New appointment at HEC Lausanne: Professor Francine Petersen

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Francine Petersen joined the Department of Marketing at HEC Lausanne, University of Lausanne on August 1st, 2018, as an associate professor.

Francine Espinoza Petersen received her PhD in marketing and psychology from the Robert H. Smith School of Business at the University of Maryland, USA, and her Master's degree in marketing with great distinction from UFRGS, Brazil. Before joining HEC Lausanne, Prof. Petersen was an associate professor of Marketing at ESMT Berlin (Germany) and visiting professor at Columbia University (USA) and INSEAD (France). In addition, she has experience as a marketing research consultant in Brazil, USA, France, and Germany.

Prof. Petersen is a researcher in consumer psychology and behavior, focusing on emotions and well-being. She is interested in understanding what makes consumers happy and how they can make better choices for themselves and for society. Her research is applied to emotion-laden consumption episodes such as indulgent consumption, retail/shopping experiences, or sustainable consumption. Given that marketers often underestimate the impact of emotional experiences, she seeks to better understand these processes and help companies design marketing strategies that are both more effective and more respectful of consumers’ and society’s well-being.

Her research has been published in leading journals (e.g., Journal of Consumer Psychology, International Journal of Research in Marketing ), was presented at renowned marketing conferences (e.g., Association for Consumer Research Conference, American Marketing Association Conference), and was featured in managerial journals (e.g., European Business Review) and news outlets (e.g., The Guardian, Forbes).

Prof. Petersen has taught in Undergraduate, Master’s, MBA, Executive MBA, and Executive Education programs. She also teaches specialized courses and seminars on emotions, happiness, and well-being and mentors executives in these areas. At HEC Lausanne, she will teach Consumer Behavior, Retailing, and Social Marketing & Well-Being.

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