• Phone: 617-353-4609
  • E-Mail:  brunel@bu.edu
  • Office: 659
  • Office Hours: By Appointment
  • Address: Boston University School of Management
    595 Commonwealth Avenue
    Boston, MA 02215

Profile Summary

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 Open or Close

    Ph D, University of Washington, Marketing, 1998.

    MBA, Illinois State University, Marketing, 1992.

    BS, Ecole Superieure des Sciences Commerciales d'Angers (ESSCA) Angers, France, Marketing and International Business, 1989.

  • Current CoursesOpen or Close

    GSM MK723 C1 Marketing Management

    GSM MK723 D1 Marketing Management

  • PublicationsOpen or Close

    Journal Articles:

      Brunel, F., Karaklas, I., Coulter, R., (2014). Judgment is Not Color Blind: The Impact of Automatic Color Preference on Product and Advertising Preferences. Journal of Consumer Psychology,

      Toder-Alon, A., Brunel, F., Fournier, S., (2014). Word-of-Mouth Rhetorics in Social Media Talk. Journal of Marketing Communications: Special Issue on Word-of-Mouth and Social Media, 20(1-2), 42-64.

      Lawrence, B., Fournier, S., Brunel, F., (2013). When Companies Don't Make the Ad: A Multi-Method Inquiry into the Differential Effectiveness of Consumer-Generated Advertising. Journal of Advertising, 42(4), 292-307.

      Mugge, R., Brunel, F., Schoormans, J. P., (2012). Consumer Response to Aesthetic Mass Customization. Journal of Creative Management, 4(3), 3-34.

      Brunel, F., Venkatesh, ., Digerfeldt-Månsson, T., Chen, S., (2012). Design Orientation: a Grounded Analysis of Design Thinking and Action. Marketing Theory, 12(3), 289-309.

      Brunel, F., Hibbard, J., (2006). Using Innovations in Student Teaming to Leverage Cross-Functional and Marketing Learning: Evidence from a Fully Integrated Undergraduate Core. Marketing Education Review, 16 (3), 15-23.

      Nelson, M. R., Brunel, F., Suppehellen, M., Manchanda, R. V., (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. Hillsdale, NJ.


      Ruth, J. A., 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), 385-403. Hillsdale, NJ.


      Brunel, F., Bloch, P. H., Arnold, T. J., (2003). Individual Differences in the Centrality of Visuaql Product Aesthetics: Concept and Measurement. Journal of Consumer Research, 29(4), 551-565. Gainesville, FL.


      Brunel, F., Nelson, M. R., (2003). Message Order Effects and Gender Differences in Advertising Persuasion: A Developmental Study among College Students. Journal of Advertising Research, 43(3), 330-341. West Nyak, NY.


      Brunel, F., Gregan-Paxton, J., Hibbard, J., Azar, P., (2002). 'So That's What That is': Examining the Impact of Analogy on Consumer's Knowledge Development for Really New Products. Psychology and Marketing, 19(6), 533-550.

      Ruth, J. A., Brunel, F., Otnes, C., (2002). Linking Thoughts to Feelings: Investigating Cognitive Appraisals and Consumption Emotions in a Mixed Emotions Context. Journal of the Academy of Marketing Science, 30(1), 44-58. Greenvale, NY.


      Hibbard, J., Brunel, F., Dant, R., Iacabucci, D., (2001). Does Relationship Marketing Age Well?. Business Strategy Review, 12(4), 29-35. Oxford.


      Brunel, F., Nelson, M., (2000). Explaining Gendered Responses to 'Help-Self' and 'Help-Others' Charity Ad Appeals: The Mediating Role of World-Views. Journal of Advertising,

      Brunel, F., Ruth, J. A., Otnes, C., (1999). Gift Receipt and the Reformulation of Interpersonal Relationships. Journal of Consumer Research, Gainesville, FL.


