David JAUD

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David Jaud is an associate-professor of marketing at Kedge BS (Bordeaux). He was the deputy director of the research chair 'responsible consumption in 2020-2023. He holds a doctorate, obtained in 2018 from Massey University (Auckland, New Zealand). Before joining Kedge BS, he was a lecturer at Massey University. His research interests focus on imagination and fantasy themes, emotions and coping strategies related to food consumption. His research also focuses on wine consumer behaviour, such as the impact of wine labels on taste perception and purchasing behaviour, or the study of the determinants of responsible wine behaviour. Finally, his research looks at consumer wellbeing and responsible/meaningful consumption. He has published in international academic journals such as the British Food Journal, Food Quality and Preference, Journal of Advertising, Journal of Consumer Affairs, Journal of Consumer Behaviour, Journal of Retailing and Consumer Services, Psychology & Marketing. He teaches wine marketing and research methodology (quantitative methods) in the Specialized Masters (MVS, M.Sc. Wine & Spirits, M.Sc. Wine & Hospitality). He does some marketing consultancy for wine companies. Before his academic career, he worked at Planète Bordeaux, François Lurton, and mostly at Crédit Mutuel du Sud-Ouest as wine business banker.

    Recent publications
    Publication Year of publication Type of publication
    PONSIGNON, F., D. JAUD, F. DURRIEU, R. LUNARDO, "The ability of experience design characteristics to elicit epistemic value, hedonic value and visitor satisfaction in a wine museum", International Journal of Contemporary Hospitality Management, 2024 2024 Journal article
    JAUD, D., A. R. BRACONNOT, R. LUNARDO, "Do stories (always) make food products taste better? The boundary effects of matching package type and product dimension", Journal of Consumer Behaviour, 2023, vol. https://doi.org/10.1002/cb.2207, no. 22, pp. 1224–1236 2023 Journal article
    JAUD, D., O. GERGAUD, R. LUNARDO, "Family and peer communication and wine consumption among young adults: examining the role of responsible drinking practices", British Food Journal, 2023, vol. 125, no. 6, pp. 2070-2086 2023 Journal article
    JAUD, D., R. LUNARDO, "Serial coping to anxiety under a pandemic and subsequent regulation of vice food and beverage consumption among young adults", Journal of Consumer Affairs, 2022, vol. 56, no. 1, pp. 237-256 2022 Journal article
    LUNARDO, R., D. JAUD, E. JASPERS, "Engagement in vice food and beverage consumption: The role of perceived lack of control", Psychology & Marketing, 2022, vol. 39, no. 12, pp. 2221-2239 2022 Journal article
    DODDS, S., D. JAUD, V. MELNYK, "Enhancing Consumer Wellbeing and Behavior with Spiritual and Fantasy Advertising", Journal of Advertising, 2021, vol. 50, no. 4, pp. 354-371 2021 Journal article
    LUNARDO, R., D. JAUD, A. M. CORSI, "The narcissistic wine consumer: How social attractiveness associated with wine prompts narcissists to engage in wine consumption", Food Quality and Preference, 2021, vol. 88, pp. 104107 2021 Journal article
    JAUD, D., V. MELNYK, "The effect of text-only versus text-and-image wine labels on liking, taste and purchase intentions. The mediating role of affective fluency", Journal of Retailing and Consumer Services, 2020, vol. 53, pp. 101964 2020 Journal article
    Teaching domains


    • Strategic marketing
    • Branding
    • Consumer Behaviour


    • Quantitative Methods
    Research domains

    Consumer Behavior

    Brands & Branding

    Wine Management

    Kedge Insights
    Insights Others authors Category Expertise
    Image de soi et consommation de vin : Pourquoi les personnes narcissiques consomment plus de vin que la moyenne ? Renaud LUNARDO Expert’s view
    Food, wine & hospitality