Denis Guiot

Denis Guiot is a Professor at Paris Dauphine University - PSL, affiliated with the Faculty of Law, Economics and Management Sciences, where he leads research in consumer behavior and marketing strategy. He earned a DEA in Marketing and Strategy followed by a PhD in Management Sciences, establishing himself as a leading scholar in his field.

His primary research focuses on consumer behavior, with special emphasis on the influence of time on consumption patterns as applied to both individuals and objects. Guiot has developed significant expertise in marketing to older consumers and second-hand markets, exploring concepts such as subjective age, desired aging well, and the psychological aspects of second-hand consumption. His work bridges psychology, marketing, and gerontology, creating a unique interdisciplinary approach to understanding consumer decision-making across the lifespan.

Guiot's publication record demonstrates a clear evolution from foundational work on subjective age and adolescent consumer behavior to more recent research on aging populations, recycling behavior, and the intersection of robotics with elderly care. His research has increasingly incorporated interdisciplinary approaches, particularly in recent years with the ACCRA project exploring robotic solutions for aging populations. This trajectory shows a researcher who has expanded his focus from traditional marketing topics to address contemporary societal challenges related to aging populations.

Guiot has directed significant research projects including the ACCRA (Agile Co-Creation of Robots for Ageing) project funded by the European Commission (€360,000) and the AMISURE project financed by the Single Interministerial Fund (€348,000). He currently directs the Master 102 Consulting and Research in Marketing and Strategy program and previously led the DRM-Ermes marketing and strategy research team (14 permanent members and 20 doctoral students) from 2013 to 2023.

He is an active member of the French Marketing Association (AFM) and the Association for Consumer Research (ACR), contributing to the broader academic community through these professional organizations. His research has been published in prestigious journals including Journal of Retailing, Psychology & Marketing, Urban Studies, and Research and Applications in Marketing, among others. He has also co-edited the book 'Understanding the Elderly Consumer' (De Boeck).