La Londe Conference 2017


La Londe Conference 2017 Photo Gallery

Conference Keynote Speaker Thomas Gilovich (Cornell University, USA)

2017 Conference Organisor Dwight Merunka (IAE Aix-Marseille)
and Co-chairs Tina Lowry (HEC, Paris, France) and Mario Pandelaere (Virginia Tech, USA, Ghent University, Belgium)

Our 70 participants form all over the world

2017 Conference Best Paper : Lei Su from Hong Kong Baptist University

La Londe Conference unforgettable location on the French Riviera

Past La Londe Conference ARCHIVES (Marketing Communications and Consumer behavior)

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Professor Tina M. Lowrey
HEC Paris

Tina M. Lowrey is Professor of Marketing at HEC Paris. She holds a Ph.D. in Communications and an M.S. in Advertising from the University of Illinois at Urbana-Champaign, and a B.B.A. in Finance from the University of Houston. She was previously a faculty member at the University of Texas at San Antonio and at Rider University. She has also taught at the Wharton School at the University of Pennsylvania and has held visiting professor positions at the NYU Stern School of Business, Tulane University, ESCP and University of Sydney. Her research interests include children's understanding of brand symbolism, gift giving and ritual, and the application of psycholinguistic theory to marketing communications. Her research has appeared in numerous journals, including Journal of Consumer Research , Journal of Consumer Psychology , and Journal of Advertising , as well as numerous edited volumes. She has edited three scholarly books, including the 2008 Brick & Mortar Shopping in the 21st Century (Erlbaum) and the 2007 Psycholinguistic Phenomena in Marketing Communications (Erlbaum). She serves on the editorial review boards of the Journal of Consumer Psychology , Journal of Advertising , and Media Psychology.
Professor Mario Pandelaere
Pamplin College of Business, Virginia Tech, USA

Mario Pandelaere is Associate Professor in Marketing at Virginia Tech and part-time Professor in Marketing at Ghent University, Belgium. He holds academic degrees in Business Engineering (M.Sc.), Statistics (M.Sc.) and Psychology (PhD.). His research interests include persuasion, judgment and decision making and materialism and conspicuous consumption. His work has been published in top-tier journals in Business and Psychology, including Journal of Consumer Research, Journal of Public Policy & Marketing, International Journal of Research in Marketing, Journal of Consumer Psychology, Journal of Experimental Social Psychology, Personality and Social Psychology Bulletin and Psychological Science. He has taught Public Relations, Persuasive Communication, Marketing Communication, Advertising, Advanced Research Methods, and currently teaches Marketing, Society and Public Interest (MKTG 4664). He serves on the editorial board of the Journal of Consumer Research and is a Senior Editor for the International Journal of Research in Marketing


Keynote Speaker

Professor Thomas Gilovich
Cornell UniversityUSA

Thomas Gilovich is the Irene Blecker Rosenfeld Professor of Psychology at Cornell University and co-director of the Cornell Center for Behavioral Economics and Decision Research.  He specializes in the study of everyday judgment and reasoning. In addition to his articles in scientific journals, Dr. Gilovich is the author of How We Know What Isn’t So (Free Press), Why Smart People Make Big Money Mistakes (Simon and Schuster, with Gary Belsky), Social Psychology (W.W. Norton, with Dacher Keltner, Serena Chen, and Richard Nisbett), and The Wisest One in the Room (The Free Press, with Lee Ross). 

Dr. Gilovich is a member of the American Academy of Arts and Sciences and a Fellow of the American Psychological Association, the Association for Psychological Science, the Society of Experimental Social Psychology, and the Society for Personality and Social Psychology.  He received his B.A. in Psychology in 1976 from the University of California at Santa Barbara and his PhD in Psychology in 1981 from Stanford University. 



Professor Dwight Merunka,
Aix-Marseille Graduate School of Management, Aix-Marseille University, France

Dwight Merunka is Professor of Marketing at Aix-Marseille Graduate School of Management (IAE Aix-Marseille) where he directed the doctoral program and the research center. Prior to his appointment in Aix en Provence, he was a Professor at Paris-Dauphine University. He taught at UT Austin and in various universities in Asia and Africa such as Renmin University, Jiao Tong University, University of Dakar, Abidjan or Cotonou. He holds an MBA from HEC Paris and a PhD from Aix-Marseille University. His work has appeared in journals such as International Journal of Research in Marketing, Journal of Business Ethics, Journal of the Academy of Marketing Science, Review of Marketing Research, AMS Review, JBR, Journal of Forecasting, or JPSSM. His research interests cover branding, brand management, consumer behavior and cross-cultural consumer research. He is the coordinator of the La Londe conference since 2001.




