Profile

Joël Brée is Professor at the University of Caen (Director of the research centre CIME - Caen Innovation Marché Entreprise) & Professor at the Rouen Graduate School of Management (Head of the Marketing Department) in  France.Professor Bree's fields of interest turn on three topics concerning consumer behavior: the major one, which is children as consumers, and two minors, which are sensorial marketing (perception of music, perfumes, colours ...) and ways of advertising persuasion (cognitive and affective ones). Concerning children as consumers, Professor Brée is particularly working on children and advertising (the mechanisms whereby children learn attitudes toward the brands), about children and the brands (what is a brand for children, what kind of learnings and of affective links they develop with brands) and about methodological problems for collecting data from children (specific characteristics of attitude scales for children, validation of attitudes scales to measure psychographic variables, comparison of verbal and non verbal measures).

bree@iae.unicaen.fr

Relevant Publications

Les enfants, la consommation, et le marketing,Collection Gestion, Presses Universitaires de France, Paris, May1993 (translated in Spanish by PAIDOS IBERICA : Los ninos,el consumo y el marketing, December 1995).

L'enfant et le processus de consommation : l'utilisation des attributs "marque, prix et prime" dans l'acte d'achat (1987), Recherche et Applications en Marketing, 2-2, 1-29.

Quelques problèmes de choix d'échelles pour mesurer les attitudes chez les enfants (1991), Recherche et Applications en Marketing, 6-4, 27-58.

Les personnages, éléments de reconnaissance des marques par les enfants (1994) [co-author Jean-Jack Cegarra], Revue Française du Marketing, 146, 17-35.

Consommer, çà s'apprend (1995) , Réussir Education, Special Issue "Enfance et consommation", 28, May, 7-8.
Banister E N, Booth G J, 2004, 'Tastes, Distastes and Disgusts: Young
Consumers Positive and Negative Experiences of Food', Advances in Consumer Research, vol XXX1.

The Impact of Children's Affective Reactions Elicited by Commercials on Attitudes toward the Advertisement and the Brand (1997) [co-author Christian Derbaix], International Journal of Research in Marketing, 14-3, 207-229.

La consommation au centre de l’univers des enfants (2002), Vues d’enfance, n° 31, Automne, 18-23

Marketing, enfants et obésité (2005) Enfance et psy, 1er trimestre, issue : march.

Le kid marketing (editor of a collective book) Collection “Fonctions de l’entreprise”, Dunod, Paris (issue : end of 2005)

For further information please email info@aeforum.org.