BONNIN
BONNIN Gaël
PhD, Management
Gaël Bonnin is Professor of Marketing at NEOMA BS. His research areas are product and place design, adoption of technology products and narrative approaches of market construction. Gaël Bonnin's research have been published in journals or conferences as Recherches et Applications en Marketing, Journal of Retailing and Consumer Services, Journal of Business and Industrial Marketing, Advances in Consumer Research, European Marketing Academy Conference. He teaches UX-Design, innovation and qualitative methods at the graduate level, in PhD and DBA. At the executive level, he taught marketing & innovation in e-mba and, for several years, to top executives in one of the biggest retail chain in France. Finally, he coordinated or participated in several funded research project, at the regional or european level, on topics as companion robots for seniors, use of agricultural robots or the use of augmented reality on tourist sites.He was Research Director of NEOMA from January 2020 to November 2023.
The results of Gaël Bonnin’s research have appeared in several academic publications such as Recherches et Applications en Marketing, Journal of Retailing and Consumer Services, Advances in Consumer Research, and European Marketing Academy Conference.
He teaches in initial training, continuing education and research education (DBA, PhD) programmes on the subjects of Technology and Innovation Marketing, Design, Qualitative Studies (Ethnography, Videography).
BONNIN, G., P.ODOU, "Les stratégies de neutralisation de la pression normative par les consommateurs : le cas du téléchargement illégal", Recherche et Applications en Marketing, January 2014, vol. 29, no. 1, pp. 114-133
10.1177/0767370113505949
BONNIN, G., "Magasin et expérience de magasinage, le rôle de l'appropriation", Décisions Marketing, December 2002, no. 28, pp. 65-75
BONNIN, G., "Des instrumentalistes aux chineuses, quatre figures de la mobilité en magasin", Sciences de la Société, May 2002, no. 56, pp. 43-60
SUQUET, J.-B., A. ROUQUET, G. BONNIN, E. GRENIER, "Rapport rédigé pour la Direction du Développement économique, Commerce et Enseignement supérieur du Grand Reims", 2022
BONNIN, G., P.ODOU, "Neutralization theory and illegal downloading" Research seminar of the MCS research center. 2013, France
BONNIN, G., P.ODOU, "" I steal but I am not a thief ": Neutralization techniques and piracy" Research seminar of the CMAC pôle de recherche. 2012, France
BONNIN, G., L.PENALOZA, "Interpreting the consumer in firms: how managers use qualitative research?" 6th workshop on interprative consumer research organized by EIASM (European Institute for Advanced Studies in Management). 2011, Denmark
BONNIN, G., "The role of physical behaviour and spatial configuration in service encounter: two exploratory studies in a retail context" 8th International Research Seminar in Service Management. 2004, France
BONNIN, G., "Physical Behaviour in Stores and Spatial Configuration : Two Exploratory Studies" 6th Annual Retail Strategy and Consumer Decision Research Seminar of the Society for Marketing Advances (SMA). 2003, United States
RODRIGUEZ, M., G. BONNIN, V. CARRILLO CORTINA, "Black Mirror dystopian reflections: The role of cultural narratives in shaping market dynamics" in 8th Interdisciplinary Market Studies Workshop, 2025, Stockholm, Sweden Coauthorspresented
BONNIN, G., M. R. ALFONSO, "The paradoxical role of dystopian Sci-fi in consumer expectations: fearful legitimization through social imaginaries" in 8th Interdisciplinary Market Studies Workshop, 2025, Stockholm, Sweden
