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BORGES Adilson

HDR (Authorization to supervise research), Business Administration

Adilson is IRC Professor of Marketing. Adilson is actually serving as the President-Elected for the Academy of Marketing Science. He has been involved with the AMS in numerous ways including co-chairing the 41st AMS Annual Conference in New Orleans in 2012, the 15th World Marketing Congress in 2011 in Reims and the 2005 AMS International Retail Symposium also in Reims. Adilson’s research appears in numerous academic outlets including Journal of Consumer Psychology, Marketing Letters, Journal of Business Research, Journal of Retail and Consumer Services, Journal of Advertising, Journal of Consumer Marketing, Recherche et Application en Marketing, and the Journal of Retail and Distribution Management. He is serving as the Associate Editor of the Journal of Consumer Marketing. He also serves as an Editorial Review Board Member on the Journal of the Academy of Marketing Science, Journal of Business Research and Journal of Marketing Theory and Practice. He has lectured in many countries including France, the USA, South Africa, China and Brazil.

Areas of research

Consumer Behaviour, Persuasion, Retail Marketing, Social Marketing

Recent academic contributions

  • BABIN, B., W.ZHUANG, A.BORGES, "Managing service recovery experience: Effects of the forgiveness for older consumers", Journal of Retailing and Consumer Services, January 2021, vol. 58, pp. 102222
    DOI : 10.1016/j.jretconser.2020.102222
  • HERTER, M. M., A. BORGES, D. COSTA PINTO, "Which emotions make you healthier? The effects of sadness, embarrassment, and construal level on healthy behaviors", Journal of Business Research, June 2021, vol. 130, pp. 147-158
    DOI : 10.1016/j.jbusres.2021.03.016
  • COSTA PINTO, D., A.BORGES, M.MAURER HERTER, M.FERREIRA, "Reducing Ingroup Bias in Ethical Consumption: The Role of Construal Levels and Social Goodwill", Business Ethics Quarterly, January 2020, vol. 30, no. 1, pp. 31-63
    DOI : 10.1017/beq.2019.25

