Dr Adilson BORGES

Full Professor, Dean & Executive Director

Department: Marketing

Nationalities:

Expertise liée aux objectifs de développement durable des Nations unies :

UN Sustainable logo 1 UN Sustainable logo 3 UN Sustainable logo 4 UN Sustainable logo 12

Teaching

Past Accomplishments at Neoma Business School:

  • Associate Dean for Faculty and Research, Neoma Business School, France, 2013 – present.
  •  Marketing Professor, Neoma Business School. Champagne – Paris – Normandy, France, 2002 –
    present.
  • Chair of the Behavioral Research Interest Group
    Laboratory for experiments on behavioral decision making at Neoma BS
  • Courses being taught annually: Marketing Research (undergraduate), Retail Marketing (MBA),
    Experimental Design (PhD)
    Student satisfaction average evaluation of 3.83 in a scale of 0-4 (Graduate, undergraduate and
    Executive Education courses).

Past accomplishments at Reims Management School:

  • PhD Universa – RMS Chair.
  • Chair of the RMS Value & Persuasion Research Center
  • Research center on persuasion and value creation at RMS
  • Creation of the Value & Persuasion Research Center
  • Auchan Chair of Retailing, Reims Management School. Reims, France, 2002-2009.
  • Chairholder. Conception and execution of Auchan Chair Strategic and Academic Plan;
  • Chair of the Retailing Master Science Program – in French (2005-2007)
  • Creation of the Retailing Master Science Program totally in English and delivered at the University
    of International Business and Economics, Beijing, China, 2004

International Teaching Experience:

  • Visiting Professor at University of California Irvine, USA, June – August 2012.
  • Visiting Professor at Lousiana Tech Univerisity, USA, June 2010.
  • Study tour with Executive MBA at Stellenbosch University, South Africa, November 2010
  • Visiting Professor at University of California Irvine, USA, July – December 2007.
  • Lecturer at UIBE University, Beijing, China – Retail Marketing, October 2008.
  • Visiting Professor at the University of Southern Mississippi, USA, November 2006.
  • Lecturer at ESG, Casablanca, Morocco – Retail Marketing, May 2002.

Past Experience:

  • Assistant Professor at UNISINOS University, São Leopoldo, Brazil, 1998-1999.
  • Instructor at Rio Grande do Sul University (UFRGS), Porto Alegre, Brazil, 1997-1998.
  • Instructor at Catholic University (PUC-RS), Porto Alegre, Brazil, 1997-1999.

 

Qualifications

  • HDR Rennes University – France, 2012
  • Post-Doc University of California Irvine UCI – United States, 2007
  • Ph.D. Rennes 1 University – France, Marketing, 2003
  • M.Sc. Rio Grande do Sul University, Brazil, Marketing,
  • Master UFRGS, Brazil, Econometrics, 1995
  • Bachelor UFRGS, Brazil, Economics, 1993

 

Research interests

  • How individuals can generate collective intelligence / implementation of behavioral sciences in marketing, on talent development and innovation
  • Retailing and Marketing Strategy
  • Consumer Behavior
  • Social Marketing

 

Work Experience

Academic

  • Dean and Executive Director, Rennes School of Business (October 2023 – Present)
  • Research: 43 papers published in peer reviewed journals.
  • Teaching: High level of student satisfaction. Average evaluation of 3.89 on a scale of 0-4 (Graduate, Undergraduate and Executive Education courses).

Non academic

  • Chief Learning Officer, Carrefour – From October 2016 to present.
    – 1. Implementing the Corporate University, developing Learning & Development Initiatives
    (Executive Education, Coaching, Mentoring, etc) to the Top 500 executives of Carrefour
    – 2. Managing transversally 4.500.000 hours of training for more than 350.000 participants per
    year in nine different countries.
  • Marketing Consultant & Entrepreneur – From 1997 to 2013
    1. Designing and delivering projects for companies like IBM, McDonalds, Conforama, SAS,
    Auchan, Groupe PPR, Decathlon, among others.

 

Service

  • Associate Dean for Faculty and Research of Neoma Business School, from May 2013 to September 2016 (managing 250 people – Budget 38 million Euros).
  • Generated and managed more than 2.3 million Euros in public and private funded research projects in the last 10 years.

