Nom
UNTILOV
Prénom
Olga
Nom
UNTILOV
Prénom
Olga
-
TitreAssistant Professor
- Chair co-holder, Comportements des Consommateurs
photo_cv
Department
Département
Marketing
Teaching areas
Domaine d’enseignement
Marketing
Corporate Social Responsibility
Research areas
Domaine de recherche
Marketing
Skills
Marketing
Food marking and tattooing
Food industry
Retail
Consumer Behavior
Corporate Social Responsibility
Cognitive bias
Biography
Biographie
With a PhD in Management Sciences, my main research interest is responsible consumption, which involves organic and local products, and optimised packaging. The subject of my thesis revolves around quality and origin labels, and the congruence consumers seek between these two signals. Still, with the purpose of analysing responsible consumption, I'm part of a research team studying the place of virtual reality in an omnichannel customer journey, and how this technology can contribute to more sustainable purchasing behavior.
Diplomas
Doctorate in Marketing
Université Savoie Mont Blanc, Annecy
(2020)
Master 2, Statistics
Université Savoie Mont Blanc, Annecy
(2016)
Licence, Business administration, Finance
Babeș-Bolyai University, Cluj-Napoca
(2013)
Experiences
Chair co-holder, Comportements des Consommateurs
Audencia Business School, Nantes
Since 2025
GIFT Ambassador for the Marketing department
Audencia Business School, Nantes
2024 - 2025
Head of a specialization pole - International Development - ABM3
Audencia Business School, Nantes
2021 - 2024
Teaching and Research Assistant (ATER)
Université Jean Moulin - Lyon III, Lyon
2019 - 2020
Contractual PhD student with teaching mission (DCE)
Université Savoie Mont Blanc, Annecy
2017 - 2019
Research Assistant (PrimeFish), Institut de Recherche en Gestion et Economie (IREGE)
European commission - H2020
2015 - 2019
Visiting out
2026 - 2026
Southwestern University of Finance and Economics (SWUFE), China (PRC) : Professeur invité
2024 - 2024
Southwestern University of Finance and Economics (SWUFE), China (PRC) : Visiting professor
2022 - 2022
Universitatea de Stat din Moldova, Moldova : Pedagogical intervention for the State University of Moldova for the Innovation Marketing course
Publications
Published
UNTILOV O., LOUIS D., CHARTON-VACHET F., LOMBART C., (2026). L’utilisation des allégations substantielle et d’association - Le cas des produits biologiques locaux en GSS bio.
Revue Française de Gestion, 2 (327), 53-83
UNTILOV O., LOUIS D., LOMBART C., SIRIEIX L., (2026). From shelf signalling to delisting: CSR commitment and consumer response to nationally sourced organic private-label products.
International Journal of Retail and Distribution Management, 54 (5), 502-516
PFIFFELMANN J., UNTILOV O., JOHN THØGERSEN J., ALINE GENGENBACH A., CHIARA MIONETTO C., (2025). Comparer des pommes à des oranges: L'ambivalence des consommateurs à l'égard d'une éco-innovation—le marquage laser des fruits biologiques.
Recherche et Applications en Marketing, 40 (1), 8-50
PFIFFELMANN J., UNTILOV O., THOGERSEN J., FRANCK R., (2025). Conflicting consumer beliefs influencing eco-innovation adoption: Motives and barriers for accepting the laser marking of organic products.
Psychology and Marketing, 42 (3), 866-891
UNTILOV O., LOUIS D., CHARTON-VACHET F., LOMBART C., (2025). Grocery retailers’ CSR: the role of claim type.
International Journal of Retail and Distribution Management, 53 (2), 129-150
VECCHIETTI G., DYUSSEMBAYEVA S., VIGLIA G., UNTILOV O., NASSAR M., (2025). It is very traditional, you must try it! The role of traditional breakfast in family-run hotels.
International Journal of Hospitality Management, 127 (104120), 1-7
LOMBART C., UNTILOV O., CHARTON-VACHET F., LOUIS D., (2025). The virtual store: a new shopping channel that generates value and well-being for Gen Z customers.
Journal of Consumer Behavior, 24 (3), 1522-1540
LOUIS D., DURIF F., LOMBART C., UNTILOV O., CHARTON-VACHET F., (2025). PACKAGING-FREE PRODUCT DISPLAYS: EFFECTIVE LEVERAGE TO ENCOURAGE PURCHASES.
International Journal of Retail and Distribution Management, 53 (8), 739-754
LOUIS D., DURIF F., LOMBART C., UNTILOV O., CHARTON-VACHET F., (2024). Consumer reactions to packaging-free product dispensers: a variety of buyers’ profiles to consider.
International Journal of Retail and Distribution Management, 52 (10-11), 1057-1072
LOUIS D., LOMBART C., GRAPPE C., DURIF F., CHARTON-VACHET F., UNTILOV O., (2023). What claims best convey the quality of retailers’ standard private label products?.
International Journal of Retail and Distribution Management, 51 (11), 1569-1587
UNTILOV O., GANASSALI S., (2020). Product-Harm Science Communication: The Halo Effect and its Moderators.
Journal of Consumer Affairs, 54 (3), 1002-1027
Press articles
Professional conference
Scientific activities
Reviewer for an academic journal
Recherche et Applications en Marketing
2026
International Journal of Retail &Distribution Management
2026
Psychology & Marketing
2026
M@n@gement
2026
International Journal of Retail &Distribution Management
2025
Awards and honors
AFM-SIM grant, 2024
Best Communication Award, 4ème Journée du Marketing & Développement Durable (JMDD) (thematic day with the AFM label), 2023
Thil Bronze award for best communication 2022, 2022
Best Communication Award, 14ème Journée AFM du Marketing Agroalimentaire, 2019
Best Communication Award, International Conference on Enhancing Consumer Awareness, 2019
Fellowship for a research visiting (10 weeks) at MAPP laboratory of the University of Aarhus, in collaboration with Professor John Thøgersen, 2018
Fellowship for a research visiting (10 weeks) at MAPP laboratory of the University of Aarhus, in collaboration with Professor John Thøgersen, 2018