chandon (2016), "Pleasure as a Substitute for Size: How Multisensory Imagery Can Make People Happier with Smaller Food Portions." Journal of Marketing Research, 53 (5), 847-64. Download here. Supplementary material here.

Nailya Ordabayeva (2006-2010)

  • Google Scholar page here.
  • Started at Rotterdam School of Management, Erasmus University (The Netherland).
  • Currently Assistant Professor of Marketing at Boston College (US).
  • Her dissertation won the 2014 Journal of Consumer Research best article award.
    • Ordabayeva, Nailya and Pierre Chandon (2011) “Getting Ahead of the Joneses: When Equality Increases Conspicuous Consumption among Bottom-Tier Consumers,” Journal of Consumer Research, 38 (1), 27-41. Download here.

Contact

Pierre Chandon
Professor of Marketing

INSEAD Europe Campus
Boulevard de Constance
77300, Fontainebleau France

Tel: +33 (0)1 60 72 49 87
Fax: +33 (0)1 60 74 61 84
E-mail: [email protected]

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