ALFONSO, M. R., G. BONNIN, A. CAICEDO, V. CARILLO, "Black Mirror reflections: The role of dustopian narratives in shaping technological innovations and market dynamics" in Consumer Culture Theory Conference, 2025, London, United Kingdom
BONNIN, G., S. NIKOV, "A ‘world-upside-down’: Misinformation as a strategic weapon of resistance'" in Consumer Culture Theory Conference, 2025, London, United Kingdom
BONNIN, G., "Montée en gamme des entreprises: comment favoriser l'innovation dans les PME régionales ?" in 8èmes assises recherché et entreprises, 2013, France
BONNIN, G., P.ODOU, "'I steal but I am not a thief': an analysis of neutralization techniques in the case of illegal downloading" in 7th Consumer Culture Theory Conference, 2012, United Kingdom
BONNIN, G., "L'innovation : pourquoi, comment?" in Les chemins de l'innovation, 2012, France
BONNIN, G., L.PENALOZA, "Respresenting the consumer : how firms use qualitative research ?" in 6th Workshop on interpretative consumer research European Institute for Advanced Studies in Management(EIASM), 2011, Denmark
BONNIN, G., "Design d'espace et expérience client: quels impacts? quels management?" in Journée ADETEM Distribution, 2010, France
BONNIN, G., "Comportements des consommateurs au point de vente" in Conférence ADETEM-POPAI, 2009, France
BONNIN, G., "Consumers & Technologies: What Strategies for Retailers?" in Journées de recherche marketing et distribution du PICOM (Pôle de Compétitivité des Industries du Commerce), 2009, France
BONNIN, G., "L'apport des approches culturelles de la consommation au marketing" in Conférence Argus de l'Assurance, 2007, France
BONNIN, G., "L'impact du design d'espace de vente" in Conférence ANVIE, 2007, France
BONNIN, G., "Comment le consommateur réagit aux stimuli sensoriels et sonores sur le point de vente ?" in 1ère rencontre du marketing sonore opérationnel, 2006, France
BONNIN, G., "Le design d'espace de vente et de service : quels enjeux pour les producteurs et les distributeurs" in Conférence ADETEM, 2005, France
BONNIN, G., A. GOUDEY, Marketing pour Ingénieurs, Collection Marketing sectoriel, 2010
MANCHANDA, P., A. SMART, G. BONNIN, V. DUTHOIT-SAINT-GEORGES, "Understanding visitor experience interactions at cultural heritage sites: A text analytics approach" in CAUTHE 2020, pp. 594-598, 2020
DOI : https://search.informit.com.au/documentSummary;dn=049619621087039;res=IELBUS
RODRIGUEZ, M., G.BONNIN, "Technology in business markets: toward a cultural perspective." in 32nd IMP-conference, 2016, Poznan, Poland
RODRIGUEZ, M., G.BONNIN, "Narrative strategies to give sense to new technology: the case of Cisco’s Tomorrow starts here campaign." in IMP conference, 2016, Poznan, Poland
BONNIN, G., M. BAKPAYEV, A. GOUDEY, "Meet the Robot: Nao’s Chronicle", European Marketing Academy, 2015, Leuven, Belgium
BONNIN, G., A. GOUDEY, M. BAKPAYEV, "Meet the Robot: Nao’s Chronicle", Association for Consumer Research, 2014, Baltimore, United States
BONNIN, G., "The co-production of protest: the pivotal role of webzines in the framing of an advertising counter-campaign." in International Centre for Anti-consumption Research ICAR Conference, Christian Albrecht Universität, 2014, Germany
BONNIN, G., A. GOUDEY, "Can Sensory Stimulation Decrease Rumination? An Exploration of the Influence of Senses on Repeated Mental Simulation" in ACR (Association for consumer research) Conference, 2013, United States
BONNIN, G., P. ODOU, G. ROBERTS, "Using social media networks in Russia to (re)construct collective memories and build brand identity" in ACR (Association for Consumer Research) conference, 2013, United States
