Professeur Associé

  • Département Marketing

Responsable Recherche - Département Marketing

Teaching Domains

Sector Marketing
Marketing research
Research Methodology in Management
Social Marketing
Integrated Marketing Communication

Research Domains

Social Marketing
Sustainable Marketing
Consumer Behavior
Transformative Consumer Research

Curriculum vitae

PhD in Marketing
HEC Montréal, Canada (2013)

CAPET Economie et Gestion option Communication
Ministère de l'Education Nationale, France (2006)

M.Sc. in Marketing
Université de Paris IX - Dauphine, France (2005)



LAGOMARSINO, M., LEMARIE, L. (2022) . Should companies hope instead? The role of verbal cues in consumers' evaluation of cause-related marketing (CRM), Psychology and Marketing, 39 (1), 227-238


CHEBAT , D., LEMARIE, L., ROTNEMER, B., TALBI, T., WAGNER, M. (2021) . The Young and the Reckless: Social and Physical Warning Messages Reduce Dangerous Driving Behavior in a Simulator.  , Journal of Retailing and Consumer Services, 63 (November 2021), Article N° 102701


LAGOMARSINO, M., LEMARIE, L., PUNTIROLI, M. (2020) . When saving the planet is worth more than avoiding destruction. The importance of message framing when speaking to egoistic individuals, Journal of Business Research, 118 (Septembre 2020), 162-176

PUNTIROLI, M., BEZENÇON, V., PINO, G., LEMARIE, L. (2020) . When Technology Backfires and when it Succeeds: Positive and Negative Effects of Eco-efficient Automation on Consumers Choices, Advances in Consumer Research, 47 817-818

LEMARIE, L., LANZ, B., BEZENÇON, V. (2020) . When self-perceived efforts lead to perseverance: implications for the development of pro-environmental behaviors, Advances in Consumer Research, 47 728-729


LEMARIE, L., BELLAVANCE, F., CHEBAT, J. (2019) . Regulatory focus, time perspective, locus of control and sensation seeking as predictors of risky driving behaviors, Accident Analysis and Prevention, 127 (June), 19-27

LEMARIE, L., GIRARDIN, F. (2019) . Doing Worse by Doing Good: How Corporate Social Responsibility Makes Products Less Dangerous, Advances in Consumer Research, 46 679-680


LEMARIE, L., CHEBAT, J., BELLAVANCE, F. (2018) . Reckless driving promotion and prevention: priming effects, Journal of Social Marketing, 8 (2), 220-236


LEMARIE, L., CHEBAT, J. (2015) . Temptation and Prevention provided by the gambling industry : Main and interactive effects on gamblers, Recherche et Applications en Marketing, 30 (4), 51-63

MICHON, R., CHEBAT, J., YU, H., LEMARIE, L. (2015) . Fashion orientation, Shopping Mall Environment And Patronage Intentions : A study of Female Fashion Shoppers, Journal of Fashion Marketing and Management, 19 (1), 3-21


LEMARIE, L., CHEBAT, J. (2013) . To resist or to comply : Promoting responsible gambling among youth, Journal of Business Research, 66 (1), 137-140

LAGOMARSINO, M., LEMARIE, L. (2018). Triggering emotions to promote pro-environmental behaviors. The role of temporal focus and gender., EMAC Annual Conference,.

LAGOMARSINO, M., LEMARIE, L. (2018). Do All Emotions Promote Pro-Environmental Behaviors? The Role of Emotions in Temporal Focus., AMA's annual Marketing and Public Policy Conference.

LAGOMARSINO, M., LEMARIE, L. (2018). Should we hope about climate change? The power of hope for engaging in pro-environmental behaviors.. Rossi P., Krey N. (eds) Marketing Transformation: Marketing Practice in an Ever Changing World. AMSWMC 2017. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. doi:

LAGOMARSINO, M., LEMARIE, L. (2017). The effect of hope on adopting pro-environmental behaviors. Is it hope just for women?., EMAC Annual Conference.

LEMARIE, L., BELLAVANCE, F., CHEBAT, J.-C., BABIN, L. (2017). Road Safety Messages and Drivers Regulatory Orientation., Academy of Marketing Science, World Marketing Congress.

LEMARIE, L., BELLAVANCE, F., CHEBAT, J.-C. (2017). Promoting road safety : tailoring road safety messages to the specific characteristics of dangerous drivers., International Marketing Trends Conference.

BELLAVANCE, F., LEMARIE, L., CHEBAT, J.-C. (2016). Adaptation des messages préventifs à l'orientation régulatrice des conducteurs. Programme de recherche en sécurité routière FRQSC, SAAQ, FRQS. Récupéré à partir de

CHEBAT, J.-C., LEMARIE, L., BELLAVANCE, F., FAUBERT, J. (2014). Mort versus Ostracisme : Deux stratégies du risque vers les jeunes conducteurs québecois. Récupéré à partir de

Scientific activities

Reviewer revue académique

Journal of Retailing and Consumer Services , 10/10/2021

Journal of Applied Social Psychology , 09/09/2020

Reviewer pour le Journal of Social Marketing , 02/08/2019

Reviewer pour le Journal of Business Research , 01/08/2019

Doctoral supervision

Thesis director

University of Neuchâtel, Suisse