• Phone 617-353-4609
  • Office 659
  • BOSTON UNIVERSITY
    Questrom School of Business
    Rafik B. Hariri Building
    595 Commonwealth Avenue
    Boston, MA 02215

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Frédéric Brunel is a consumer researcher dedicated to informing two main domains: consumer relationships and product design. His research strives for theoretical and substantive contributions and focuses on concepts of direct relevance to academia and practice. These include, for example, consumption communities on and off-line, word-of-mouth dynamics, customer relationship management and aesthetic response styles and skillsets. In order to inform these domains, Brunel is committed to developing a deep and contextualized understanding of the social-psychological and cultural factors that can guide and moderate consumers’ responses in these marketing applications. Thus, his scholarly work resides at the intersection of social-psychology and cultural studies and focuses comprehensively on culture, group/community and personality/gender levels of analyses. He has published in journals such as Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, Journal of Advertising, Journal of Advertising Research, Business Strategy Review, Journal of Marketing Communications, Marketing Theory, Journal of Creative Management and Psychology and Marketing. His research has also appeared in book chapters, managerial articles and in a series of articles in conference proceedings. He has presented his work in numerous venues and conferences. He has been a reviewer for all of the major journals and conferences in his field of specialization, a track chair and a member of the program committees for several conferences. His work is used by some of the largest corporations and he is regularly quoted and interviewed in a wide array of print, radio, TV and electronic media outlets.

At Boston University, Professor Brunel has taught at all levels: undergraduate, MBA, doctoral and executive programs. His teaching emphasizes the interdependences and connections between marketing and other business functions. He has been a leader in the design and implementation of integrated cross-functional-curricula at the undergraduate and MBA levels. Professor Brunel has extensive international teaching experience, including Europe, Latin America and Asia. Over the years, his commitment to higher education has been recognized through several research, teaching and service awards.

