Christine Gonzalez

Full Professor at the University of Maine, Le Mans, France (UFR Law, Economy and Management)

Christine Gonzalez is full professor in marketing at the University of Maine in Le Mans (UFR Droit Economy Gestion). Her researchfocus(1) on the value consumers withdraws from exchanges with organizations and (2) on how consumers develop a « sense of exchange » that allow them to have a critical view on marketing practices and strategies. Past and current researches focus especially on howconsumers interpret and evaluate promotional offers (seasonal sales, daily deals, private sales).  This work on promotional offers has been completed by ressearches on socially responsible behaviors with a focus on their links with social representation of consumption.

Selected publications

Ayadi, N., Giraud M. and Gonzalez C. (2013), An investigation of consumers ‘self-control mechanisms when confronted with repeated purchase temptations: Evidence from online private sales, Journal of Retailing and Consumer Services, 20, 3, 272-281.

 Urbain C., Gonzalez C. et Le Gall-Ely M. (2012), What does the future hold for giving? An approach using the social representations of Generation Y, International Journal of Nonprofit and Voluntary Sector Marketing, Published online in Wiley Online Library, DOI: 10.1002/nvsm.1448.

Gonzalez C., Korchia M., Menuet L. et C. Urbain (2009), Comment les consommateurs socialement responsables se représentent ils la consommation ? Une approche par les associations libres, Recherche et Applications en Marketing, 24, 3, 25-41.

Gonzalez C. et Korchia M. (2008), Les antécédents et les conséquences de l’attitude par rapport aux soldes, Recherche et Applications en Marketing, Recherche et Applications en Marketing, 23, 4, 37-61.

Institutional membership

Association Française de Marketing

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