CURRICULUM VITAE

Qualification

  • 2020 : Qualification to Supervise Research , Management Université Toulouse 1 Capitole Toulouse
  • 2013 : PhD in Marketing Management - Université Toulouse 1 Capitole - Toulouse
  • 2008 : Master of Research - Université Toulouse 1 Capitole - Toulouse
  • 2000 : Master of Management - Toulouse Business School - Toulouse

Teaching Experience

  • 2013 : Associate Professor of Marketing - Toulouse Business School - Toulouse
  • 2011 : Lecturer - Toulouse School of Management - Toulouse
  • 2008 : External Lecturer - Toulouse Business School Toulouse

Management Duties

  • 2017 - 2021 : Head of Laboratory "Social & Innovation Marketing" - Toulouse Business School Toulouse
PUBLICATIONS
    • BORAU, S. - "Habilitation à Diriger des Recherches : Le genre dans la publicité, le marketing et l’intelligence artificielle" - 2020, Université Toulouse 1 Capitole

    • BORAU, S. - "Thèse : "Les femmes et les images de la beauté féminine : bien-être et efficacité publicitaire"" - 2013

    • BORAU, S., L. ELGAAIED-GAMBIER, C. BARBAROSSA, "The green mate appeal: Men’s pro-environmental consumption is an honest signal of commitment to their partner", Psychology and Marketing, 2021, vol. 38, no. 2, pp. 266-285 [cnrs: 3, fnege: 2]

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    • BORAU, S., T. OTTERBRING, S. LAPORTE, S. FOSSO WAMBA, "The most human bot: Female gendering increases humanness perceptions of bots and acceptance of AI", Psychology and Marketing, 2021 [cnrs: 3, fnege: 2]

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    • BORAU, S., J.-F. BONNEFON, "Gendered products act as the extended phenotype of human sexual dimorphism: They increase physical attractiveness and desirability", Journal of Business Research, 2020, vol. 120, pp. 498-508 [cnrs: 2, fnege: 2]

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    • BORAU, S., M. V. NEPOMUCENO, "The Self-Deceived Consumer: Women’s Emotional and Attitudinal Reactions to the Airbrushed Thin Ideal in the Absence Versus Presence of Disclaimers", Journal of Business Ethics, 2019, vol. 154, no. 2, pp. 325-340 [cnrs: 2, fnege: 2]

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    • BORAU, S., J.-F. BONNEFON, "The Imaginary Intrasexual Competition: Advertisements Featuring Provocative Female Models Trigger Women to Engage in Indirect Aggression", Journal of Business Ethics, 2019, vol. 157, no. 1, pp. 45–63 [cnrs: 2, fnege: 2]

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    • BORAU, S., J. BONNEFON, "The advertising performance of non-ideal female models as a function of viewers' body mass index: a moderated mediation analysis of two competing affective pathways", International Journal of Advertising, February 2017, vol. 36, no. 3, pp. 457-476 [cnrs: 3, fnege: 3]

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    • BORAU, S., A. EL AKREMI, L. ELGAAIED-GAMBIER, L. HAMDI-KIDAR, C. RANCHOUX, "L'analyse des effets de médiation modérée: applications en marketing", Recherche et Application en Marketing, October 2015, vol. 30, no. 4, pp. 95-138 [cnrs: 2, fnege: 2]

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    • BORAU, S., S. FOSSO WAMBA, "Social Media, Evolutionary Psychology, and ISIS: A Literature Review and Future Research Directions" in WorldCist'19 - 7th World Conference on Information Systems and Technologies, 16-19 avril, 2019, La Toja Island, Galicia

    • BORAU, S., J. BOVET, P. SEABRIGHT, "Mating choice and career choice: Understanding the gender gap at work in an industrialized nation" in 14th annual EHBEA conference, 23-26 avril, 2019, Toulouse

    • BORAU, S., S. LAPORTE, "The ethical dilemma of sexist AI" in Society for Consumer Psychology Boutique Conference, 19-20 juin, 2019, Toronto