Søren Askegaard, University of Southern Denmark, Odense, Denmark
Rajeev Batra, University of Michigan at Ann Arbor, USA
Russell W. Belk, York University, Canada
Meg Campbell, University of Colorado Boulder, USA
Elizabeth Cowley, University of Sydney, Australia
Siegfried Dewitte, Katholieke Universiteit Leuven, Belgium
Curtis P. Haugtvedt, Ohio State University, USA
Wayne D. Hoyer, The University of Texas at Austin, USA
Chris A. Janiszewski, University of Florida, USA
Lynn R. Kahle, University of Oregon, USA
Michel Laroche, Concordia University, Montreal, Canada
Gilles Laurent, INSEEC, Paris, France
Richard J. Lutz, University of Florida, USA
Hans Mühlbacher, International University of Monaco
Robert A. Peterson, The University of Texas at Austin, USA
Rik Pieters, Tilburg University, The Netherlands
Don E. Schultz, Northwestern University, USA
L.J. Shrum, HEC Paris, France
M. Joseph Sirgy, Virginia Polytechnic Institute & State University, USA
Jan-Benedict Steenkamp, University of North Carolina at Chapel Hill, USA
Michel Tuan Pham, Columbia University, USA
Pierre Valette-Florence, University of Grenoble, France
Stijn M. J. van Osselaer, Cornell University, USA
W. Fred van Raaij, Tilburg University, The Netherlands
Luk Warlop, Katholieke Universiteit Leuven, Belgium and Norwegian Business School (BI), Norway
Judy Zaichkowsky, Simon Fraser University, Canada



Christina ANTHONY, The University of Sydney, Australia
Tamar AVNET, Yeshiva University, The United States of America
Barbara BRIERS, Vlerick Business School, Belgium
Oliver BÜTTNER, University of Duisburg-Essen, Germany
Elke CABOOTER, IESEG School of Management, France
Sophie CHAXEL, Virginia Tech, The United States of America
Gert CORNELISSEN, Universitat Pompeu Fabra, Spain
Yann CORNIL, UBC, Canada
Elizabeth COWLEY, The University of Sydney, Australia
Siegfried DEWITTE, KU Leuven, Belgium
Claudiu DIMOFTE, San Diego State University, The United States of America
Christilene DU PLESSIS, Erasmus University, The Netherlands
David DUBOIS, INSEAD, France
Jiska EELEN, Vrije Universiteit Marketing, The Netherlands
Martin EGGER, University of Vienna, Austria
Zachary ESTES, Bocconi University, Italy
Bob FENNIS, University of Groningen, The Netherlands
Peter Mathias FISCHER, University of St. Gallen, Switzerland
Arnd FLORACK, University of Vienna, Austria
Elena FUMAGALLI, Hec Paris, France
Maggie GEUENS, Ghent University, Belgium
Robert GOEDEGEBURE, Wageningen University, The Netherlands
Gerald GORN, Hong Kong Polytechnic University, Hong Kong
Caroline GOUKENS, Maastricht University, Belgium
Rhonda HADI, University of Oxford, United Kingdom
Silke HIEKE, WU Vienna, Austria
Erik HOELZL, University of Cologne, Germany
Bernadette KAMLEITNER, WU Vienna, Austria
Sommer KAPITAN, Auckland University of Technology, New Zealand
Bruno KOCHER, HEC Lausanne, Switzerland
Didem KURT, Boston University, The United States of America
Christophe LEMBREGTS, Erasmus University, The Netherlands
Yi LI, IESEG School of Management, France
Tina LOWREY, HEC Paris, France
Frank MAY, Virginia Tech, The United States of America
Brent MCFERRAN, Simon Fraser University, Canada
Dwight MERUNKA, Aix-Marseille Graduate School of Management, France
Kobe MILLET, Vrije Universiteit Amsterdam, The Netherlands
Laetitia MIMOUN, HEC Paris, France
Hans MUHLBACHER, International University of Monaco, Monaco
Mario PANDELAERE, Virginia Tech, The United States of America
Gabriele PAOLACCI, Erasmus University, The Netherlands
Michel PHAM, Columbia University, The United States of America
Ruth POGACAR, University of Cincinnati, The United States of America
Suresh RAMANATHAN, Texas A&M University, The United States of America
Sarah ROCHE, Texas Wesleyan University, The United States of America
Gudrun ROOSE, Ghent University, Belgium
CRISTEL RUSSELL, American University, The United States of America
Anne-Laure SELLIER, HEC Paris, France
L. J. SHRUM, HEC Paris, France
David SILVERA, UT San Antonio, The United States of America
Joe SIRGY, Virginia Tech, The United States of America
Hendrik SLABBINCK, Ghent University, Belgium
Cansu SOGUT, Boston University, The United States of America
Antonios STAMATOGIANNAKIS, IE University, Spain
Anika STUPPY, Rotterdam School of Management, Netherlands
Lei SU, Hong Kong Baptist University, Hong Kong
Jill SUNDIE, Virginia Tech, The United States of America
Steven SWELDENS, RSM Erasmus University, The  Netherlands
Tina TESSITORE, IESEG School of Management, France
Mirjam TUK, Imperial College Business School, United Kingdom
Ana VALENZUELA, Baruch College, CUNY / ESADE Business School, Spain
Bram VAN DEN BERGH, Erasmus University, The Netherlands
Femke VAN HOREN, Vrije Universiteit Amsterdam, The Netherlands
Anneleen VAN KERCKHOVE, Ghent University, Belgium
Fred VAN RAAIJ, Tilburg University, The Netherlands
Iris VERMEIR, Ghent University, Belgium
Joachim VOSGERAU, Bocconi University, Italy
Echo WAN, The University of Hong Kong, Hong Kong
Luk WARLOP, KU Leuven, Belgium & BI Norwegian Business School
Bert WEIJTERS, Ghent University, Belgium
Keith WILCOX, Columbia University, The United States of America
Richard YALCH, University of Washington, The United States of America
Judy ZAICHKOWSY, Simon Fraser University, Canada
Ignazio ZIANO, University of Ghent, Belgium
Natalina ZLATEVSKA, The University of Technology Sydney, Australia