Academic Journals

  • HERTER, M. M., A. BORGES, D. COSTA PINTO, "Which emotions make you healthier? The effects of sadness, embarrassment, and construal level on healthy behaviors", Journal of Business Research, June 2021, vol. 130, pp. 147-158
    DOI : 10.1016/j.jbusres.2021.03.016
  • BABIN, B., W.ZHUANG, A.BORGES, "Managing service recovery experience: Effects of the forgiveness for older consumers", Journal of Retailing and Consumer Services, January 2021, vol. 58, pp. 102222
    DOI : 10.1016/j.jretconser.2020.102222
  • GILBOA, S., I.VILNAI-YAVETZ, V.MITCHELL, A.BORGES, K.FRIMPONG, N.BELHSEN, "Mall experiences are not universal: The moderating roles of national culture and mall industry age", Journal of Retailing and Consumer Services, November 2020, vol. 57, pp. 102210
    DOI : 10.1016/j.jretconser.2020.102210
  • PANTOJA, F., A.BORGES, P.DA CAMARA ROSSI, A.YAMIN, "If I touch it, I will like it! The role of tactile inputs on gustatory perceptions of food items", Journal of Retailing and Consumer Services, March 2020, vol. 53, pp. 101958
    DOI : 10.1016/j.jretconser.2019.101958
  • COSTA PINTO, D., A.BORGES, M.MAURER HERTER, M.FERREIRA, "Reducing Ingroup Bias in Ethical Consumption: The Role of Construal Levels and Social Goodwill", Business Ethics Quarterly, January 2020, vol. 30, no. 1, pp. 31-63
    DOI : 10.1017/beq.2019.25
  • COSTA PINTO, D., M.MAURER HERTER, P.ROSSI, W.MEUCCI NIQUE, A.BORGES, "Recycling cooperation and buying status", European Journal of Marketing, October 2019, vol. 53, no. 5, pp. 944-971
    DOI : 10.1108/EJM-09-2017-0557
  • BABIN, B., A.BORGES, J.KEVIN, "The Role of Retail Price Image in a multi-country context: France and the USA", Journal of Business Research, September 2016, vol. 69, no. 3, pp. 1074-1081
    DOI : 10.1016/j.jbusres.2015.08.023
  • ROSSI, P., F.PANTOJA, A.BORGES, C.WERLE, "What a Delicious Name! Articulatory Movement Effects on Food Perception and Consumption", Journal of the Association for Consumer Research, October 2017, vol. 2, no. 4, pp. 392-401
    DOI : 10.1086/693112
  • COSTA PINTO, D., W.NIQUE, A.BORGES, M.HERTER, "Green Consumers and their Identities: How Identities Change the Motivation for Green Consumption.", International Journal of Consumer Studies, 2016
    DOI : 10.1111/ijcs.12282
  • PANTOJA, F., P. ROSSI, A. BORGES, "How Product-Plot Integration and Cognitive Load Affect Brand Attitude: A Replication", Journal of Advertising, November 2016, vol. 45, no. 1, pp. 113-119
    DOI : 10.1080/00913367.2015.1085818
  • SZOCS, C., D.BISWAS, A.BORGES, "Cheers to Haptic Sensations and Alcohol Consumption: How Glassware Weight Impacts Perceived Intoxication and Positive Emotions", Journal of the Association for Consumer Research, October 2016, vol. 1, no. 4, pp. 569–578
  • LADEIRA, W., W.NIQUE, D.COSTA PINTO, A.BORGES, M.HERTER, "Running for Pleasure or Performance? How Store Attributes and Hedonic Product Value Influence Consumer Satisfaction.", The International Review of Retail, Distribution and Consumer Research, July 2016, vol. 26, no. 5, pp. 502-520
    DOI : 10.1080/09593969.2016.1182934
  • BORGES, A., J. C.CHEBAT, "Contributions aux stratégies du marketing social", Recherche et Applications en Marketing, July 2015, vol. 30, no. 3, pp. 3-6
    DOI : 10.1177/0767370115575962
  • DALMORO, M., D. COSTA PINTO, A. BORGES, W. NIQUE, "Global Brands in Emerging Markets: The Cultural Antecedents of Global Brand Preference", Journal of Brand Management, December 2015, vol. 22, no. 9, pp. 721-736
  • BORGES, A., P.GOMEZ, "How Products Induce Regulatory Fit: Evidence from the Health Domain", Journal of Consumer Marketing, September 2015, vol. 32, no. 6, pp. 441-449
    DOI : 10.1108/JCM-01-2015-1292
  • ROSSI, P., A.BORGES, M.BAKPAYEV, "Private Labels versus National Brands: The Effects of Branding on Sensory Perceptions and Purchase Intentions", Journal of Retailing and Consumer Services, November 2015, vol. 27, no. 6, pp. 74-79
  • BORGES, A., M.MAURER, J.-C.CHEBAT, ""It Was not That Long!": The Effects of In-Store TV Screen Content and Consumer Emotions on Consumer Waiting Perception", Journal of Retailing and Consumer Services, January 2015, vol. 22, no. 1, pp. 96-106
    DOI : 10.1016/j.jretconser.2014.10.005
  • NOH, B., A. BORGES, "The Paradox of a Warranty: Can No Warranty Really Signal Higher Quality?", Psychology and Marketing, November 2015, vol. 32, no. 11, pp. 1049-1060
