Olivier Trendel
France
PhD program Director
Assistant Professor, Marketing
Areas of expertise
Consumer Behavior, Satisfaction des clients, Quantitative Survey Methods, Implicit Measures
Contact
+33 4 76 70 65 25 - Office F702
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Olivier Trendel -- Ph. D. Marketing (2006) from the University of Grenoble, M.S. Marketing (2000) from the University of Washington and Engineer (1997) from the INPG-EFPG -- is assistant professor of marketing at Grenoble Ecole de Management. Current areas of research are sponsorship effectiveness, learning of brand quality associations (for instance by conditionning) and development and utilization of implicit measures of beliefs and satisfaction. His research has been published in Recherche et Applications en Marketing and Advances in Consumer Research.
Courses Taught : Marketing Research, Quantitative marketing, Marketing Communication, Sponsorship
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Articles in Refeered Journals
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Efforts to distinguish the affective and cognitive bases of attitudes have so far been limited to explicit attitudes. Implicit attitudes are considered by most researchers to be only influenced by affective associations. In two experiments we use the Implicit Association Test to measure the cognitive basis of implicit attitude. We show that the cognitive basis of implicit attitude can improve the prediction of behavior even in cases when implicit attitude and the cognitive basis of explicit attitude have no predictive value. It seems thus important to further study the cognitive but also affective bases of implicit attitudes.
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Papers in Refereed Conference Proceedings
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Previous research demonstrated that unhealthy and tasty foods are spontaneously associated for American subjects (Raghunatan & al., 2006). There are significant differences in food perceptions between French and Americans (Rozin 1999, Fischler 2008), our objective is to verify if such differences impact the French implicit associations, taste evaluations and food consumption. Our first study demonstrates that the opposite intuition exists in France: healthy is spontaneously associated with tasty. Results indicate that level of dietary restraint and Body Mass Index (BMI) can potentially explain these differences. There was a weaker association between healthy and tasty foods for highly restrained eaters. Furthermore, we found a negative correlation with BMI indicates that the higher the BMI the weaker the implicit association between healthy and tasty. Our second study investigates how the “healthy = tasty” French intuition influences taste perceptions. Results of an experiment demonstrate that, in France, a neutral food when described as healthy is considered tastier, more pleasurable and of better quality than when it is described as unhealthy.
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Business leaders often use their face to strengthen the organizational brand. The objective of this research is to understand the impact of C-executives’ facial appearance (babyfacedness vs. maturefacedness) on purchase intention. We show that it is important for a company to match the face of the top executive delivering a message with the topic they articulate. Babyfaced executives should be favored when the topic concerns corporate social responsibility whereas maturefaced executives should be favored when the topic concerns technology or competitor orientation. Perceived benevolence, leadership or competence mediates these effects.
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Capelli X, Sabadie X.This research compares the impact of two attention-getting tactics in the context of the last french presidential election: humor versus fear appeals. Borrowing from the marketing communication literature, we propose a set of hypothesis within political communication and test them using a between-subject experiment. Concerning attitudes, results show a moderating effect of political partisanship. Humor should be favored over fear when the message targets undecided voters or supporters whereas fear should be favored when the message targets opponents. Finally, communication habits – previous use of the attention-getting tactic by the candidate – also moderate message effectiveness such as humor is more effective when it is seldom used by the candidate, whereas fear is more effective when it is used on a regular basis.
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Brand Management & Persuasion Theory
Quantitative Methods for Decision Making
Sales & Marketing Communication
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