    Book Chapters:

      kim, S., Bickart, B., Brunel, F., Pai, S., (2013). Can Your Business Have 1 Million Friends? Understanding and Using Blogs as One-to-One Mass Media, Hershey, PA: Organizations and Social Networking: Utilizing Social CRM to Engage Consumers. Eldon Y. Li, Stanley Loh, Cain Evans and Fabiana Lorenzi (Eds.), Hershey, PA: IGI Global, pp 125-152.


      Toder Alon, A., Brunel, F., (2007). Dynamics of Community Engagement: The Role of Interpersonal Communicative Genres in Online Community Evolutions, Russ Belk and John Sherry (Eds.): Consumer Research Theory. Research in Consumer Behavior, Elsevier Ltd., pp 342-372.


      Toder-Alon, A., Brunel, F., Siegal, W. S., (2005). Ritual Behavior and Community Change: Exploring the Social Psychological Roles of Net Rituals in the Developmental Processes of Online Communities, in Online Consumer Psychology: Understanding and Influencing Consumer Behavior in the Virtual World, Curtis P. Haugtvedt, Karen A. Machleit, and Richard F. Yalch eds. (Lead Chapter), Mahwah, NJ: Lawrence Erlbaum Associates, Publishers, pp 7-33.


      Tietje, B., Brunel, F., (2005). Toward a Unified Implicit Brand Theory, in Applying Social Cognition to Consumer-Focused Strategy, Kardes, Frank R., Nerr, Paul M., and Nantel Jacques (eds.), Mahwah, NJ: Lawrence Erlbaum Associates, pp 135-154.


      Brunel, F., (1994). Contemporary French Managerial Values and Issues: A Review of the Literature, in Cross-Cultural Analysis of Values and Political Economy Issues, Dan Voich Jr. and Lee P. Stepina Eds., Westport, CT: Praeger Publishers, pp 79-88.


    Working Papers:

      Toder-Alon , A., Brunel, F., (2013). Word-of-Moms: Producing Motherhood via Online Community Word-of-Mouth Conversations. (19, 2012, ). : SSRN Boston U. School of Management Research Paper No. 2012-19 (rev. Dec. 2013).


      kim, S., Bickart, B., Brunel, F., Pai, S., (2013). Intimate Self-Disclosure with Strangers on Social Media: By Sharing Intimate Personal Stories, Can You Make Your Word-of-Mouth More Persuasive?”.

      Kiani, S., Kurian, D., Henkin, S., Desai, P., Brunel, F., Poston, R., (2012). Direct to Consumer Advertising of Robotic Heart Bypass Surgery: Effectiveness, Patient Satisfaction and Clinical Outcomes. (21, 2012, ). : SSRN Boston U. School of Management Research Paper No. 2012-21.


      Paulssen, M., Fournier, S., Brunel, F., (2011). Attachment Style and the Strength of Commercial Relationships: A Longitudinal Study. : Boston University School of Management Working Paper.


    Other Publications:

      Brunel, F., Edward, S., (2011). Citizens Bank: NICE Brand Redesign - Part A.: Boston University School of Management Case.


      Brunel, F., Edward, S., (2011). Citizens Bank: NICE Brand Redesign - Part B.: Boston University School of Management Case.


      Brunel, F., Lawrence, B., Fournier, S., (2010). Towards a Contingency Theory of Consumers’ Engagement with CGAS. Duluth: Advances in Consumer Research, Margaret C. Campbell and Jeff Inman and Rik Pieters (Eds.).


      Brunel, F., Srinivasan, S., (2009). The Bradford Group.: Boston University School of Management Case.


      Brunel, F., Utter, D., (2009). Phillips Foods, Inc.: Introducing King Crab to the Trade. London, Ontario: Ivey Publishing.


      Brunel, F., Utter, D., (2009). Teaching Note. Phillips Foods, Inc.: Introducing King Crab to the Trade. London, Ontario: Ivey Publishing.