Topics of Interest

Papers providing theoretical or empirical advances in understanding and/or predicting consumer behavior are encouraged, as are papers on the management of marketing communications. Meta-analyses, state of the art literature reviews, and papers on emerging issues are also welcome. Hereafter is a non limitative list of topics of interest.

Consumer Behavior Research

Issues in Marketing Communication Management 

  • Values and beliefs
  • Attitude formation and change
  • Information search - Learning
  • Consumer information processing
  • Inference making - Categorization
  • Consideration set formation and change
  • Perceived risk
  • Involvement
  • Brand commitment/attachment
  • Motivation to process ads
  • Brand relationships
  • Individual, social and cultural variables influencing reactions to communications
  • Consumer media choice and behavior
  • Possessions and consumption
  • Enhancing brand equity
  • Assessing the effects of a communication campaign
  • Assessing the impact of affective responses to communications
  • Understanding how sales promotion works
  • Sales force and communication
  • Assessing the effects of sponsorship
  • Integrating marketing communications
  • Improving the marketing-customer communication process via the Internet
  • International communication programs
  • Artistic and cultural goods and services
  • Retail communication
  • Business to Business communication
  • Semiotics and marketing communications
  • Communication aspects of sales promotion
  • Children as consumers
  • Cultural aspects of consumption, consumer behavior and communications

The Selection Process - Papers

We call for original papers, written in English. Authors are free to subsequently publish their paper in any journal of their choice. Some papers will be invited for publication in a special issue of the Journal of Marketing Behavior. Manuscripts should not exceed 25 pages, double spaced, including appendices, tables (within the text), and references (MS Word (not pdf), A4 paper, 2.5 cm or 1 inch margin on all sides, Times, 12 points). References will follow the Journal of Marketing Behavior guidelines ( The first page will be reserved for the title, the name of the author(s) and the address (including e-mail). The second page will contain the title, a summary (200 words maximum) and key words.

Submitted manuscripts must be sent no later than 11:59 pm EST January 7, 2017. Papers will be selected based on 2 blind reviews (from members of the Scientific Committee and from ad hoc reviewers). Authors will be notified before March 10, 2017 as to the acceptance of their manuscripts.



Authors are invited to transmit their submission on our Conference management interface : HERE


Important dates

  • Deadline for paper submission: January 7, 2017
  • Notification to the authors: March 10, 2017
How to register :

1. Complete the registration form on-line : I register now!
2. After having submitted the form, please download the payment form

All participants are expected to stay at the resort for better interaction and participation to all activities. The recently renewed resort provides all facilities expected in a seaside resort (pools, tennis courts, etc.).

