Olivier Trendel

Olivier Trendel is a Professor of Marketing at Grenoble Ecole de Management (GEM), France, specializing in consumer behavior and marketing research. His academic career integrates engineering principles with advanced marketing theory, focusing on experimental methodologies to address contemporary consumer challenges.

His educational background includes:

• Ph.D. in Marketing, University Grenoble Alpes (2006)
• M.S. in Marketing, University of Washington (2000)
• Engineer degree, INPG-PAGORA (1997)

Trendel's research centers on consumer persuasion mechanisms, misinformation combat strategies, service marketing innovations, and food-related cognitive processes. He pioneers investigations into automatic information processing through implicit cognition frameworks, examining how subconscious attitudes influence food choices, political consumer behavior, and service recovery. His work bridges theoretical marketing constructs with practical applications in health communication, political contexts, and digital service environments, emphasizing experimental validation of consumer responses.

Analysis of his 2020-2025 publications reveals three dominant research trajectories: (1) Consumer animosity dynamics in political and health crises, (2) Service failure recovery through environmental structuring and robot anthropomorphism, and (3) Nutritional labeling efficacy and food categorization effects. His methodology consistently employs controlled experiments measuring implicit attitudes, with increasing focus on cross-cultural validation and digital service contexts. Key contributions include demonstrating how naming humanoid robots reduces uncanny valley effects and how structured service environments preemptively mitigate failure impacts.

No information is available regarding academic advising roles or research grant funding.