GOUDEY, A., G. BONNIN, "Do You Have to Look Like a Human to Be Smart? An Exploratory Study of the Influence of Anatomy and Expressivity of Domestic Robots" in ACR (Association for Consumer Research) Conference, 2013, United States
GOUDEY, A., G. BONNIN, "Design d'espace : la nécessaire intégration de l'ergonomie" in 14e Colloque Etienne THIL, 2011, France
BONNIN, G., "Market Places in everyday life, The role of appropriation for the study of consumers-marketplaces relationships" in 9th International Conference on Marketing and Development: Marketing Contributions to Prosperity and Peace, 2005, Greece
BONNIN, G., "Physical environment and service experience: An appropriation-based model" in International Conference on Services Management, 2005, India
BONNIN, G., O. SEGARD, P. VIALLE, "Relationship Marketing and Innovation: The Case of the Launch of Wireless Local Loop Telecommunication Services in France" in International Conference on Services Management, 2005, India
BONNIN, G., O. SEGARD, P. VIALLE, "An analysis of the role of relational assets from a resource-based view: the case of the failure of wireless local loop providers in France" in 15th ITS-Europe Regional Conference, 2004, Germany
BONNIN, G., "New Technology Benefits versus Relational Market-Based Assets : The Case of the Failure of Internet Wireless Local Loop Service Providers in France" in 19th annual IMP (Industrial Marketing and Purchasing group) conference, 2003, Switzerland
BONNIN, G., "Une étude interculturelle des systèmes proxémiques français et tunisiens" in 19ème congrès de l'Association Française du Marketing, 2003, Tunisia
BONNIN, G., "Le comportement physique du magasineur au point de vente : Du déplacement à la production d'expérience par les pratiques d'appropriation" in 3e Colloque Etienne THIL, 2000, France
BONNIN, G., "L'acte de magasinage : description et interprétation des pratiques spatiales des individus en rayon" in 15e Congrès International de l'Association Française du Marketing, 1999, France
BONNIN, G., "L'évolution de la mission de l'entreprise de distribution : du point de vente comme espace économique au magasin comme espace de loisir" in 2e Colloque Etienne THIL, 1999, France
BONNIN, G., "L'utilisation de l'odeur d'ambiance comme variable d'influence des comportements en magasin : Quelles justifications ?" in 1er Colloque Etienne THIL, 1998, France
BONNIN, G., "Une typologie des pratiques spatiales des consommateurs en magasin" in 3ème Journée de Recherche en Marketing de Bourgogne, 1998, France
BONNIN, G., A. GOUDEY, S. MBONGUI-KIALO, "Comment favoriser la diffusion des Gérontechnologies ? Une approche par la théorie du cadrage" in Des services à la personne à la silver économie ? : Comment accompagner le vieillissement de la population à domicile sur les territoires aujourd'hui et demain ?., Sébastien Payre Ed., Editions MPE et EMS, collection Management & Prospective, 2017
BONNIN, G., S.BORGHINI, P.MACLARAN, V.COVA, "The ecology of the marketplace experience: from consumers' imaginary to design implications" in Marketing Management: A cultural perspective., PENALOZA Lisa, TOULOUSE Nil, VISCONTI Luca Eds, Routledge, pp. 408-426, 2011
BONNIN, G., "La logistique de distribution face aux nouveaux comportements du consommateur" in Faire de la recherche en logistique et distribution ?., FABBE-COSTES Nathalie, COLIN Jacques, PACHE Gilles Eds, Collection FNEGE, pp. 249-259, 2000
BONNIN, G. - "L'appli indispensable des familles de demain, citation de Gaël Bonnin & Mohamed Amine Znaidi , propos recueillis par Aurélie Beaussart L'Union" - 2019, Reims
BONNIN, G., A. GOUDEY, "Creating a hospitable hospital: How colors, music, and scent in the servicescape reduce rumination and enhance the patient waiting experience", International Journal of Hospitality Management, July 2025, vol. 128