      Brunel, F., Kumar-Batra, R., Chandran, S., (2009). When Good Looks Kill: An Examination of Consumer Response to Visually AttractiveProduct Design.: Advances in Consumer Research.


      Fournier, S., Brunel, F., (2008). Todos Somos Publicistas (We are all publicists now).: Expansion.


      Brunel, F., Swain, S., (2008). A Model of Product Aesthetic Evaluations. Memphis, TN: Advances in Consumer Research.


      Brunel, F., Dixon, J., (2008). Johnson & Johnson and Eprex 2002.: Boston University School of Management Case Series.


      Brunel, F., Hibbard, J., (2006). Teams That Work: The Science Behind the Art of Cross-Functional Team Learning.: Builders and Leaders.


      Brunel, F., Hibbard, J., (2002). CRM and the Test of Time: Does Familiarity Keep Breeding Profits?.: Builders and Leaders.


      Brunel, F., (2001). He Says, She Says: Two Versions of a 24-7 E-consumption Life. Provo, UT: Advances in Consumer Research, Mary C. Gilly and Joan Meyers-Levy. eds., Association for Consumer Research.


      Brunel, F., Yalch, R., (1996). Need Hierarchies in Consumer Judgments of Product Designs: Is It Time to Reconsider Maslow Theory?. Provo, UT: Advances in Consumer Research, Kim P. Corfman and John G. Lynch, Jr., eds., Association for Consumer Research.


      Brunel, F., Showers, L., Showers, V., (1994). Perceived Quality for a Symbolic Product: An Empirical Investigation.: Developments in Marketing Science, eds. Elizabeth J. Wilson and W. Black.


      Brunel, F., Simonin, B., (1993). International Strategic Alliances: Cross-National Differences in Motives and Their Impact on Structure, Function and Organization Learning Outcomes.: Proceedings of the Fourth Symposium on Cross-Cultural Consumer and Business Studies, eds. Albaum G. et al. .


  • Research PresentationsOpen or Close

    Invited Lectures:

      Brunel, F., (Presenter and Author), Research Day, Boston University School of Management, Using iPads in MBA Integrated Project, Boston University School of Management, Boston, MA. (May 4, 2012).

      Brunel, F., (Presenter and Author), 47th AMA-Sheth Doctoral Consortium, Managing the Early Years: Work Life Balance Issues, American Marketing Association, Seattle Wa. (June 16, 2012).

      Brunel, F., (Discussant), 47th AMA-Sheth Doctoral Consortium, Coaching of Doctoral Candidates Dissertation Proposals, American Marketing Association, Seattle, WA. (June 15, 2012).

      Brunel, F., (Discussant), 47th AMA-Sheth Doctoral Consortium, Research Identity and Scholarly Profile, American Marketing Association, Seattle, WA. (June 14, 2012).

    Accepted Lectures:

      Bickart, B., (Author Only), Brunel, F., (Author Only), Sogut, C., (Presenter & Author), 2014 Society for Consumer Psychology Conference, The Effect of Time of Message on the Emotional Content of Word-of-Mouth, Society for Consumer Psychology, Miami, FL. (March 6, 2014).

      Kim, S., (Presenter & Author), Bickart, B., (Author Only), Brunel, F., (Author Only), Pai, S., (Author Only), 2013 Consumer Brand Relationships Conference, Sharing Secrets with Strangers: Can You Make Social Media More Persuasive?, Institute for Brands and Brand Relationships, Boston, MA. (May 17, 2013).

      Sogut, C., (Presenter & Author), Bickart, B., (Author Only), Brunel, F., (Author Only), Advertising and Consumer Psychology Conference: Consumer Psychology in a Social Media World, Does eWOM Timing Matter? Prospective, Simultaneous and Retrospective Sharing, Society for Consumer Psychology, San Diego, CA. (June 13, 2013).

