Frederic Brunel

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.

GSM ES742 M1 Career Community 2

GSM IM851 A1 European Field Seminar

Journal Articles:

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,

Toder-Alon, A., Brunel, F., Fournier, S., (2013). Word-of-Mouth Rhetorics in Social Media Talk. Journal of Marketing Communications: Special Issue on Word-of-Mouth and Social Media,

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., 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. J., (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.), IGI Press.

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..

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.

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.

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.

Other Publications:

Kim, S., Bickart, B., Brunel, F., Pai, S., (2013). How to Persuade 100,000 Friends? Understanding Blogs as One-to-One Mass Media. Duluth: Advances in Consumer Research.

Kareklas, I., Brunel, F., Coulter, R., (2013). When White Obscures Evaluations: The Influence of Automatic Color Preferences on Product, Race and Spokesperson Evaluations. Duluth: Advances in Consumer Research.

Brunel, F., Mugge, R., Schoormans, J. P., (2012). Consumer Response to Aesthetic Mass Customization. (27, 2012, ).: SSRN - Boston U. School of Management Research Paper.

Brunel, F., Venkatesh, ., Digerfeldt-Månsson, T., Chen, S., (2012). Design Orientation: a Grounded Analysis of Design Thinking and Action. (20, 2012, ).: SSRN - Boston U. School of Management Research Paper.

Toder-Alon , A., Brunel, F., (2012). Word-of-Moms: Producing Motherhood via Online Community Word-¬of-¬Mouth Conversations. (19, 2012, ).: SSRN - Boston U. School of Management Research Paper.

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 .

Kareklas, I., Brunel, F., Coulter, R., (2012). Judgment is Not Color Blind: Disentangling Automatic Color and Race Preferences. (2012, 12, ).: SSRN - Boston U. School of Management Research Paper .

Kim, S., Bickart, B., Brunel, F., Pai, S., (2012). Can Your Business Have 1 Million Friends? Understanding and Using Blogs as One-to-One Mass Media. (13, 2012, ).: SSRN - Boston U. School of Management Research Paper.

Kim, S., Bickart, B., Brunel, F., (2012). Too Much Information: How Expertise Disclosures Affect the Persuasiveness of Online Consumer Reviews. Duluth: Advances in Consumer Research, Rohini Ahluwalia, Tanya Chartrand, and Rebecca Ratner (Eds.).

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.

Mugge, R., Brunel, F., Schoormans, J., (2010). Consumer Responses to the Mass-Customization of Product Aesthetics. Duluth: Advances in Consumer Research, Margaret C. Campbell and Jeff Inman and Rik Pieters (Eds.).

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., 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., Hibbard, J., Dant, R., Iacabucci, D., (2001). Diminishing Returns in Relationship Marketing. Montreal, CA: Proceedings of the 9th International Colloquium in Relationship Marketing, Michele Paulin and Ronald Ferguson, eds..

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., (1998). A gendered Psychology of Product Aesthetics: Female and Male Differences in Product Evaluations and Inferences about Form and Function.: Proceedings of the Fourth Conference on Gender, Marketing and Consumer Behavior.

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. .

Kim, S., Bickart, B., Brunel, F., Pai, S., Does Intimate Disclosure Make Bloggers More Influential? The Role of Relationship Type.

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:

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., (Presenter and Author), Brunel, F., (Presenter and Author), Association for Consumer Research Conference, How to Persuade 100,000 Friends? Understanding Blogs as One-to-One Mass Media, Association for Consumer Research, Vancouver, BC, Canada. (October 6, 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).

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).

Service to the School:

Student Organization, MBA Program, Student Org Advisor (Professional Org), MBA Marketing Club, approximately 20 hours spent for the year. (2009 - Present).

Boston University, MBA Program, Orientation, approximately 10 hours spent for the year. (2011 - Present).


MBA Orientation/Preterm



Boston University, MBA Program, SMG Graduate Convocation , approximately 5 hours spent for the year. (2012 - Present).

Boston University, MBA Program, Prepare/Grade Certification Exams, MK MBA Core Waiver Exam, approximately 12 hours spent for the year. (2009 - Present).

Service to the Profession:

International, Professional, Tenure Reviewer for Another Institution, approximately 12 hours spent for the year. (2011 - Present).

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).

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

2007 Association for Consumer Research North American Conference, Memphis, TN., Association for Consumer Research, Program Committee, Committee Member. (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).

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

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.

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

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