Corps professoral

Tom VAN LAER

Professeur

Persuasive Language, Storytelling

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Tom VAN LAER

Académie

Transformation

Centre de recherche

Marketing Interactions

Localisation

Lille

Discipline

Marketing
Formation
2021
Membre de l'Académie de l'enseignement supérieur, Royaume Uni
2011
Doctorat (PhD) en marketing, Maastricht University, Pays-Bas
2006
Master (MA) en communication et sciences d'informations, Radboud University, Pays-Bas
2024
Marketeur professionnel certifié, Australian Marketing Institute, Australie
2015
Maîtrise de la pédagogie par études de cas, the Case Centre, Royaume Uni
2008
Maîtrise de l'anglais, University of Cambridge, Royaume Uni
Expérience professionnelle
Positions académiques principales
Depuis 2026
Professeur de langage persuasif et de storytelling, SKEMA Business School, France
2024 - 2025
Professeur visitant, Maastricht University, Pays-Bas
2019 - 2026
Professeur associé de narratologie, The University of Sydney, Australie
2018 - 2019
Lecteur de marketing, Bayes Business School, Royaume Uni
2017
Professeur visitant, Monash University, Australie
2015 - 2018
Chargé d'enseignement senior en marketing, Bayes Business School, Royaume Uni
2014 - 2016
Professeur visitant, The University of Sydney, Australie
2011 - 2015
Professeur assistant, ESCP Business School, France
2010 - 2011
Professeur visitant, UNSW Sydney, Australie
2007 - 2011
Candidat Doctorant, Maastricht University, Pays-Bas
Autres expériences professionnelles
2024 - 2026
Chef adjoint du Département marketing, The University of Sydney, Australie
2022 - 2025
Responsable exécutif des adhésions, The Association for Consumer Research, Etats-Unis d'Amérique
2006 - 2009
Chargé de communication marketing, Maastricht University, Pays-Bas
Contrats de recherche, prix et distinctions
Prix et distinctions
2025
Prix du meilleur article compétitif (Politique et gouvernance), conférence annuelle - mention honorable, The Association for Consumer Research, Etats-Unis d'Amérique
2025
Prix d’excellence en recherche en marketing, The University of Sydney, Australie
2025
Nommé pour le Prix d’excellence en recherche de la Business School, The University of Sydney, Australie
2023
Meilleur article, Consumer Culture Theory Track - conférence finaliste, Australian & New Zealand Marketing Academy, Nouvelle Zélande
2023
Nommé pour le Prix d’excellence en recherche de la Business School, The University of Sydney, Australie

