معرفی
Gaël Bonnin is a Professor of Marketing at NEOMA Business School, France, where he has held the role of Director of Research from 2020 to 2023. He teaches technology innovation, marketing strategies, design, and qualitative research methods across undergraduate, graduate, and doctoral programs (DBA/PhD). His research focuses on product/place design, technology adoption, and narrative approaches to market construction, with notable contributions to healthcare servicescape optimization, consumer resistance to misinformation, and senior engagement with new technologies.
- Director of Research (2020–2023), NEOMA Business School
- Co-led EU-funded projects on companion robots, agricultural robotics, and AR tourism applications
- Published in International Journal of Hospitality Management, Advances in Consumer Research, and Journal of Retailing and Consumer Services
Research highlights include analyzing sensory elements (colors/music/scent) in hospital environments to reduce patient anxiety, studying emotional responses to fake news warnings, and evaluating anthropomorphic design impacts on robot acceptance among elderly populations. His work bridges consumer behavior theory with practical applications in retail, healthcare, and technology sectors.
Key contributions span over 30 years, including book chapters on B2B technology branding, neutralization strategies in piracy contexts, and design marginalization in retail spaces. He frequently presents at conferences like ACR, IMP, and CAUTHE, emphasizing interdisciplinary approaches to market dynamics.
