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Prof. Voyer is L’Oréal Professor of Creativity Marketing, ESCP Europe, and Visiting Fellow, Social Psychology Department, London School of Economics (LSE). He is the European Academic Director of ESCP Europe’s BSc in Management programme. Prof. Voyer received a PhD in Social Psychology from the London School of Economics and Political Science, and a doctorate of science in management (DSc / Habilitation à Diriger des Recherches) from the Sorbonne University in Paris. Before this, he studied marketing at HEC Paris and the London Business School. He is also a chartered psychologist in the UK (CPsychol), a chartered scientist (CSci), a chartered marketer (MCIM), Associate Fellow of the British Psychological Society (AFBPsS) and Fellow of the Royal Society of Arts (FRSA).
Prof. Voyer is an interdisciplinary researcher, investigating self-construal differences, i.e. the way individuals define their self in terms of interpersonal relations (interdependent self-construal) or uniqueness (independent self-construal), and consequences on behaviours in various contexts (consumption, organisations, cross-cultural, research methods…). He has authored or co-authored more than 100 scientific contributions (journal articles, conference and invited presentations...) to the field of applied psychology. He has been published widely in leading theory and applied psychology journals (Review of General Psychology, Journal of Economic Psychology, Journal of Advanced Nursing…) and management ones (Journal of Business Research, AMS Review…). He regularly presents his work at international conferences, both in the field of marketing, management and applied psychology. His research has been funded by leading universities (LSE, HEC Paris, ESCP Europe…), organisations (KPMG, LastMinte.com), and public research bodies (PRES héSam Paris).
Beyond academic research, he extensively collaborates with the media (TV, radio, press) as a scientific consultant (Sky News, CNBC, CNN International, The Washington Post, The Economist, BBC 2, BBC Radio 4, Financial Times, BusinessWeek, The Economist, BBC World…). He worked for several years as a marketing practitioner in different industries, including FMCGs (Reckitt-Benckiser), banking (BNP Paribas), and public institutions (Kent County Council), and remains a freelance consultant in the area of marketing and organisational psychology.
At ESCP Europe, Prof. Voyer teaches Marketing Management (MEB), Marketing & Communication (MiM), Luxury Marketing (MiM), Understanding the Marketplace (MMK / MiM), Research Methods (MiM), and Experimental Design (PhD). At the London School of Economics, he teaches Consumer Psychology (MSc). He supervises students’ research at both institutions.
Outside academia, he is a long-distance runner (10 km, 15 km, half marathon and marathon), regularly ranking in the top 5% in international competitions, and is fund-raising for various charities (Great Generation, WaterAid, Great Ormond Street Children Hospital, British Red-Cross…).
I am an applied chartered psychologist with research interests in consumer, cross-cultural, social and organisational psychology. I am a multi-method, multi-epistemology researcher.
1. Research in Consumer Psychology
In consumer psychology, my current and previous research focuses on the conceptualization of attitudes, and the relation between thought associations, implicit and explicit brand attitudes – especially in the context of System 1 / System 2 information processing. I am also interested in applying self-construal theory (independent vs interdependent self) to the field of (cross-cultural) consumer psychology. Three topics recently captured my attention: the psychological consequences of co-producing goods (‘IKEA effect’), the consumption of luxury goods (especially in a cross-cultural context), and alternative forms of consumption.
2. Research in Organisational Psychology
My research in social and organisational psychology focuses on self-construal, i.e. the way individuals define their self in terms of interpersonal relations (interdependent self-construal) or uniqueness (independent self-construal, Markus and Kitayama, 1991). In my previous research, I investigated the role of power in determining individuals’ level of independent and interdependent self-construal. I am also interested in the role of creativity in processes of self-construal and influence.
The methods I use are both quantitative and qualitative. In terms of quantitative methods, I have been running both laboratory and online experiments, and I have also used questionnaires and secondary data analysis. In terms of qualitative methods, I have run focus groups and interviews, and used netnography. Finally, I am particularly interested in new research techniques, such as video camera (subcams) and computer programs measuring implicit attitudes (IAT test), and the potential of those techniques to improve research methods in psychology.