Areas of research
- Senior Consumer Behavior
- Effects of Adverstising
- Targeting Strategy by Age
- Implementation of the Circular Economy in Textiles
- Ethics in Marketing
- Ethics of Managers in Controversial Industries
Areas of teaching
- Fundamentals of Marketing
- Operational Marketing
- Marketing Research
- Consumer Behavior
- Marketing Management Applied to the Health Sector
- Target Marketing
- Quantitative Studies
- Ethics in Marketing
Grants and awards
Bourcier-Bequaert Bénédicte., Baiada Hireche L., Sachet-Milliat A. Finalistes du 12e Prix académique de la Recherche en Management FNEGE / SYNTEC
FNEGE, Paris, France
Publications from the last 5 years
Articles
BOURCIER-BEQUAERT, B., CHEVALIER, C., MOAL, G. and VALETTE-FLORENCE, P. (2025). Gerotranscendence: an explanatory variable for the boomer generation’s perception of senior models in advertising. International Journal of Advertising, 44(2), pp. 263-285.
BOURCIER-BEQUAERT, B., BAÏADA-HIRÈCHE, L. and SACHET-MILLIAT, A. (2022). Cure or Sell: How Do Pharmaceutical Industry Marketers Combine Their Dual Mission? An Approach Using Moral Dissonance. Journal of Business Ethics, 175(3), pp. 555–581.
BOURCIER-BEQUAERT, B. and TOTI, J.F. (2021). How Do Practitioners (Marketers) Judge the Ethics of their Practices? A Qualitative Study in the Pharmaceutical Sector. Décisions Marketing, 104(4), pp. 217-242.
BOURCIER-BEQUAERT, B., CHEVALIER, C. and MOAL, G.M. (2021). The old and the beautiful: senior women’s exposure to models in advertisements and the impact on their identity. Journal of Consumer Marketing, 38(4), pp. 410-419.
RUEL, S., BOURCIER-BEQUAERT, B. and DOMONT, S. (2021). Pratiques de logistique inverse au sein d’une coopérative : une motivation environnementale ? Logistique & Management, 29(3), pp. 154-167.
Conference proceedings
CHEVALIER, C., BOURCIER-BEQUAERT, B. and MOAL, G. (2021). The old and the beautiful: senior female exposure to models in advertisements and consequences on their identity. In: Proceedings of 20th International Marketing Trends Conference 2021 Paris, ed. Alberto Pastore, Julien Schmitt, Julio Jimenez, Klaus-Peter Wiedmann. Paris-Venice Marketing Trends Association.
Conferences and other contributions
TOTI, J.F., BOURCIER-BEQUAERT, B. and MOULINS, J.L. (2025). Between ethical consumption and materialism: the paradox of self-enhancement. In: 41e Congrès International de l’AFM. Lille.
BOURCIER-BEQUAERT, B. (2024). Estrategias marketing alcohol: Marketing y alcohol: estrategias para minimizar los efectos adversos. El Mundo Financiero.
BAÏADA-HIRÈCHE, L., BOURCIER-BEQUAERT, B. and SACHET-MILLIAT, A. (2023). Mieux comprendre la souffrance éthique au travail : une éclairage par la psychodynamique du travail. In: 3e édition des Journées de recherche en éthique "L’éthique en situations complexes et contemporaines : vers de nouvelles perspectives" (ESG UQAM, ESSCA). Montréal.
BOURCIER-BEQUAERT, B. (2023). Cómo las estrategias de marketing suavizan los efectos nocivos del alcohol. Madrid: Marketing News, Spain.
BOURCIER-BEQUAERT, B. (2023). Éthique des dirigeants d’entreprise : montrer l’exemple. Oui, mais lequel ? Monde des grandes écoles et universités.
BOURCIER-BEQUAERT, B., SACHET-MILLIAT, A. and BAÏADA-HIRÈCHE, L. (2023). Alcool : pourquoi les campagnes de prévention sont-elles ciblées et non générales ? The Conversation, France.
TOTI, J.F. and BOURCIER-BEQUAERT, B. (2021). Je suis matérialiste et consommateur éthique : une explication par la valorisation de soi. In: Journée Marketing et Développement Durable AFM. Paris.