DOI : 10.1016/j.ijhm.2025.104155
BONNIN, G., S. NIKOV, "Alternative Worlds: Misinformation and Tactics of Resistance" Forthcoming Advances in Consumer Research
BONNIN, G., M. BAKPAYEV, "Making Sense of Really New Technologies: How Seniors Construct Meaning in Robot Encounters" Forthcoming Advances in Consumer Research
BONNIN, G., M. C. ZANETTE, "Au cœur des villes, la consommation locale n’atteint pas toujours le cœur de la clientèle", The Conversation, December 2024
BONNIN, G., A. SINNO, "The Effect of Warning Messages on Fake News Diffusion: The Role of Emotions", Advances in Consumer Research, October 2022, vol. 50
BONNIN, G., "The roles of perceived risk, attractiveness of the online store and familiarity with AR in the influence of AR on patronage intention", Journal of Retailing and Consumer Services, January 2020, vol. 52, pp. 101938
DOI : https://doi.org/10.1016/j.jretconser.2019.101938
BONNIN, G., M.RODRIGUEZ, "The narrative strategies of B2B technology brands", Journal of Business & Industrial Marketing, June 2019, vol. 37, no. 4, pp. 1448-1458
DOI : 10.1108/JBIM-03-2019-0112
GOUDEY, A., G.BONNIN, "Un objet intelligent doit-il avoir l'air humain ? Etude de l'impact de l'anthropomorphisme d'un robot compagnon sur son acceptation", Recherche et Applications en Marketing, April 2016, vol. 31, no. 2, pp. 3-22
DOI : 10.1177/0767370115617914
BONNIN, G., P.ODOU, "Les stratégies de neutralisation de la pression normative par les consommateurs : le cas du téléchargement illégal", Recherche et Applications en Marketing, January 2014, vol. 29, no. 1, pp. 114-133
DOI : 10.1177/0767370113505949
BONNIN, G., A.GOUDEY, "L'ergonomie : Une composante marginalisée du design d'espace de vente ?", Décisions Marketing, January 2012, no. 65, pp. 21-30
BONNIN, G., A.GOUDEY, "The Kinetic Quality of Store Design: An Exploration of its Influence on Shopping Experience", Journal of Retailing and Consumer Services, November 2012, no. 6, pp. 637-643
BONNIN, G., P.ODOU, "Les communautés imaginées, un territoire d'action marketing ? Le cas de l'entreprise de rencontre en ligne Meetic", Décisions Marketing, April 2010, no. 58, pp. 27-36
BONNIN, G., S.JEAN, "La pratique de " l'orientation client " : le cas de Findus", Décisions Marketing, July 2010, no. 59, pp. 67-70
BONNIN, G., "Physical environment and service experience: An appropriation-based model", Journal of Services Marketing, July 2006, no. special issue, pp. 45-66
BONNIN, G., O.SEGARD, P.VIALLE, "Relationship Marketing and Innovation: The Case of the Launch of Wireless Local Loop Telecommunication Services in France", Journal of Services Marketing, December 2005, no. special issue, pp. 149-171
BONNIN, G., D.DION, "Une étude comparative des systèmes proxémiques français et tunisiens", Recherche et Applications en Marketing, September 2004, vol. 19, no. 3, pp. 45-60
BONNIN, G., "La mobilité du consommateur en magasin : une étude exploratoire de l'influence de l'aménagement spatial sur les stratégies d'appropriation des espaces de grande distribution", Recherche et Applications en Marketing, December 2003, vol. 18, no. 3, pp. 7-29
BONNIN, G., "Magasin et expérience de magasinage, le rôle de l'appropriation", Décisions Marketing, December 2002, no. 28, pp. 65-75
BONNIN, G., "Des instrumentalistes aux chineuses, quatre figures de la mobilité en magasin", Sciences de la Société, May 2002, no. 56, pp. 43-60
BONNIN, G. - "L'appli indispensable des familles de demain, citation de Gaël Bonnin & Mohamed Amine Znaidi , propos recueillis par Aurélie Beaussart L'Union" - 2019, Reims