Maali Benhissi

Maali Benhissi is an Assistant Professor in Marketing at EDC Paris Business School. She holds a PhD in Management Sciences (Marketing) from the University of Lille and is actively engaged in research focusing on consumer behavior in retail environments.

Her primary research interests include Consumer Behavior, Customer Experience, Sustainable Consumption, and Digital Marketing. Her work particularly examines how environmental factors in retail spaces influence consumer decision-making processes. She has conducted cross-cultural studies comparing consumer responses in Tunisia and Colombia, revealing how different cultural contexts shape reactions to store crowding and spatial constraints.

Her recent publications demonstrate a consistent focus on understanding consumer avoidance strategies in crowded retail environments, both during regular shopping periods and during sales events. Her research combines psychological theories with practical retail management applications, providing actionable insights for retailers navigating post-pandemic consumer expectations.

Her research methodology typically involves quantitative studies with significant sample sizes (608 consumers in her 2025 publication) and incorporates theoretical frameworks such as coping theory to explain consumer behavior. She frequently collaborates with researchers from other French institutions, demonstrating strong academic networking within the French research community.