Therefore, the conference rate includes all costs linked to the conference itself, welcome, accommodation, meals, wine tasting session, boat and visit to the Porquerolles island, and gala dinner.

  • Participant rate: 1100€
  • PhD student rate: 550€ (double room occupancy)

The conference package covers all activities  for 3 or 4 nights depending on the choice of the departure date (June 2 or June 3, 2017).

  • Accompanying person*: 300€

*If sharing accommodation with fully paying authors/auditors - otherwise considered as participants. Children under 5 sharing a room with a participant are free of charge. Includes food, wine tasting session and gala dinner.

All fees are to be paid in full by April 15, 2017, by Visa or Master Card, bank transfer, check or “bon de commande universitaire”. 

Programme Overview


Programme Detail

Special Events

Three special events are organized during the conference. There is no participation fee for these events as everything is included in the conference registration fee.

  • A wine tasting session with fine wines from southern France including the very famous local Côtes de Provence.
  • A gala dinner with French cuisine and a very relaxed atmosphere on the Beach (casual attire). The Best Paper Award will be announced then.
  • A visit of the Porquerolles Islands, a couple of miles from the coast and facing the La Londe les Maures village.


PROFESSOR Dwight Merunka
Aix-Marseille University, France - Aix-Marseille Graduate School of Management - IAE

CERGAM Research Centre (EA 4225) - Professor of Marketing

Phone: +33 (0)4 42 28 08 29 - Email:



The administrative officer Jeanette Theokritoff will be happy to give you more details about reservations and other practical aspects of the conference.
Aix-Marseille Graduate School of Management - IAE
Phone: +33 (0)4 42 28 12 02 (direct line) -
 - Chemin de la Quille- Puyricard - CS 30063 - 13089 Aix-en-Provence Cedex 2 - France


Travel Information

The conference takes place at: ODALYS Résidence L'Ile d'Or  (ex-Agelonde) - Boulevard de la plage de l'Argentière - Agelonde - 83250 LA LONDE LES MAURES

Participants may check-in on Tuesday May 30th 2017 at any time, but rooms are available after 4:00pm. Those wishing to arrive before Tuesday should contact Jeanette Theokritoff for information ( We strongly recommend that you arrive at TOULON or HYERES railway station or TOULON-HYERES airport, since these are the most convenient and nearest to the residence. Access from Nice or Marseille is possible by rail (but is fairly complicated) or by car via the toll motor-way. The journey takes a good 90 minutes from either city.

By Air

La Londe-les-Maures is 20 kilometres (25 minutes) from Toulon-Hyères Airport with several daily flights to and from Paris Orly airport. It is about 120 kilometres (74.5 miles) from Marseille-Provence, and 160 Kilometres (99.4 miles) from Nice airport, with at least a 90 minute journey from either.

By Train

La Londe-les-Maures is 10 kilometres (10 minutes) from Hyères and 28 kilometres (about 45 minutes driving time) from Toulon railway station (with frequent fast trains (TGV) to and from Paris, Marseille or Nice). It is 160 (99.4 miles) kilometres from Nice and 95 (59 miles) kilometres from Marseilles railway stations. Rail travel information in France is available here : You will need to have an approximate date of departure to obtain information. Payment on line is accepted (NB: tickets are to be withdrawn using the same credit card used for purchase).

To reach the Conference resort from the airport or station

Several possibilities are open to participants to reach the conference resort:

  • Bus: regular bus services from Toulon or Hyères railway stations and Toulon-Hyères airport to the centre of the village of La Londe.
    NB: The village centre is about 3 kilometres from the resort. Be careful if you are arriving late, buses don't run at night.
  • Taxi: The best solution to get to the Odalys Resort.
    Contact Jeanette Theokritoff to book a taxi pickup (Toulon-Hyères, Nice, Marseilles airports or railway stations or La Londe-les-Maures town centre)
    OR you can choose to hire a taxi upon arrival.
    NB: "No-shows" for a booked taxi will be charged the round trip
  • Car rental: you can arrange car rental details before leaving home through all the leading international car rental companies. Rented cars are supplied with GPS on demand (at extra cost). A free car park is provided at the resort.

You can find other detailed information on transport to La Londe on the following website (transport section):

More information is available on the La Londe Tourist Office website: