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Associate Professor

  • Marketing Department

Research head - Marketing Department

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)



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

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

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


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. Retrieved from

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

Scientific activities

Reviewer for an academic journal :

  • Reviewer for the Journal of Business Research
  • Reviewer for Recherche et Applications en Marketing (RAM)
  • Reviewer for the Journal of Social Marketing

Doctoral supervision

Thesis director

University of Neuchâtel, Sweden