Service to the Academic Community

  • Services to Marketing Association
    – Immediate Past President, the Academy of Marketing Science, 2018-2020.
    – President, the Academy of Marketing Science, 2016-2018.
    – President-Elect, the Academy of Marketing Science, 2014-2016.
    – Vice-President for Programs, the Academy of Marketing Science, 2012-2014.
    – Vice-President for International Membership, the Academy of Marketing Science, 2010-2012.
  • Editorial Review Boards
    – Associate Editor of Journal of Consumer Marketing (2014 – present)
    – Journal of the Academy of Marketing Science (2013 – 2018)
    – Journal of Business Research (2005 – present)
    – Journal of Marketing Theory and Practice (2006 – present)
    – RAM – Recherche et Applications en Marketing (2014 – present)
    – ESIC Market (2008 – present)
  • Conference Co-Chair
    –  2012 AMS Annual Conference, New Orleans, USA, May 2012.
    – Academy of Marketing Science, World Marketing Congress, Reims, France, July, 2011.
    – Society for Marketing Advances, Retailing and Entrepreneurship Track, New Orleans, USA, May, 2006.
    – Academy of Marketing Science, International Retailing Conference, Reims, France, July, 2005.
  • Ad-Hoc Reviewer
    – Journal of Retailing and Consumer Services
    – American Marketing Association
    – Association for Consumer Research
    – Academy of Marketing Science Conference
    – International Journal of Retail and Distribution Management
    – International Marketing Review
    – Society for Marketing Advances Conference
    – French Marketing Association Conference
    – E.Thil French Retailing Conference

 

Grants, Honors and Awards

  • Member of the Jury for the “Academic Research in Management Award” (Prix Académique de la
    Recherche en Management), Syntec, FNEGE and Expansion Management Review.
  • The Harold and Muriel Berkman Faculty Achievement and Development Award. The Academy of
    Marketing Science, 2014.
  • JAMS (Journal of the Academy of Marketing Science) best reviewer Award – 2014.
  • Best Paper winner to the “Prix Académique de la Recherche en Management” 2014, in the section
    “Marketing and Decision Science”. Syntec, FNEGE and Expansion Management Review. Prix Special du
    Jury. France, 2014.
  • JBR (Journal of Business Research) 2013 – Certificate of Excellence in Reviewing.
  • Grant of 110,000 Euros for the project “Saving Water Resources”, by the Conseil Régional de Champagne
    Ardennes. Started in September 2012.
  • Grant of 110,000 Euros for the project “When Values Drive Performance”, by the Conseil Régional de
    Champagne Ardennes. Started in September 2011.
  • Grant of 110,000 Euros for the project “What Convey in Anti-Smoking Ads”, by the Conseil Régional de
    Champagne Ardennes. Started in September 2011.
  • Member of the Steering Committee of the Shopping Center Management and Consumer Services, HEC
    Montreal, Canada, from 2005 to present.
  • Member of the Scientific Committee of the Omer DeSerres Retailing Chair, HEC Montreal, Canada, from
    2003 to 2005.
  • Best Dissertation finalist, In-Vivo European Marketing Dissertation Competition, France, 2003.
  • Ph.D. Dissertation distinguished by the doctoral committee, IGR – France, 2003.
  • MSc Distinguished Dissertation, UFRGS, Brazil, 1998.

 

Intellectual Contributions

Selected Peer-Reviewed journals

  • Dipayan Biswas, Patrick Hartmann, Martin Eisend, Courtney Szocs, Bruna Jochims, Vanessa Apaolaza, Erik Hermann, Cristina M López, Adilson Borges (2023). Caffeine’s Effects on Consumer Spending. Journal of Marketing, 87 (2), 149-167.
  • Costa, Diego; Herter, Marcia; Borges, Adilson; Ferreira, Mario (2020). Reducing Ingroup Bias in Ethical Consumption: The Role of Construal Levels and Social Goodwill. Business Ethics Quarterly, 30 (1), 31-63
  • Gomez, Pierrick, Adilson Borges and Cornelia Pechmann (2013). Avoiding Poor Health or Approaching Good Health: Does It Matter? The Conceptualization, Measurement, and Consequences of Health Regulatory Focus, Journal of Consumer Psychology, 23 (4), 451-463
  • Pantoja, Felipe; Rossi, Patricia; Borges, Adilson (2016). How Product-Plot Integration and Cognitive Load Affect Brand Attitude: A Replication. Journal of Advertising, 45 (1), 113-119.
  • Borges, Adilson and Barry Babin (2012). Revisiting Low Price Guarantees: Does Consumer versus Retailer Governance Matter? Marketing Letters, 23 (3), 777-791.