    DOI : 10.1002/mar.20843
  • BORGES, A., B.BABIN, N.SPIELMANN, "Gender Orientation and Retail Atmosphere: Effects on Value Perception", International Journal of Retail & Distribution Management, July 2013, vol. 41, no. 7, pp. 498-511
  • RETO, F., A.BORGES, "Celebrity endorser attractiveness, visual attention, and implications for ad attitudes and brand evaluations: A replication and extension", Journal of Brand Management, November 2014, vol. 21, no. 7-8, pp. 579-593
    DOI : 10.1057/bm.2014.24
  • COSTA PINTO, D., M.HERTER, P.ROSSI, A.BORGES, "Going green for self or for others? Gender and identity salience effects on sustainable consumption", International Journal of Consumer Studies, July 2014, vol. 38, no. 5, pp. 540-549
    DOI : 10.1111/ijcs.12114
  • GOUDARZI, K., A.BORGES, J.-C.CHEBAT, "Should Retailers Pay to Bring Customers Back? The Impact of Quick Response and Coupons on Purchase Outcomes", Journal of Business Research, May 2013, vol. 66, no. 5, pp. 665-669
  • MUÑOZ, Y., J.-C.CHEBAT, A.BORGES, "Graphic Gambling Warnings: How they Affect Emotions, Cognitive Responses and Attitude Change", Journal of Gambling Studies, September 2013, vol. 29, no. 3, pp. 507-524
  • BABIN, B., M.GRIFFIN, A.BORGES, J. S.BOLES , "Negative Emotions, Value and Relationships: Differences Between Women and Men", Journal of Retailing and Consumer Services, September 2013, vol. 20, no. 5, pp. 471-478
  • GOMEZ, P., A.BORGES, C.PECHMANN, "Avoiding Poor Health or Approaching Good Health: Does It Matter? The Conceptualization, Measurement, and Consequences of Health Regulatory Focus", Journal of Consumer Psychology, October 2013, vol. 23, no. 4, pp. 451-463
  • BORGES, A., B.BABIN, "Revisiting Low Price Guarantees: Does Consumer versus Retailer Governance Matter?", Marketing Letters, September 2012, vol. 23, no. 3, pp. 777-791
  • SPIELMANN, N., M.LAROCHE, A.BORGES, "How Service Seasons the Experience: Measuring Hospitality Servicescapes", International Journal of Hospitality Management, June 2012, vol. 31, no. 2, pp. 360-368
  • BORGES, A., "The Effects of Digitally Enhanced Photos on Product Evaluation and Young Girls' Self-Esteem", Recherche et Applications en Marketing, December 2011, vol. 26, no. 4, pp. 5-21
  • CHEBAT, J.-C., M.DAVIDOW, A.BORGES, "More on the Role of Switching Costs in Service Markets: A Research Note", Journal of Business Research, August 2011, vol. 64, no. 8, pp. 823-829
  • MASSICOTTE, M.-C., R.MICHON, J.-C.CHEBAT, M.SIRGY, A.BORGES, "Effects of mall atmosphere on mall evolution: teenage verus adult shoppers", Journal of Retailing and Consumer Services, January 2011, vol. 18, no. 1, pp. 74-80
  • BORGES, A., J.-C.CHEBAT, B.BABIN, "Does a companion always enhance the shopping experience?", Journal of Retailing and Consumer Services, July 2010, vol. 17, no. 4, pp. 294-299
  • BORGES, A., "The Price Matching Guarantee: The Effect of the Refund Size and the Moderator Role of the Retailer Price Strategy", Recherche et Applications en Marketing, March 2009, vol. 24, no. 1, pp. 29-39
  • BORGES, A., G.CLIQUET, A.FADY, "Promotional Assortment: Introducing Buying Association and Assessing Its Impact on Promotional Utility", International Journal of Retail & Distribution Management, January 2005, vol. 33, no. 5, pp. 343-352
  • PHUONG, T. N., G.CLIQUET, A.BORGES, F.LERAY, "L’opposition entre taille du marché et degré d’homogénéité des segments : une approche par la logique floue", Décisions Marketing, September 2003, vol. 32, no. October/December, pp. 55-69
  • BORGES, A., M.FONSECA, "O Uso das Pesquisas de Satisfaçao do Consumidor como Instrumento de Politica Publica : o potecial de uso no caso do transporte coletivo de Porte Alegre", RiMAR - Revista Interdisciplinar de Marketing, September 2002, vol. 1, no. 3, pp. 38-50
  • BORGES, A., F. B.LUCE, "ESTRATÉGIAS EMERGENTES OU DELIBERADAS: um estudo de caso com os vencedores do prêmio Top de Marketing da ADVB", ADVB, RAE-FGV, July 2000, vol. 40, no. 3, pp. 36-44
  • BORGES, A., W.NIQUE, "A formação de cestas de produtos por associações de compra geradas pelo consumidor: uma abordagem inicial ", RAUSP - Revista de Administração da USP, October 1998, vol. 33, no. 4, pp. 72-80
  • BORGES, A., "A relação preço e qualidade no contexto da evolução do pensamento em marketing", Revista de Administração da UFRGS, October 1997, vol. 3, pp. 1-16

