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Department
Département
Marketing
Teaching areas
Domaine d’enseignement
Sector Marketing
Marketing research
Research Methodology in Management
Social Marketing
Integrated Marketing Communication
Research areas
Domaine de recherche
Social Marketing
Sustainable Marketing
Consumer Behavior
Transformative Consumer Research
Biography
Biographie
Linda Lemarié, Ph.D., is an Associate Professor of Marketing at Audencia Business School in Nantes, France. She holds a Ph.D. in Administration from HEC Montréal, where she also served as a lecturer and postdoctoral researcher.
Prior to joining Audencia in 2019, she taught at the École des Hautes Études en Santé Publique (EHESP, France) and was a faculty member at the University of Neuchâtel (Switzerland) starting in 2015. At Audencia, she has held several academic leadership roles, including Co-Head of the Marketing Department and Head of Research until August 2025.
Her research focuses on social marketing, consumer behavior, advertising regulation and strategy, and road safety. More broadly, her work examines how marketing practices and public policy can influence consumer decision-making and promote socially responsible behaviors.
Diplomas
PhD in Marketing
HEC Montréal, Montréal
(2013)
CAPET Economie et Gestion option Communication
Ministère de l'Education Nationale, Marseille
(2006)
M.Sc. in Marketing
Université de Paris IX - Dauphine, Paris
(2005)
Experiences
Head of Research -Marketing Department
Audencia Business School, Nantes
2019 - 2025
Assistant Professor, Holder of the Chair of Advertising
University of Neuchâtel
2015 - 2019
Assistant Professor
Ecole des Hautes Etudes en Santé Publique (EHESP), Rennes
2014 - 2015
Post-Doctoral Researcher
HEC Montréal, Montréal
2013 - 2013
Research assistant and lecturer
HEC Montréal, Montréal
2009 - 2013
Sales Promotion Manager
Yves Rocher, Rennes
2005 - 2006
Other experiences
High school teacher - Management
Académie de Versailles
2006 - 2008
Publications
Published
PUNTIROLI M., PINO G., BEZENÇON V., LEMARIE L., (2025). Not My Responsibility: The Framing of Autonomous Systems Impacts Sustainable Choices.
Computers in Human Behavior, 170 (September 2025), 108685
ACUTI D., LEMARIE L., VIGLIA G., (2024). The impact of communication and proximity on citizens’ sustainable disposal of e-waste.
European Journal of Marketing, 58 (7), 1681-1690
NAYLA KHAN N., ACUTI D., LEMARIE L., VIGLIA G., (2024). The intention-behaviour gap in sustainable hospitality: a critical literature review.
International Journal of Contemporary Hospitality Management, 36 (5), 1627-1646
LAGOMARSINO M., LEMARIE L., (2024). Hope for the Environment : Influence of Goal and Temporal Focus of Emotions on Behavior.
International Journal of Consumer Studies, 48 (2), e13020
ACUTI D., LEMARIE L., VIGLIA G., (2023). How to enhance the sustainable disposal of harmful products.
Technological Forecasting and Social Change, 186 (Part B), 122151
COZZIO C., VIGLIA G., LEMARIE L., CERUYTI S., (2023). Toward an integration of blockchain technology in the food supply chain.
Journal of Business Research, 162 (July 2023), 113909
LAGOMARSINO M., LEMARIE L., (2022). Should companies hope instead? The role of verbal cues in consumers' evaluation of cause-related marketing (CRM).
Psychology and Marketing, 39 (1), 227-238
CHEBAT D., LEMARIE L., ROTNEMER B., TALBI T., WAGNER M., (2021). The Young and the Reckless: Social and Physical Warning Messages Reduce Dangerous Driving Behavior in a Simulator. .
Journal of Retailing and Consumer Services, 63 (November 2021), Article N° 102701
LEMARIE L., LANZ B., BEZENÇON V., (2020). When self-perceived efforts lead to perseverance: implications for the development of pro-environmental behaviors.
Advances in Consumer Research, 47 (2019), 728-729
PUNTIROLI M., BEZENÇON V., PINO G., LEMARIE L., (2020). When Technology Backfires and when it Succeeds: Positive and Negative Effects of Eco-efficient Automation on Consumers Choices.
Advances in Consumer Research, 47 (2019), 817-818
LAGOMARSINO M., LEMARIE L., PUNTIROLI M., (2020). When saving the planet is worth more than avoiding destruction. The importance of message framing when speaking to egoistic individuals.
