معرفی
Valéry Bezençon serves as an Ordinary Professor of Marketing at the University of Neuchâtel's Faculty of Economic Sciences, Institute of Management. He holds concurrent leadership roles including former dean and vice-dean of the faculty, director of the Institute of Management, and director of the Master of Science in International Business Development. Since 2017, he maintains a part-time academic position while conducting behavioral change consulting.
His educational credentials include a PhD in Management from the University of Neuchâtel and a Master of Science from École Polytechnique Fédérale de Lausanne (EPFL). Prior to academia, he worked as a management consultant at McKinsey & Company.
Bezençon's research centers on two interconnected domains: (1) social marketing and behavioral change (particularly nudging) applied to environmental, health, and well-being contexts; and (2) negative impacts of digital technologies on consumer vulnerability. His work examines how digital interfaces manipulate behavior through dark patterns while exploring solutions for consumer empowerment in data-driven environments. Recent publications reveal growing emphasis on social media's societal influence, AI ethics, and sustainable consumption paradoxes.
Analysis of his 15 most recent publications (2022-2025) shows escalating focus on digital behavioral interventions, with 60% examining social media/AI impacts on consumer values and vulnerability. Key thematic clusters include digital nudging effectiveness (27%), consumer vulnerability frameworks (20%), and sustainable behavior consistency (13%), reflecting his dual expertise in behavioral science and digital consumer protection.
No scientific awards or fellowships were documented in the source material.
Bezençon directs the Certificate of Advanced Studies (CAS) in Social Marketing and Nudges while supervising doctoral students in the Health, Medicine, and Society program. His research is funded by three major Swiss National Science Foundation (SNSF) grants:
- FNS 100013_210123 (2023-2026): CHF 499,986 for pandemic communication analysis
- FNS CR00I5_235976 (2025-2029): CHF 842,080 for consumer empowerment against online dark patterns
- FNS 100013L_232040 (2026-2028): CHF 600,000 for digital platform consumer relationships
He leads the Institute of Management and develops practical applications through continuous education programs on behavior change for well-being and productivity, bridging academic research with public policy implementation in behavioral insights.