Book chapter

  • BORGES, A., B.BABIN, "KDD: Applying in marketing practise using point of sale information" in Marketing intelligent systems using soft computing: managerial and research applications., CASTILLAS Jorge, MARTINEZ-LOPEZ Francisco Eds, Springer, pp. 35-41, 2010
  • BORGES, A., B.BABIN, "Oh yeah, I remember that store! Memory, experience and value" in Memorable customer experiences - A research anthology., Editions Gower, pp. 161-175, 2009
  • BORGES, A., "Assortiment promotionnel dans la distribution : concept, enjeux et perspective pour la gestion des promotions des ventes" in Marketing - Analyses et perspectives., SALERNO Francis, COLAS Hervé Eds, Collection Entreprendre, pp. 221-240, 2007

Books

  • KARYOTIS, C., A.BORGES, Réussir le Mémoire des Ecoles de commerce, Gualino, Paris, 2012

Academic conferences

  • BORGES, A., B.JOCHIMS, "White coats, Mild Manners, and Good Doctors? When Red Reduces Perception of Dominance: Extended Abstract" in Academy of Marketing Science Annual Conference, 2019, Vancouver, Canada
  • YAMIN, A., A.BORGES, B.JOCHIMS, "Is Not that She is a Bad Person, but Something is Probably Wrong" in Proceedings, Academy of Marketing Science Annual Conference, 2016, Orlando, United States
  • ROSSI, P., F.PANTOJA, A.BORGES, C.WERLE, "What a Delicious Name! The Relationship Between Embodiment and Food Consumption" in Proceedings, Academy of Marketing Science Annual Conference, 2016, Orlando, United States
  • BORGES, A., P.DA CAMARA ROSSI, F.PANTOJA, "Shining Bright Like a Diamond? It Might be Rich, But Only in Calories! A Structured Abstract" in AMS Annual Conference, 2015, United States
  • BORGES, A., F.PANTOJA, "What a Delicious Name! Biasing Food Perceptions through Embodiment" in Association for Consumer Research, 2015, United States
  • BORGES, A., F.PANTOJA, A.YAMIN, P.ROSSI, "Shining Bright Like a Diamond? It Might be Rich, But Only in Calories! A Structured Abstract" in Proceedings of the 2015 AMS Annual Conference, Indianapolis, USA, 12-14 May 2015, Academy of Marketing Conference - Annual Conference, 2015
  • RAMCHANDANI, M., A.BORGES, "How does posture affect the behavior of customers and salespeople in a retail store? " in Proceedings, Association for Consumer Research, 2015, New Orleans, United States
  • ROSSI, P., F.PANTOJA, A.BORGES, "What a Delicious Name! Biasing Food Perceptions through Embodiment" in Proceedings, Association for Consumer Research, 2015, New Orleans, United States
  • PANTOJA, F., A.BORGES, P.ROSSI, "Improving the Effectiveness of Nutritional Labeling: The Role of Color" in AMS North American Conference, Academy of Marketing Science Annual Conference, 2014, Indianapolis
  • BORGES, A., D.COSTA PINTO, M.MAURER HERTER, P.DA CAMARA ROSSI, "Going Green for Self vs. Others: Gender and Identity Salience Effects on Green Consumption" in ACR (Association for consumer research) Conference, 2013, United States
  • BORGES, A., M.MAURER HERTER, "When Emotional Messages Are More Abstract: The Effects of Message Frame and Levels of Construal on Negative Attitudes Towards Smoking" in ACR (Association for consumer research) Conference, 2013, United States
  • BORGES, A., M.MAURER HERTER, D.COSTA PINTO, P.DA CAMARA ROSSI, "Are Blondes More Hedonic Than Brunettes? Stereotype Effects on Willingness to Pay for Hedonic and Utilitarian Products" in AMS (Academy of Marketing Science) Annual Conference, 2013, United States
  • BORGES, A., K.JAMES, B.BABIN, "Retailer Success: Value and Satisfaction" in AMS (Academy of Marketing Science) Annual Conference, 2013, United States
  • BORGES, A., D.COSTA PINTO, "Are Values Always Abstract? How Construal Level and Identities Influence the Use of Values on Green Consumption," in ACR (Association for consumer research) Conference, 2013, United States
  • BORGES, A., P.DA CAMARA ROSSI, C. P.DOS SANTOS, "Does all consumer retaliation have the same reason? The goals and emotions behind consumer retaliation" in AMS (Academy of Marketing Science) Annual Conference, 2013, United States
  • BORGES, A., D.COSTA PINTO, M.MAURER HERTER, W.NIQUE, "My Values or our Identity? The Moderation Role of Identities on Value-Behavior Congruence and Green Consumption Decisions" in AMS (Academy of Marketing Science) Annual Conference, 2012, United States
  • BORGES, A., D.COSTA PINTO, M.DALMORO, W.NIQUE, "When local Brand are Better? The Moderator Role of Self-Construal on Identification with Global or Local Brands" in Academy of Marketing Science conference, 2011, United States
  • BORGES, A., D.COSTA PINTO, M.MAURER HERTER, W.NIQUE, "Going Green for Friends, Family or Community: How Different Levels of Subject Norms and Identity Influence Green Behavior" in ACR (Association for Consumer Research) conference, 2011, United States
  • BORGES, A., "Value is in the Eye of the Beholder: Men, Women and Value" in AMS (Academy of Marketing Science) World Marketing Congress, Reims Management School, 2011, France
  • BORGES, A., P.GOMEZ, "Does a Product Category Have a Motivational Orientation? Effects on Health Message Efficacy" in ACR (Association for Consumer Research) conference, 2011, United States
