Carolina O.C. Werle est Professeure Senior en Marketing à Grenoble École de Management depuis 2007. Elle dirige l’équipe de recherche en comportement du consommateur. Spécialiste en psychologie du consommateur, ses travaux portent sur les stratégies de changement comportemental visant à promouvoir le bien-être dans les domaines de l’alimentation, de l’activité physique et des décisions financières. Ses recherches explorent les processus psychologiques qui façonnent les choix quotidiens des consommateurs, en s’intéressant notamment à l’autocontrôle, aux croyances naïves, aux étiquetages alimentaires, et à l’efficacité des politiques publiques.
Elle a mené des recherches sur des interventions comportementales visant à améliorer les choix alimentaires, encourager l’activité physique et favoriser le remboursement des dettes. Elle a collaboré avec des institutions en France et en Europe — notamment la Commission européenne, l’Agence nationale de sécurité sanitaire de l’alimentation, de l’environnement et du travail (ANSES), l’Institut national du cancer (INCa), Santé Publique France, et l’Institut national de la santé et de la recherche médicale (INSERM) — pour évaluer et renforcer l’efficacité des campagnes de santé publique et des recommandations nutritionnelles.
De 2019 à 2023, elle a occupé la fonction de Directrice du Programme PhD en Business Administration à Grenoble École de Management.
Elle a publié plus de trente articles dans des revues académiques de renom telles que Journal of Consumer Research, Journal of Public Policy & Marketing, Journal of the Association for Consumer Research, Appetite ou Marketing Letters. Ses travaux ont également été relayés dans les médias généralistes, notamment The New York Times, The Huffington Post, Le Figaro, L’Express et The Conversation.
Carolina O.C. Werle est titulaire de deux Masters de l’Université de Grenoble : un en marketing quantitatif (2003) et un en recherche en marketing (2004). Elle a obtenu son doctorat en marketing en 2008 à l’Université de Grenoble, ainsi que son Habilitation à Diriger des Recherches (HDR) en 2014. Elle a été visiting scholar à Cornell University et à l’Université de Californie à Irvine.
Domaines d’expertise :
· Changement comportemental
· Comportements alimentaires et de santé
· Autocontrôle et croyances profanes
· Marketing et politiques publiques
· Prise de décision financière
· Méthodes expérimentales en marketing
- Comportement du consommateur
- Consommation de nourriture
- Design expérimental
- Efficacité des campagnes publicitaires de santé préventive
- Marketing social
- Prévention de l'obésité
- Basil D., Runte M., Werle C., Chernishenko J., 2026.Relation, exploitation, or Function? Developing a measurement scale and assessing perceptions of non-profit/business partnerships.NonProfit and Voluntary Sector Quarterly: Online firstThis research examines non-profit organizations’ (NPOs) attitudes and intentions for engaging in business partnerships for their first time. A randomly selected, nationally representative survey of NPOs in the USA (N = 533), Canada (N = 399), and France (N = 139) was conducted online. Scales were created to assess NPO perceptions along three dimensions: relational, avoiding exploitation, and functional. Scales created herein are shown to be a valid means of assessing partnership perceptions, and the research results replicated across these three developed countries. Results demonstrate that NPOs considering business partnerships for the first time are primarily seeking concrete, functional benefits. They approach business partnerships with optimism, expecting positive relationships with little fear of exploitation. This suggests an inclination to participate. It also suggests potential vulnerability at the hands of a stronger business partner.
- Verfay S., Werle C., 2025.How characters on packaging influence children’s choice of a healthy beverageAppetite, 208, April: 107925
- Pruski Yamim A., Werle C., 2025.Nutri-Score Label Influence on Food Purchase Intention Depends on Consumers’ Expectations of HealthinessAppetite, 207, 107870: 107870
- Werle C., Sirieix L., Pantin-Sohier G., 2024.Marketing and food consumption: Nurturing new possibilitiesRecherche et Applications en Marketing, 39, 3: 2–10
- Shaikh S., Pruski Yamim A., Werle C., 2024.Are all-encompassing better than one-trait sustainable labels? The influence of Eco-Score and organic labels on food perception and willingness to payAppetite, 203, December: 107670
- Werle C., Gauthier C., Pruski Yamim A., Bally F., 2024.How a food scanner app influences healthy food choiceAppetite, 200, September: 107571The use of mobile applications to assist with food decision making has increased significantly. Although food scanner applications provide nutritional information to consumers in the marketplace, little is known about their effects on users’ intentions and behavior. This research investigates whether a mobile food scanner app can influence consumers toward healthier food choices. Four studies tested whether information displayed through a food scanner app (as opposed to no information or front-of-packaging label information) influenced purchase intentions for food products (Studies 1-3) or led consumers to make healthier food choices (Study 4). Application-provided information enhanced hypothetical choice and purchase intentions of healthy products in comparison no information, but it did not influence real behavior when participants made choices in an experimental supermarket. Information provided through a food scanner app was systematically outperformed by front-of-packaging label information.
- Birau M., Werle C., 2024.Will watching the Olympic Games make you eat more?The Conversation: Online
- Werle C., Frison S., Pruski Yamim A., Moura M., 2024.Everyone has debt so I don’t need to pay: How high-debt descriptive norms influence debt payment intentions and behaviorAmerican Marketing Association Winter Conference, American Marketing Association, Etats-Unis
- Grimes J., Werle C., Pruski Yamim A., 2023.Comment le type d’alcool influence de facon biaisee l’evaluation des boissons alcoolisees et impacte les comportements a risqueJournée du Marketing AgroAlimentaire, AFM Association Française de Marketing, Montpellier, FranceThis research investigates a bias related to alcohol type, whereby consumers perceive soft alcohol (e.g., beer and wine) as less intoxicating and risky than hard alcohol (e.g., vodka or whiskey) even when alcohol content is constant. Eight studies show downstream consequences of this bias: consumers report higher purchase intentions and consumption of soft alcohol, higher alcohol consumption before driving and are willing to drive longer distances after drinking soft (vs. hard) alcohol. We demonstrate two mechanisms behind this effect: 1) stigma associated with hard alcohol (e.g., association with heavy drinkers), and 2) estimates of consumption time (hard alcohol can be drunk faster). To address this bias, we propose a FOP label that construes the amount of alcohol in soft alcohol to the equivalent amount in hard alcohol (e.g., vodka shots), thereby evoking higher intoxication and risk perceptions when assessing a soft alcohol.
- Shaikh S., Pruski Yamim A., Werle C., 2023.Veggie? give me more! how protein type influences food consumptionACR 2023 Conference, Association for Consumer Research, Seattle, Etats-Unis