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Raphaëlle Lambert-Pandraud has been an Professor of Marketing at the ESCP Europe Paris campus, since 2005. Following business studies at Ecole Supérieure de Commerce de Paris (now ESCP Europe), she worked as a senior product manager at L’Oréal in the UK, where she test marketed and launched the French anti-aging skincare range Plénitude.
She then earned a Doctorate in Consumer Behavior at HEC, Paris. Raphaëlle has published in international journals, such as the Journal of Marketing:"Why do Older Consumers Buy Older Brands: The Role of Attachment and Declining Innovativeness" (2010) and "Repeat Purchasing of New Automobiles by Older Consumers: Empirical Evidence and Interpretations" (2005).
She has presented papers in international conferences such as SCP (Society of Consumer Psychology), EMAC (European Marketing Academy), ACR (Association for Consumer Research), Marketing Science. She also participated to the 6th and 7th Invitational Choice Symposiums. The workshop participants co-authored joint papers on “Cognition, Persuasion and Decision Making in Older Consumers,” (Marketing Letters 2005) and "Decision making and brand choice by older consumers" (Marketing Letters 2008).
Professor Lambert-Pandraud’s current research is focused on the influence of age on consumer information search, considerations sets, and brand choice.
"Tell Me which Perfume You Wear, I’ll Tell How Old You Are: Modeling the Impact of Consumer Age on Product Choice" With Gilles Laurent (HEC).
Perfumes introduced decades ago compete for consumer choice against recently introduced perfumes. In this high involvement category, using a very large survey and a conditional logit model, we show that the probability of choosing a long-established perfume, rather than a recently introduced one, increases enormously with consumer age. Further, comparing three possible underlying mechanisms, we show a better fit for an attachment model based on a consumer’s exposure to a perfume (in which preferences simply depend linearly on the length of time during which a consumer has known the perfume, and preferences can be developed at any age) than for an innovativeness model (in which younger people prefer recently introduced perfumes) or for a nostalgia model (in which preferences are only developed during an early “sensitive period” of life). We draw managerial and research implications.
Most recent article :
LAMBERT-PANDRAUD R. LAURENT G., (2010), “Why Do Older Consumers Buy Older Brands? The Role of Attachment and Declining Innovativeness”, Journal of Marketing Vol.74, nº5, pp.104-121.