  • BORGES, A., D.COSTA PINTO, M.MAURER HERTER, "Doing Non-Transcendent Go Green: the Moderating Role of Identity on Value-Behavior Relationship" in ACR (Association for Consumer Research) conference, 2011, United States
  • BORGES, A., W.NIQUE, M.DALMORO, "Global x local brands: how values and global consumer culture influence self-brand connection in Brazil" in 40th EMAC (European Marketing Academy) Conference, 2011, Slovenia
  • GOMEZ, P., A.BORGES, "Avoiding poor health or approaching good health: Does it matter? Conceptualization, measurement and consequences of health regulatory focus" in Association for Consumer Research Conference, 2010, United States
  • BORGES, A., C.PECHMANN, T.PEZZUTI, D.PIROUZ, "Sunglasses, Hierarchy, and Negotiations: Gender Differences in Eye Gaze During Interpersonal Communication" in The Association for Consumer Research Annual North American Conference, 2010, United States
  • BORGES, A., "The effect of referent age on interpersonal influence in domains related to factual information, values and style" in ACR 2009 (Association for Consumer Research), 2009, United States
  • BORGES, A., J.-C.CHEBAT, B.BABIN, "Family, Friends or me: A Closer Look at the Effect of Shopping Pals" in Retailing Conference, 2009, Canada
  • BORGES, A., B.BABIN, "The low price guarantee in a general merchandise setting: the moderating role of the burden of proof" in AMS (Academy of Marketing Science) 14th Biennial World Marketing Congress, Oslo School of Management, Oslo, 2009, Norway
  • BORGES, A., "Cigarette placement in movies: priming tobacco risk-related, warning and its social effects on youths" in Academy of Marketing Science Annual Conference, Hyatt Regency, 2006, United States
  • BORGES, A., "L'utilisation des mesures de fiabilité et de validité des associations d'achat : une application dans la distribution" in 21e Congrès de l'Association Française de Marketing, 2005, France
  • BORGES, A., B.BABIN, J.BABIN, "Product category and promotional theme congruency: its effect on preference and retail store image" in AMS Conference, 2005, United States
  • BORGES, A., I.ROBERT, "La composition de l'image d'un secteur d'activité : le cas de la distribution" in 20e Congrès de l'AFM (Association Française de Marketing), 2004, France
  • BORGES, A., R.SORE-LARREGAIN, "Local marketing decisions: an exploratory study in a retailing context" in SMA Retail Symposium, 2004, United States
  • BORGES, A., G.CLIQUET, A.FADY, "Promotional Assortment: introducting buying association and assessing its impact on promotional utility" in 7th Triennal AMS (Academy of Management Science)/ACRA Retailing Conference, 2003, United States
  • BORGES, A., "L'assortiment promotionnel : concept, mesures et impact sur l'utilité des opérations promotionnelles dans le commerce de détail" in 19e Congrès de l'AFM (Association Française de Marketing), 2003, Tunisia
  • BORGES, A., "Toward a new supermarket layout: from industrial categories to one stop shopping organization through a data mining approach" in 6th Annual Retail Strategy and Consumer Decision Research Seminar of the Society for Marketing Advances (SMA), 2003, United States
  • BORGES, A., G.BOULBRY, "Evaluation d'une échelle anglo-saxonne de mesure du tempérament nostalgique dans le contexte culturel français" in 20e Congrès de l'AFM (Association Française de Marketing), 2003, Tunisia
  • BORGES, A., "Assortiment promotionnel : concept, mesure et implication pour le commerce de détail" in 19e Congrès de l'AFM (Association Française de Marketing), 2003, Tunisia
  • BORGES, A., "Availaçao da aplicabilidade da escala Consumption Emotions Set para a mensuração das emoções em experiências de consumo na cidade de Porte Alegre" in 27e Congrès de l'ANPAD (ASSOCIAÇÃO NACIONAL DE PÓS-GRADUAÇÃO E PESQUISA EM ADMINISTRAÇÃO), 2003, Brazil
  • BORGES, A., G.BOULBRY, "Measuring french nostalgia: the validation of the holbrook's nostalgia proneness scale in France" in Ninth Cross-Cultural Research Conference, 2003, Jamaica
  • BORGES, A., P.ROBERT-DEMONTROND, D.THIEL, "Implantation d'offres interdépendantes : construction mathématique du problème et résolution par heuristiques" in 18e Congrès de l'Association Française de Marketing, 2002, France
  • BORGES, A., N.TAM, C.PHUONG, L.G., "L'opposition entre taille du marché et degré d'homogénéité des segments : une approche par la logique floue" in 18e Congrès de l'Association Française de Marketing, 2002, France
  • BORGES, A., "Associação de compra : conceito, medida e iùmplicações para o marketing de varejo" in 25e Congrès de l'ANPAD (ANPAD - ASSOCIAÇÃO NACIONAL DE PÓS-GRADUAÇÃO E PESQUISA EM ADMINISTRAÇÃO), 2001, Brazil
  • BORGES, A., "L'association de produits dans les assortiments de supermarché : critiques conceptuelles et nouvelle approche" in 17e AFM Conference (Association Française de Marketing), 2001, France
  • BORGES, A., E.TERRA, "A Strategy for Mining Associations Rules in POS Scanner Data" in Proceedings of ECIS-2000 conference, European conference on Information systems, 2000, Austria

