Virginie MAILLE

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Virginie Maille is a professor of marketing and a researcher at KEDGE Business School. She is also a visiting professor at Ecole Supérieure des Affaires in Beirut. She received her Doctorate in Management Studies from Montpellier I University and her Habilitation à Diriger des Recherches (French Qualification for Ph.D. Supervision) from Paris-Dauphine University. She has now over 25 years of experience in teaching, researching and academic administration. Her primary research interest is information processing and how the consumer is affected by various marketing cues, more particularly sensory information and incongruent information. She is also interested in consumer deviant behaviors, such as therapeutic non-compliance, excessive consumption, or unethical behaviors. She published articles in peer reviewed journals such as Journal of Marketing Research, Journal of Business Research, Recherche et Applications en Marketing, Advances in Consumer Research. She also contributed to a collective book dedicated to sensory and experiential marketing in points of sale.

    Recent publications
    Publication Year of publication Type of publication
    MAILLE, V., E. GENTINA, Z. LI, "The Influence of Social belonging and Creativity on the Immoral Consumption Behaviors of New Adolescents: A Cross-Cultural Study of 16–24 Year Olds", Recherche et Applications en Marketing (English Edition), 2021, vol. 36, no. 3, pp. 70-99 2021 Journal article
    MAILLE, V., M. MORRIN, R. REYNOLDS-MCILNAY, "On the Other Hand…: Enhancing Promotional Effectiveness with Haptic Cues", Journal of Marketing Research, 2020, vol. 57, no. 1, pp. 100-117 2020 Journal article
    NENKOV, G., M.MORRIN, V.MAILLE, T.RANK-CHRISTMAN, M.LWIN, "Sense and sensibility: The impact of visual and auditory sensory input on marketplace morality", Journal of Business Research, 2019, vol. 95, pp. 428-441 2019 Journal article
    MAILLE, V., N.FLECK, P.RAGHUBIR, "What a Strange Bottle! Effects of Perceived Congruence of a Package Design" in The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World. Developments in Marketing Science: Proceedings of the Academy of Marketing Science.., Colin L. Campbell Ed., Springer International Publishing, pp. 582-585, 2017 2017 Book chapter
    MAILLE, V., "Comment gérer les sensations tactiles, thermiques et motrices du client ?" in Le marketing sensoriel et expérientiel du point de vente., Sophie Rieunier Ed., Dunod, pp. 185-223, 2017 2017 Book chapter
    Teaching domains


    • Consumer behavior, Marketing research, Research methods, Statistics and SPSS
    Research domains

    Consumer Behavior

    • sensory marketing, deviant behaviors
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