Journal of Business Research, 118 (Septembre 2020), 162-176
LEMARIE L., BELLAVANCE F., CHEBAT J.-C., (2019). Regulatory focus, time perspective, locus of control and sensation seeking as predictors of risky driving behaviors.
Accident Analysis and Prevention, 127 (June 2019), 19-27
LEMARIE L., GIRARDIN F., (2019). Doing Worse by Doing Good: How Corporate Social Responsibility Makes Products Less Dangerous.
Advances in Consumer Research, 46 (2018), 679-680
LEMARIE L., CHEBAT J.-C., BELLAVANCE F., (2018). Reckless driving promotion and prevention: priming effects.
Journal of Social Marketing, 8 (2), 220-236
LEMARIE L., CHEBAT J.-C., (2015). Temptation and Prevention provided by the gambling industry : Main and interactive effects on gamblers.
Recherche et Applications en Marketing, 30 (4), 51-63
MICHON R., CHEBAT J.-C., YU H., LEMARIE L., (2015). Fashion orientation, Shopping Mall Environment And Patronage Intentions : A study of Female Fashion Shoppers.
Journal of Fashion Marketing and Management, 19 (1), 3-21
LEMARIE L., CHEBAT J.-C., (2013). To resist or to comply : Promoting responsible gambling among youth.
Journal of Business Research, 66 (1), 137-140
LEMARIE, L., VAN DEN BERGH, B., BEZENÇON, V., LANZ, B. (2025). Efforts as drivers of perserance : How effort fuels pro-environmental behaviors. Lalonde Conference.
LEMARIE, L. (2025). Not My Responsibility: The Framing of Automated Systems Impacts Sustainable Choices. Just Transition - Interdisciplinary Insights for Sustainable Pathways.
LEMARIE, L., CRISAFULLI, B., SINGH , J. (2024). When and how non-profit organizations are condemned for socially irresponsible acts : The role of hypocrisy. ACR Conference.
LEMARIE, L., GIRARDIN, F., RUSSELL, C. (2024). The Dark Side of CSR: Can It Affect Consumers' Perceptions of Product Harm? Structured Abstract. AMS Annual Conference.
LEMARIE, L., BEZENÇON, V., LANZ, B. (2023). A new perspective on the design of incentives promoting pro-environmental behavior. EMAC Annual Conference.
LEMARIE, L., BEZENÇON, V., LANZ, B. (2023). The role of perceived effort. European ACR.
LAGOMARSINO, M., LEMARIE, L. (2018). Triggering emotions to promote pro-environmental behaviors. The role of temporal focus and gender., EMAC Annual Conference,.
LAGOMARSINO, M., LEMARIE, L. (2018). Do All Emotions Promote Pro-Environmental Behaviors? The Role of Emotions in Temporal Focus., AMA's annual Marketing and Public Policy Conference.
LAGOMARSINO, M., LEMARIE, L. (2017). The effect of hope on adopting pro-environmental behaviors. Is it hope just for women?., EMAC Annual Conference.
LEMARIE, L., BELLAVANCE, F., CHEBAT, J.-C., BABIN, L. (2017). Road Safety Messages and Drivers Regulatory Orientation., Academy of Marketing Science, World Marketing Congress.
LEMARIE, L., BELLAVANCE, F., CHEBAT, J.-C. (2017). Promoting road safety : tailoring road safety messages to the specific characteristics of dangerous drivers., International Marketing Trends Conference.
Scientific activities
Member of the editorial board of an academic journal
International Journal of Consumer Studies
2024
Reviewer for an academic journal
BMC Public Health
2024
Journal of Sustainable Tourism
2024
Journal of Business Ethics
2023
Psychology and Marketing
2022
Journal of Retailing and Consumer Services
2021
Journal of Applied Social Psychology
2020
Reviewer for the Journal of Social Marketing
2019
Reviewer for the Journal of Business Research
2019
Awards and honors
Best Reviewer Award 2024 - International Journal of Consumer Studies, 2025
MORT VERSUS OSTRACISME : DEUX STRATÉGIES DE COMMUNICATION DU RISQUE VERS LES JEUNES CONDUCTEURS QUÉBÉCOIS, 2011
Doctoral supervision
(2019) M. LAGOMARSINO : UNVEILING THE ROLE OF HOPE IN GUIDING BEHAVIOR..