Articles académiques revus

CHADWICK, V., GOLDWATER, M.B., VAN LAER, T., SMITH, J., CVEJIC, E., MCCAFFERY, K.J. et COPP, T. (2026). Influence of Anecdotes of IVF Success on Treatment Decision Making: An Online Randomized Controlled Trial. Medical Decision Making, 46(1), pp. 15-25.
ORAZI, D.C., HAMBY, A., HERHAUSEN, D., VAN LAER, T., LUDWIG, S., GONSALVES, C. et GREWAL, D. (2025). Verbal persuasion in marketing: A multimethod meta-analysis of analytical and narrative processing. Journal of the Academy of Marketing Science, 53(6), pp. 1600-1623.
VAN LAER, T. et SMITH, M.E. (2025). Responsibilizing the Net-Zero Hero? Creation and Implications of a Tragic Subject Position. Journal of Public Policy and Marketing, 44(4), pp. 542-558.
VAN LAER, T. et ORAZI, D.C. (2024). Narrative Agency. Journal of the Association for Consumer Research, 9(1), pp. 95-105.
ORAZI, D.C. et VAN LAER, T. (2023). There and Back Again: Bleed from Extraordinary Experiences. Journal of Consumer Research, 49(5), pp. 904-925.
HAMBY, A. et VAN LAER, T. (2022). Not Whodunit But Whydunit: Story Characters’ Motivations Influence Audience Interest in Services. Journal of Service Research, 25(1), pp. 48-65.
VAN LAER, T. (2020). It’s the Story, Stupid: The Consumer Reviews Most Likely to Influence Purchasing Decisions. NIM Marketing Intelligence Review, 12(2), pp. 46-51.
BERTELE, K., FEIEREISEN, S., STOREY, C. et VAN LAER, T. (2020). It’s not what you say, it’s the way you say it! Effective message styles for promoting innovative new services. Journal of Business Research, 107, pp. 38-49.
ALETI, T., PALLANT, J.I., TUAN, A. et VAN LAER, T. (2019). Tweeting with the Stars: Automated Text Analysis of the Effect of Celebrity Social Media Communications on Consumer Word of Mouth. Journal of Interactive Marketing, 48(1), pp. 17-32.
VAN LAER, T., EDSON ESCALAS, J., LUDWIG, S. et VAN DEN HENDE, E.A. (2019). What Happens in Vegas Stays on TripAdvisor? A Theory and Technique to Understand Narrativity in Consumer Reviews. Journal of Consumer Research, 46(2), pp. 267–285.
VAN LAER, T., FEIEREISEN, S. et VISCONTI, L.M. (2019). Storytelling in the digital era: A meta-analysis of relevant moderators of the narrative transportation effect. Journal of Business Research, 96, pp. 135-146.
VAN LAER, T. et IZBERK-BILGIN, E. (2019). A discourse analysis of pilgrimage reviews. Journal of Marketing Management, 35(5-6), pp. 586-604.
VAN LAER, T., VISCONTI, L.M. et FEIEREISEN, S. (2018). Need for narrative. Journal of Marketing Management, 34(5-6), pp. 484-496.
GORDON, R., CIORCIARI, J. et VAN LAER, T. (2018). Using EEG to examine the role of attention, working memory, emotion, and imagination in narrative transportation. European Journal of Marketing, 52(1/2), pp. 92-117.
FARACE, S., VAN LAER, T., DE RUYTER, K. et WETZELS, M. (2017). Assessing the effect of narrative transportation, portrayed action, and photographic style on the likelihood to comment on posted selfies. European Journal of Marketing, 51(11/12), pp. 1961-1979.
LUDWIG, S., VAN LAER, T., DE RUYTER, K. et FRIEDMAN, M. (2016). Untangling a Web of Lies: Exploring Automated Detection of Deception in Computer-Mediated Communication. Journal of Management Information Systems, 33(2), pp. 511-541.
VAN LAER, T. (2014). The Means to Justify the End: Combating Cyber Harassment in Social Media. Journal of Business Ethics, 123(1), pp. 85-98.
VAN LAER, T., DE RUYTER, K., VISCONTI, L.M. et WETZELS, M. (2014). The Extended Transportation-Imagery Model: A Meta-Analysis of the Antecedents and Consequences of Consumers' Narrative Transportation. Journal of Consumer Research, 40(5), pp. 797-817.
VAN LAER, T., DE RUYTER, K. et COX, D. (2013). A Walk in Customers’ Shoes: How Attentional Bias Modification Affects Ownership of Integrity-violating Social Media Posts. Journal of Interactive Marketing, 27(1), pp. 14-27.
VAN LAER, T. et DE RUYTER, K. (2010). In stories we trust: How narrative apologies provide cover for competitive vulnerability after integrity-violating blog posts. International Journal of Research in Marketing, 27(2), pp. 164-174.
VAN LAER, C.J.P. et VAN LAER, T. (2007). The shortage of legal dictionaries translating European languages. Terminology. International Journal of Theoretical and Applied Issues in Specialized Communication, 13(1), pp. 85-92.

Présentations dans des conférences

VAN LAER, T. (2024). Life imitates art imitates life…: A framework for understanding the intersection between narrative consumption and generational identities. Dans: Mallen Screen Entertainment Conference. Cambridge.

Presse et réseaux sociaux

VAN LAER, T., VISCONTI, L.M. et FEIEREISEN, S. (2018). Need for narrative. Journal of Marketing Management.