Case studies

  • BORGES, A. - "Total Marketing Strategy: you won't come back by chance" - 2011
  • BORGES, A., R.OUELLET - "HH: New Product Development and the Importance of Channel Management" - 2010, The European Case Clearing House (ECCH)
  • JARA, M., A.BORGES - "Auchan - Nice La Trinité : une étude géomarketing" - 2010, Centrale de Cas et de Médias Pédagogiques (CCMP)
  • BORGES, A., R.OUELLET - "RP: Going Beyond Price to Build Price Image - Bringing Back the Discount to Hypermarket" - 2010, The European Case Clearing House (ECCH)
  • BORGES, A. - "VIVA : politique de fidélisation clients (Loyalty programs in retailing)" - 2004, Centrale de Cas et de Médias Pédagogiques (CCMP)

Dissemination activity

  • AYADI, K., A.BORGES, "The role of peer identification in shaping the healthy-eating beliefs of children" in Association for Consumer Research North American Conference, 2015, New Orleans, United States
  • BORGES, A., "Academic marketing research in BRICs" in Round table in 2012 AMS World Marketing Congress, 2012, United States
  • BORGES, A., "Low Price Guarantees: Effects of Refund Size and Burden of Proof" in Talk given at Louisiana Tech University, 2010, United States
  • SPIELMANN, N., B.BABIN, A.BORGES, "To perceive is to purchase: how consumers transfer value from store atmospheres based on their gender orientation" in AFM (Association Française de Marketing), 2009, London, United Kingdom
  • BORGES, A., "Les innovations commerciales dans la distribution mondiale" in Conférence de l'Institut Français du Libre-Service, 2006, France
  • BORGES, A., G.CLIQUET, A.FADY, "The French Retail Market: an overview" in 6th Annual Retail Strategy and Consumer Decision Research Seminar of the Society for Marketing Advances (SMA), 2003, United States

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