department: Marketing
Campus de Cergy
Consumer Behavior

Gilles Laurent is Research Fellow at ESSEC Business School. 

From his Ph.D. graduation in 1978 until his retirement in 2012, he was Assistant Professor, then Associate Professor, then Professor at HEC Paris. He was awarded in 2020 the title of Distinguished Emeritus Professor of Marketing by HEC Paris.

He graduated from HEC Grande École (1970) and holds an SM (1976) and a Ph.D. (1978) from Massachusetts Institute of Technology.

His research focuses on Consumer Behavior, applying statistics to the analysis of marketing data. His current research analyzes how consumers read and encode prices. He also investigates senior consumers, in terms of brand loyalty, attitude certainty, and the ability to handle complex in-store computations. Another topic of interest is luxury, from the consumer’s viewpoint.

He has published articles in Management Science, Journal of Marketing Research, International Journal of Research in Marketing, Journal of Marketing, Journal of Consumer Research, Marketing Science, Journal of the Academy of Marketing Science, Marketing Letters, and other journals. He has co-written three books.

He was Editor-in-Chief of the International Journal of Research in Marketing (1987-1989), and served as guest editor for special issues of that journal, Marketing Letters, and Recherche et Applications en Marketing. He was an Academic Trustee of the Marketing Science Institute (1996-2002), a Vice President Publications of the European Marketing Academy (1999-2005), and a Vice President of the French Marketing Association (1984-1986, 2006-2008).

He organized at HEC Paris several international conferences, including the Marketing Science Conference (1987) and the Invitational Choice Symposium (1998). In both cases, it was the first time they were organized outside North America. At HEC Paris, he has served as Associate Dean for the Ph.D. Program (1989-1991), as Associate Dean for Research (1993-1998), and as a member of the scientific committee of the Doctoral Program (1985-2007). He held the Carrefour Chair (2001-2006)

He received from the European Marketing Academy the title of EMAC Fellow (2002) and the EMAC Distinguished Marketing Scholar Award (2012). He served as Dean of EMAC Fellows (2010-2013). He received the Prix de la Fondation Jours de France (1983, with J.N. Kapferer) and was a member of the “Collège scientifique du Conseil pour me Développement des Humanités et des Science sociales » at the Ministère de l’Enseignement supérieur et de la Recherche (2009-2011). In 2020, he was awarded the title of Distinguished Emeritus Professor at HEC Paris.


  • 1978: Ph.D. in Management Science (Massachusetts Institute of Technology United States of America)
  • 1976: Master of Science, Operations Research (Massachusetts Institute of Technology United States of America)
  • 1970: Diplôme de la Grande Ecole, HEC Paris (HEC Paris France)
Full-time academic appointments
    • 2019 – Now : Research Fellow (ESSEC Business School France)
    • 2012 – 2019 : Distinguished Research Professor, INSEEC (INSEEC France)
    • 1985 – 2012 : Professor (HEC Paris France)
    • 1983 – 1984 : Associate Professor (HEC Paris France)
    • 1978 – 1982 : Assistant Professor (HEC Paris France)
Other Academic Appointments
    • 1993 – 1998 : Associate Dean for Research (HEC Paris France)
    • 1989 – 1991 : Associate Dean for the Ph.D. program, HEC Paqris (HEC Paris France)


  • 2020 : Distinguished Emeritus Professor, HEC Paris (France)
  • 2012 : EMAC Distinguished Marketing Scholar Award (Belgium)
  • 2010 : Dean of EMAC Fellows (Belgium)
  • 2002 : EMAC Fellow (Belgium)
  • 1996 : Academic Trustee, Marketing Science Institute (United States of America)
  • 1983 : Prix de la Fondation Jours de France 1983 (France)

Journal articles

Book chapters

Presentations at an Academic or Professional conference


  • 2020 – Now : Eye-Tracking for Research (ESSEC Business School France)

Supervision of dissertation

  • 2019 – Now : Tutoring a doctoral student