      Kim, S., (Author Only), Bickart, B., (Presenter & Author), Brunel, F., (Author Only), Pai, S., (Presenter & Author), 2013 European Association for Consumer Research Conference, Sharing Secrets with Strangers on Social Media: By Sharing Secrets, Can You Make Your Word-of-Mouth More Persuasive?, Association for Consumer Research, Barcelona, Spain. (July 5, 2013).

      Kim, S., (Author Only), Bickart, B., (Presenter and Author), Brunel, F., (Author Only), Pai, S., (Author Only), 2012 Association for Consumer Research Conference, How to Persuade 100,000 Friends? Understanding and Using Blogs as One-to-One Mass Media, Association for Consumer Research, Vancouver, BC. (October 6, 2012).

      Kareklas, I., (Presenter and Author), Brunel, F., (Presenter and Author), Coulter, R., (Presenter and Author), Association for Consumer Research Conference, When White Obscures Evaluations: The Influence of Automatic Color Preferences on Product, Race and Spokesperson Evaluations, Association for Consumer Research, Vancouver, BC, Canada. (October 6, 2012).

      Kim, S., (Presenter and Author), Bickart, B., (Author Only), Brunel, F., (Author Only), Pai, S., (Author Only), 2012 Marketing Science Conference, How to Persuade 100,000 Friends? Understanding and Using Blogs as One-to-One Mass Media, INFORMS, Boston, MA. (June 9, 2012).

      Kim, S., (Presenter and Author), Barbara , B., (Presenter and Author), Brunel, F., (Presenter and Author), Pai, S., (Presenter and Author), 2012 INFORMS Marketing Science Conference, How to Persuade 100,000 Friends? Understanding Blogs as One-to-One Mass Media, INFORMS, Boston. (June 7, 2012).

      Brunel, F., (Author Only), Fournier, S., (Presenter & Author), Lawrence, B., (Author Only), 11th International Marketing Trends Conference, Consuming The Consumer-Generated Ad, Venice, Italy. (January 20, 2012).

      Fournier, S., (Presenter and Author), Lawrence, B., (Author Only), Brunel, F., (Author Only), 11th International Marketing Trends Conference, Consuming the Consumer-Generated Ad, Venice, Italy. (January 20, 2012).

      Kim, S., (Presenter & Author), Bickart, B., (Author Only), Brunel, F., (Author Only), 39th Annual North American Conference, Too Much Information: How Expertise Disclosures Affect the Persuasiveness of Online Consumer Reviews, Association for Consumer Research, St. Louis, MO. (October 14, 2011).

      Kim, S., (Presenter and Author), Bickart, B., (Presenter and Author), Brunel, F., (Presenter and Author), Association for Consumer Research Conference, Too Much Information: How Expertise Disclosures Affect the Persuasiveness of Online Consumer Reviews, Association for Consumer Research, St louis, MO. (October 14, 2011).

      Brunel, F., (Presenter & Author), Fournier, S., (Presenter & Author), Lawrence, B., (Author Only), Research Day, Consuming The Consumer-Generated Ad, Boston University School of Management, Boston, MA. (June 14, 2011).

      Brunel, F., (Author Only), Kurian, D., (Presenter & Author), Kiani, S., (Presenter & Author), Henkin, S., (Author Only), Desai, P., (Author Only), Poston, R., (Author Only), International Society of Minimally Invasive Cardiac Surgery Annual Meeting, Advertising of Robotic Assisted Bypass Grafting: Effectiveness and Unintended Consequences, International Society of Minimally Invasive Cardiac Surgery, Washington D.C.. (June 8, 2011).

  • General ServiceOpen or Close

    Service to the School:

      Local, Boston University, Other Role. (2013 - Present).

      Local, School of Management, Curriculum Development Activities, Course/Module Design Lead, New MBA Curriculum - Mod II Lead. (January 2013 - Present).

      School of Management, Marketing Department, Navigator. (2013 - Present).