    • BORAU, S., "Sexual ads sell high-energy food to single men by making them feel competitive" in Conférence HBESC, Amsterdam, 04-07/07/2018, 2018

    • BORAU, S., L. HAMDI-KIDAR, C. VELLERA, "To be or no to be in the ad?" Quelles stratégie publicitaire pour promouvoir un produit co-créé avec les consommateurs?" in 32ème Congrès international 18-20 mai 2016, Lyon, Congrès AFM, 2016

    • BORAU, S., L. HAMDI-KIDAR, C. VELLERA, "To be or no to be in the ad?" Quelles stratégie publicitaire pour promouvoir un produit co-créé avec les consommateurs?" in 14th International Open and User Innovation Conference, Cambridge, 1-3/08/2016, 2016, Cambridge

    • MUNZEL, A., S. BORAU, "Is the powerful customer a happy customer? Effects of personal and social power on role satisfaction and subjective well-being" in 23rd International Colloquium on Relationship Marketing (ICRM), Helsinki, 15-17/09/2015, International Colloquium on Relationship Marketing, 2015

    • BORAU, S., "Female intrasexual competition with models in advertising: an evolutionary perspective" in 43rd European Marketing Academy Conference, EMAC. 3-6/06/ 2014, European Marketing Academy Conference, 2015, Valencia

    • BORAU, S., "Intrasexual Competition and Advertising: How Evolution Influences Advertising Efficacy and Consumer Well-Being", EMAC, 2014, Valence, Spain

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    • BORAU, S., L. ELGAAIED-GAMBIER, A. MUNZEL, "Is the digitally engaged customer a happy customer? The impact of positive and negative brand articulations on well-being" in Workshop Franco-allemand, May, 2014, Montpellier, France

    • BORAU, S., "L'effet nocif de la beauté idéale et l'effet répulsif de la beauté ordinaire auprès des femmes en surpoids" in AFM, 2014, Montpellier, France

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    • BORAU, S., "Intrasexual Competition and Advertising: How Evolution Influences Advertising Efficacy and Consumer Well-Being" in 3rd Annual Conference For Positive Marketing "Making a Difference by Delivering the Positive", April, 2014, New York, United States of America

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    • BORAU, S., "Intrasexual competition and advertising: How evolution influences advertising efficacy and consumer well-being" in Third Conference on Positive Marketing, New York, 03-04/042014, 2014, New-York

    • BORAU, S., "The toxic effect of ideal beauty and the repulsive effect of ordinary beauty among overweight women" in 30ème congrès de l'Association Française du Marketing (AFM), Montpellier, 14-15/05/2014, Congrès AFM, 2014

    • BORAU, S., E. VERNETTE, "Crédibilité et efficacité des modèles selon leur degré de beauté idéale : le cas des publicités cosmétiques" in AFM, 2013, La Rochelle, France

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    • BORAU, S., "It hurts, but I don't mind! : The positive impact of negative affect on attitude toward the brand" in 42nd conference of the European Marketing Academy (EMAC), 2013, Istanbul, Turkey

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    • BORAU, S., ""It hurts, but I don’t mind!”: The positive impact of negative affect on attitude toward the brand" in 42nd Conference of the European Marketing Academy (EMAC), Istanbul, 4-7/06/2014, European Marketing Academy Conference, 2013

    • BORAU, S., E. VERNETTE, "Credibility and efficacy of female models in advertising : the case of cosmetics products" in 29ème congrès de l'Association Française du Marketing (AFM), La Rochelle, 15-17/05/2013, Congrès AFM, 2013

    • BORAU, S., "The love and hate relationship : the impact of women's affective reactions elicited by idealized media models on attitude toward the image" in 41th Conference of the European Marketing Academy (EMAC), 2012, Lisbonne, Portugal

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    • BORAU, S., "L'impact des images idéalisées et non idéalisées de la beauté féminine sur l'anxiété des femmes à l'égard de leur corps" in AFM, 2012, Brest, France

