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Elisabeth Tissier-Desbordes is an Emeritus Professor in the Marketing Department at the ESCP Europe Paris Campus. She is a graduate of ESCP and holds a Doctorate degree from University Paris Dauphine and HEC. Her dissertation deals with the similarities in buying behaviour between mothers and daughters. She also holds a post-doctoral degree (DHDR).
Professor Tissier-Desbordes began her career in advertising, working for an agency. She began her academic career at ESC Rouen, a business school in western France. She then joined ESCP Europe where she created the Specialized Master in Marketing and Communication. She served as Associate Dean for Research, an elected function. She was in charge of the ESCP Europe Brand and Communication Direction till September 2010.
She is the author of many articles about consumer behaviour and communication. Her most recent research deals with issues of gender and marketing, taboos in advertising and nudity in advertising. She conducted a Europe-wide survey, with the support of the "Institut pour la ville en mouvement", to compare the renting behaviour of consumers in order to understand why people buy or rent products. She adapted the book of M. Solomon, Consumer behaviour for France with B. Heilbrunn, Pearson Ed., in 2005. She is coeditor of the journal Décisions Marketing, member of the board of the French marketing association (AFM) and a member of numerous editorial committees.
Elisabeth Tissier-Desbordes's research focuses on three main topics :
1) Product attachment and attachment to the consumption society
Are consumers ready to rent or borrow products rather than own them for their own exclusive usage? Are we moving from a society of objects towards a society of services or is possession still a mark of social recognition and a tool for entrance into social life? Our current research results from work initially carried out in 4 countries with the support of the "Institut pour la Ville en Mouvement". The initial study revealed many differences in product attachment depending on the country.
2) The representation of the male and female body in advertising, a study on the fringes of consumer behaviour and advertising. Is nudity acceptable? What kind of nudity? What are the variables influencing the acceptation of the ads? Do consumers prefer an idealised body to a non idealised body?
3) Gender and the value of this concept in marketing (gender marketing). If men and women share more and more characteristics in common, their product expectations nevertheless differ and firms must consider adapting products to gender. Are brands gendered?
4) Experiential and transformational marketing. Do some consumption experiences change our lives and our identity?