      Local, School of Management, Curriculum Development Activities, Course/Module Design Lead, New MBA Curriculum - Marketing Core Course Redesign & Coordination. (2012 - Present).

      Boston University, MBA Program, Faculty Director. (July 1, 2011 - June 30, 2013).
      Faculty Director MBA Career Community Program


      Student Organization, MBA Program, Student Org Advisor (Professional Org), MBA Marketing Club. (2009 - December 2013).

      Boston University, MBA Program, SMG Graduate Convocation . (2012 - Present).

      Boston University, MBA Program, Orientation. (2011 - Present).
      MBA Orientation/Preterm


      School of Management, MBA Program, PDC Member, MBA PDC. (January 2009 - Present).

      Boston University, MBA Program, Prepare/Grade Certification Exams, MK MBA Core Waiver Exam. (2009 - Present).

      Local, School of Management, Working Group/Task Force Participation, Committee Member, New MBA Redesign Task Force. (January 2011 - December 2011).

    Service to the Profession:

      International, Professional, Tenure Reviewer for Another Institution. (2011 - Present).

  • Conference ActivitiesOpen or Close

      2013 Association for Consumer Research European Conference, Barcelona Spain, July 4-7., Association for Consumer Research, Track Chair, Committee Chair. (August 1, 2012 - July 31, 2013).

      2012 ACR Conference, Association for Consumer Research, Member of the Conference Program Committee, Committee Member. (May 2011 - October 2012).

      47th Annual AMA/Sheth Foundation Doctoral Consortium., American Marketing Association, Panelist. (June 13, 2012 - June 16, 2012).

      2010 ACR Conference, Association for Consumer Research, Member of the Conference Program Committee, Committee Member. (September 1, 2009 - October 30, 2010).

      BU Brand Day - Creating value through marketing, Committee Member. (January 2009 - April 2009).

      2007 Association for Consumer Research North American Conference, Memphis, TN., Association for Consumer Research, Program Committee, Committee Chair. (September 1, 2006 - October 30, 2007).

      2007 Association for Consumer Research European Conference, Association for Consumer Research, Program Committee, Committee Member. (September 1, 2006 - August 31, 2007).

      World Conference on Mass Customization and Personalization, Boston (October)., Marketing Track Chair, Committee Chair. (December 28, 2007 - January 1, 2006).

  • Editorial And Review ActivitiesOpen or Close

    Brunel, F., Research Grants Reviewer, the Research Grant Council (RGC) of Hong Kong, Referee, International, Appointed, Academic. (January 1, 2010 - Present).

    Reviewer for grant proposals for the Research Grant Council (RGC) of Hong Kong - Hong Kong's principal public funding body to support academic research


    Brunel, F., Grant Reviewer, National Science Foundation, Referee, Appointed, Academic. (February 1, 2012 - March 31, 2012).
    Grant reviewer for the Decision, Risk and Management Science Program at the National Science Foundation.


    Brunel, F., European Journal of Marketing, Ad Hoc Reviewer, Papers, International. (2008 - Present).

    Brunel, F., Journal of Marketing, Ad Hoc Reviewer, Papers, International, Appointed, Academic. (May 2009 - Present).

    Brunel, F., Conference on Consumer Culture Theory, ACR, International, Academic. (2006 - Present).

    Brunel, F., Recherche et Applications en Marketing, Editorial Board Member, International, Appointed, Academic. (September 2007 - Present).
    Re-appointed for a new term starting January 2009


    Brunel, F., Journal of Consumer Research, Ad Hoc Reviewer, Papers, International, Academic. (2000 - Present).

    Brunel, F., Journal of Consumer Psychology, Ad Hoc Reviewer, Papers, International, Academic. (2004 - Present).

    Brunel, F., Journal of Retailing, Ad Hoc Reviewer, Papers, International, Academic. (2002 - Present).