    Education
  • PhD, University of Washington, 1998
  • MBA, Illinois State University, 1992
  • BS, Ecole Superieure des Sciences Commerciales d'Angers (ESSCA) Angers, France, 1989
    Publications
  • Lieshman, S., Brunel, F., Bickart, B. (In Press). Dimensions of Voice in Social Media. In John, Branch., Marcus, Collins., Eldad, Sotnick-Yogev. (Eds.), "Contemporary Issues in Digital Marketing: New Paradigms, Perspectives, and Practices", Libri Publishing 145-160
  • Sogut, C., Brunel, F., Bickart, B. (2015). Now or Later: Synchrony Effects on Electronic Word-of-Mouth Content."Consumer Psychology in a Social Media World", Routledge Publishers 53
  • Toder-Alon, A., Brunel, F. (2018). "Peer-to-peer word-of-mouth: word-of-mouth extended to group online exchange", Online Information Review, 42 (2), 176-190
  • Kiani, S., Kurian, D., Henkin, S., Desai, P., Brunel, F., Poston, R. (2016). "Direct to consumer advertising of robotic heart bypass surgery: effectiveness, patient satisfaction and clinical outcomes.", Int J Pharm Healthc Mark, 10 (4), 358-375
  • Sogut, C., Bickart, B., Brunel, F. (2015). Now or Later: Synchrony Effects on Electronic Word-of-Mouth Content."Consumer Psychology in a Social Media World", Routledge 53-68
  • Kim, S., Pai, S., Bickart, B., Brunel, F. (2015). How Social Media Influencers Build a Brand Following by Sharing Secrets."Strong Brands, Strong Relationships", Routledge 126-152
  • Brunel, F. (2015). CB, as I see it."Consumer Behavior: Buying, Having, and Being", Pearson Higher Ed 322-322
  • Toder-Alon, A., Brunel, F., Fournier, S. (2014). "Word-of-mouth rhetorics in social media talk", Journal of Marketing Communications, 20 (1-2), 42-64
  • Kareklas, I., Brunel, F., Coulter, R. (2014). "Judgment is not color blind: The impact of automatic color preference on product and advertising preferences", Journal of Consumer Psychology, 24 (1), 87-95
  • Bickart, B., Kim, S., Brunel, F., Pai, S. (2013). Can Your Business Have 1 Million Friends? Understanding and Using Blogs as One-to-One Mass Media."Organizations and Social Networking: Utilizing Social Media to Engage Consumers Utilizing Social Media to Engage Consumers", IGI Global 126-152
  • Lawrence, B., Fournier, S., Brunel, F. (2013). "When Companies Don't Make the Ad: A Multimethod Inquiry Into the Differential Effectiveness of Consumer-Generated Advertising", Journal of Advertising, 42 (4), 292-307
  • Mugge, R., Brunel, F., Schoormans, J. (2012). "Consumer Response to Aesthetic Mass Customization", Journal of Creative Management, 4 (3), 3-34
  • Venkatesh, A., Digerfeldt-Mansson, T., Brunel, F., Chen, S. (2012). "Design orientation: a grounded theory analysis of design thinking and action", Marketing Theory, 12 (3), 289-309
  • Batra, R., Brunel, F., Chandran, S. (2009). "When Good Looks Kill: An Examination of Consumer Response to Visually Attractive Product Design", Advances in Consumer Research, Vol. XXXVI, 36 698-698
  • Brunel, F., Fournier, S. (2008). "Todos Somos Publicistas [We are all publicists now]", Expansion, 91 103-104
  • Alon, A., Brunel, F. (2007). "Dynamics Of Community Engagement: The Role Of Interpersonal Communicative Genres In Online Community Evolutions", Consumer Culture Theory, 11 371-400
  • Nelson, M., Brunel, F., Supphellen, M., Manchanda, R. (2006). "Effects of culture, gender, and moral obligations on responses to charity advertising across masculine and feminine cultures", Journal of Consumer Psychology, 16 (1), 45-56
  • Ruth, J., Brunel, F., Otnes, C. (2004). "An investigation of the power of emotions in relationship realignment: The gift recipient's perspective", Psychology and Marketing, 21 (1), 29-52
  • Brunel, F., Tietje, B., Greenwald, A. (2004). "Is the implicit association test a valid and valuable measure of implicit consumer social cognition?", Journal of Consumer Psychology, 14 (4), 385-404
  • Bickart, B., Brunel, F., kim, S., Pai, S. (). "Sharing Secrets with Strangers on Social Media: Can You Make Word-of-Mouth More Persuasive via Intimate Self-Disclosure?",
  • Toder-Alon, A., Brunel, F. (2012). "Online Word-of-Moms as Communal Social Acts: Producing Motherhood Culture via Collective and Collaborative Word-of-Mouth Conversations", Boston U. School of Management Research Paper (2012)
    Research Presentations
  • Bickart, B. , Sogut, C. , Brunel, F. , Fournier, S. The Effects of Live Word - of - Mouth Engagement on Experience Enjoyment, New York University Stern School of Business, New York, NY, 2017
  • Brunel, F. , Bickart, B. , Kim, J. Sharing Secrets with Strangers on Social Media: Can You Make Word-of-Mouth More Persuasive via Intimate Self-Disclosure?, Istanbul, Turkey, 2017
  • Brunel, F. , Bickart, B. , Kim, J. Sharing Secrets with Strangers on Social Media: Can You Make Word-of-Mouth More Persuasive via Intimate Self-Disclosure?, University of Arkansas, Fayetteville, AK, 2017
  • Sogut, C. , Brunel, F. , Bickart, B. , Fournier, S. The Paradox of Social Television: The Effects of Connectedness and Distraction on Enjoyment, Toronto, Canada, 2016
  • Sogut, C. , Brunel, F. , Bickart, B. Does WOM Timing Matter? The Impact of Timing of the Message on the Effectiveness of Word-of-Mouth, , Baltimore, MD, 2014
  • Sogut, C. , Bickart, B. , Brunel, F. Sharing Messages about Brand Experiences on Social Media: The Effect of Timing of Message on the Content of Word-of-Mouth, , Boston, 2014
  • Sogut, C. , Bickart, B. , Brunel, F. The Effect of Timing of Message on the Emotional Content of Word-of-Mouth, , Miami, 2014
    Awards and Honors
  • 2012, Consortium Faculty, 47th Annual American Marketing Association/Sheth Foundation Doctoral Consortium
  • 2008, Keynote Speaker, American Marketing Assiociation Service SIG
  • 2008, Commencement Faculty Speaker, Boston University Graduate School of Management
  • 2007, Dean's Research Fellow, Boston University School of Management
  • 2007, Best Reviewer Award, Journal of Advertising, American Academy of Advertising
  • 2006, 2006 Excellence in Entrepreneurship and Pedagogical Innovation Award (shared award), Consortium of Entrepreneurship Centers
  • 2006, Finalist for Best Workshop Award, USASBE/SBI Conference
  • 2004, Faculty Speaker, Boston University School of Management Commencement
  • 2004, General Electric Team Learning Award, Boston University
  • 2003, Broderick Award for Service, Boston University School of Management
  • 1997, Outstanding Teaching Award, Ph.D Program, University of Washington, School of Business Administration
  • 1995, Lecturer of the Year, American Marketing Association University of Washington Student Chapter
  • 1994, Best Consumer Behavior Track Paper, The Academy of Marketing Science Conference