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    • BORAU, S., "The impact of idealized images and non-idealized images of female beauty on women’s body-focused anxiety" in 29ème Congrès de l'Association Française du Marketing (AFM), Brest, 9-11/05/2012, Congrès AFM, 2012, Brest

    • BORAU, S., M. MARS, "Women's resistance to idealized images of feminine beauty in advertising" in 39th Conference of the European Marketing Academy (EMAC), 2010, Copenhague, Denmark

    • BORAU, S., E. VERNETTE, "Les femmes et les images de la beauté féminine dans la communication publicitaire : une étude exploratoire" in 9th International Conference Marketing Trends (ESCP-EAP), 2010, Venise, Italy

    • BORAU, S., "Proposition d'une typologie comportementale des consommatrices face aux représentations de la beauté féminie dans la publicité : contribution de la sémiotique structurale" in 15th journées de Recherche en Marketing de Bourgogne (JRMB), 2010, Dijon, France

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    • BORAU, S., C. BARBAROSSA, L. ELGAAIED-GAMBIER - "Les hommes écoresponsables sont aussi de meilleurs partenaires" - 2020, The Conversation, France

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    • BORAU, S. - "Beauté idéale ou naturelle dans la publicité : et si les mannequins naturels étaient répulsifs ?" - 2017, TBSearch

    • BORAU, S. - "Les femmes, des consommatrices très prisées" - 2017, Le Parisien

    • BORAU, S. - "Quand les marques prêchent le bien : le marketing à la recherche du bien-être collectif" - 2014, Harvard Business Review France

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    • BORAU, S. - "Le marketing genré à l’épreuve de Noël" - 2014, Harvard Business Review France

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    • BORAU, S. - "Quand les marques prêchent le bien : le marketing à la recherche du bien-être collectif" - 2014, TBSearch

    • BORAU, S. - "Le marketing genré à l’épreuve de Noël" - 2014, TBSearch

    • BORAU, S., "Le consommateur, un animal irrationnel ?" Les Matinales de la recherche. November 2016

    • 2015 Best PhD Award Sphinx FNEGE
    • 2014 Finalist Best PhD Award Association Française du Marketing (AFM)/FNEGE
    • 2012 Best Paper Young Author Award Association Française du Marketing (AFM)/FNEGE
    • 2012 Young Author Award Novela
EXPERTISE
    • Communication
    • Consumer Behavior
    • Ethical Marketing
    • Marketing Research
    • Consumer Behavior & Evolutionary Psychology
    • Advertising Efficacy
    • Ethics in Marketing & Consumer Well-Being
    • Women in advertising
    • Gendered Marketing
    • Gendered Artificial Intelligence
      • 2006 - 2007 : Senior Research Manager
      • 2003 - 2006 : Project Director
      • 2001 - 2003 : Senior Research Analyst
      • 2000 - 2001 : Research Analyst

Latest mainstream press articles

Provocative Female Models In Advertising: Triggering Indirect Aggression

[su_pullquote align=”right”]By Sylvie BORAU[/su_pullquote] The negative effects of exposure to advertising female models on women’s self-esteem and body satisfaction are now well known. But a new negative effect of advertising female models has been uncovered: they can be perceived as real sexual competitors by female consumers and trigger indirect aggression. Female advertising models are highly…

Continue Reading u203a Provocative Female Models In Advertising: Triggering Indirect Aggression

Ideal or natural beauty in commercials: what if natural-looking models don’t attract but repel?

[su_pullquote align=”right”]By Sylvie Borau and Jean-François Bonnefon[/su_pullquote] The new mayor of London is planning to ban commercials that depict female models who are too thin or whose bodies are not realistic, but the question of how effective “natural” models are in advertising remains open. Even though an increasing number of publicity campaigns show models with fuller,…

Continue Reading u203a Ideal or natural beauty in commercials: what if natural-looking models don’t attract but repel?

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