    Brunel, F., Journal of Advertising, Ad Hoc Reviewer, Papers, International, Academic. (2004 - Present).

    Brunel, F., Marketing Education Review, Ad Hoc Reviewer, Papers, International, Academic. (2005 - Present).

    Brunel, F., North American, European and Asian Conferences, Association for Consumer Research, Ad Hoc Reviewer, Papers, International, Academic. (1998 - Present).

    Brunel, F., Society for Consumer Psychology Conference, Society for Consumer Psychology, Ad Hoc Reviewer, Papers, International, Academic. (2000 - Present).

    Brunel, F., Journal of the Academy of Marketing Science, Academy of Marketing Science, Ad Hoc Reviewer, Papers, International, Academic. (2000 - Present).

    Brunel, F., Summer and Winter Conferences, American Marketing Association, Ad Hoc Reviewer, Papers, International, Academic. (2001 - Present).

    Brunel, F., Journal of Applied Social Psychology, Ad Hoc Reviewer, Papers, International, Appointed, Academic. (2007 - 2011).

    Brunel, F., Programme de bourses d'enseignement en génie et en administration dans les universités québécoises, Ministère de l'Éducation, du Loisir et du Sport (MELS). Quebec, Canada, Editorial Board Member, National, Appointed, Academic. (June 2009 - August 2009).
    Invited to join a committee to review business education grants for the Education Ministry of Quebec, Canada


    Brunel, F., Journal of Public Policy and Marketing, Ad Hoc Reviewer, Papers, International, Academic. (1998 - 2008).

    Brunel, F., Marketing Track Chair, – 2007 World Conference on Mass Customization and Personalization, Associate Editor, International, One-Time Editorship (Edited One Issue, Edition, Etc.), Appointed, Academic. (2006 - 2007).

    Brunel, F., Dissertation Competition, Marketing Science Institute, Referee, International, Academic. (2006 - 2006).

    Brunel, F., Consulting Editor for Marketing textbooks, Marsh Publications, Associate Editor, International, Appointed, Professional. (2002 - 2006).

  • Academic, Military and Professional PositionsOpen or Close

    Associate Professor and Dean's Research Fellow, Boston University School of Management. (September 1, 2007 - Present).

    Assistant Professor, Boston University School of Management. (1998 - August 31, 2007).

    Visiting Scholar, Technical University, Delft, The Netherlands. (November 2005 - December 2005).

    Department of Product Innovation & Management


  • Awards and HonorsOpen or Close

    Consortium Faculty, 47th Annual American Marketing Association/Sheth Foundation Doctoral Consortium, Research. (June 2012).

    Commencement Faculty Speaker, Boston University Graduate School of Management, Service, University. (May 18, 2008).

    Keynote Speaker, American Marketing Assiociation Service SIG, Research. (June 6, 2008).

    2008 SERVSIG International Research University of Liverpool Management School, UK 5th-7th June 2008


    Dean's Research Fellow, Boston University School of Management, Research. (September 2007).

    Best Reviewer Award, Journal of Advertising, American Academy of Advertising, Service, Professional. (April 2007).

    2006 Excellence in Entrepreneurship and Pedagogical Innovation Award (shared award), Consortium of Entrepreneurship Centers, Teaching. (2006).

    Finalist for Best Workshop Award, USASBE/SBI Conference, Teaching. (2006).

    Faculty Speaker, Boston University School of Management Commencement. (2004).

    General Electric Team Learning Award, Boston University. (2004).

    Broderick Award for Service, Boston University School of Management. (2003).

    Outstanding Teaching Award, Ph.D Program, University of Washington, School of Business Administration. (1997).

    Lecturer of the Year, American Marketing Association University of Washington Student Chapter. (1995).

    Best Consumer Behavior Track Paper, The Academy of Marketing Science Conference. (1994).
    For the paper "Perceived Quality for a Symbolic Product: An Empirical Investigation"