All Peer-Reviewed journals

  • Dipayan Biswas, Patrick Hartmann, Martin Eisend, Courtney Szocs, Bruna Jochims, Vanessa Apaolaza, Erik Hermann, Cristina M López, Adilson Borges (2023). Caffeine’s Effects on Consumer Spending. Journal of Marketing, 87 (2), 149-167.
  • Herter, Marcia, A Borges, D Costa Pinto, M Boto Ferreira, A S. Mattila (2022). Using mindsets to boost health: how construal level and goal pursuit shape health message effectiveness on cessation behaviors. European Journal of Marketing, 56 (12), 3197-3226.
  • Felipe Pantoja & Adilson Borges (2021). Background music tempo effects on food evaluations and purchase intentions. Journal of Retailing and Consumer Services, 63, 102730.
  • BJ Babin, C Feng, A Borges (2021). As the wheel turns toward the future of retailing. Journal of Marketing Theory and Practice, 29 (1), 78-91.
  • Herter, Marcia; Borges, Adilson; Costa, Diego (2021). Which emotions make you healthier? The effects of sadness, embarrassment, and construal level on healthy behaviors. Journal of Business Research, 130 (9), 147-158.
  • BJ Babin, W Zhuang, A Borges (2021). Managing service recovery experience: effects of the forgiveness for older consumers. Journal of Retailing and Consumer Services, 58, 102222.
  • Shaked Gilboa, Iris Vilnai-Yavetz, Vince Mitchell, Adilson Borges, Kwabena Frimpong, Nourdine Belhsen (2020). Mall experiences are not universal: The moderating roles of national culture and mall industry age. Journal of Retailing and Consumer Services, 57, November 2020, 102210
  • Pantoja, Felipe; Borges, Adilson; Rossi, Patricia; Yamin, Amanda (2020). If I touch it, I will like it! The role of tactile inputs on gustatory perceptions of food items. Journal of Retailing and Consumer Services, 53 (2), 392-401.
  • Costa, Diego; Herter, Marcia; Borges, Adilson; Ferreira, Mario (2020). Reducing Ingroup Bias in Ethical Consumption: The Role of Construal Levels and Social Goodwill. Business Ethics Quarterly, 30 (1), 31-63.
  • Costa, Diego; Herter, Marcia; Rossi, Patricia; Nique, Walter; Borges, Adilson (2019). Recycling Cooperation and Buying Status: Effects of Pure and Competitive Altruism on Sustainable Behaviors. European Journal of Marketing, 53 (5), 944-971.
  • Zhuang, Weiling; Babin, Barry J.; Borges, Adilson (2019). Customers as “partial” employees of organizations: good or bad? Management Research Review, 42 (10), 1148-1168.
  • Rossi, Patricia; Pantoja, Felipe; Borges, Adilson; Werle, Caroline (2017). What a Delicious Name! Articulatory Movement Effects on Food Perception and Consumption. Journal of the Association for Consumer Research, 2 (4), 392-401.
  • Szocs, Courtney; Biswas, Dipayan; Borges, Adilson (2016). Cheers: To Haptic Sensations Enhancing Perceived Intoxication and the Emotional Responses Associated with Alcohol Consumption. Journal of the Association for Consumer Research, 1 (4), 569-578.
  • Babin, Barry J.; Borges, Adilson; James, Kevin (2016). The Role of Retail Price Image in a multi-country context: France and the USA. Journal of Business Research, 69 (3), 1074-1081.
  • Pantoja, Felipe; Rossi, Patricia; Borges, Adilson (2016). How Product-Plot Integration and Cognitive Load Affect Brand Attitude: A Replication. Journal of Advertising, 45 (1), 113-119.
  • Costa, Diego; Nique, Walter; Borges, Adilson; Herter, Marcia (2016). Green Consumers and their Identities: How Identities Change the Motivation for Green Consumption. International Journal of Consumer Studies, 40 (6), 742-753.
  • Ladeira, Wagner; Costa, Diego; Nique, Walter; Borges, Adilson; Herter, Marcia (2016). Running for Pleasure or Performance? How Store Attributes and Hedonic Product Value Influence Consumer Satisfaction. The International Review of Retail, Distribution and Consumer Research, 26 (5), 502-520.
  • Noh, Byungkuk; Borges, Adilson (2015). The Paradox of a Warning: Can No Warranty Really Signal Higher Quality? Psychology and Marketing, 32 (11), 1049-1060.
  • Dalmoro, Marlon; Costa, Diego; Nique, Walter; Borges, Adilson (2015). Global Brands in Emerging Markets: The Cultural Antecedents of Global Brand Preference. Journal of Brand Management, 22 (9), 721-736.
  • Borges, Adilson; Gomez, Pierrick (2015). How Products Induce Regulatory Fit: Evidence from the Health Domain. Journal of Consumer Marketing, 32 (6), 441-449.
  • Rossi, Patricia; Borges, Adilson; Bakpayev, Marat (2015). Private Labels versus National Brands: The Effects of Branding on Sensory Perceptions and Purchase Intentions, Journal of Retailing and Consumer Services, 27 (6), 74-79.
  • Borges, Adilson; Chebat, Jean-Charles (2015). Contribution to Social Marketing Strategies. Recherche et Applications en Marketing, 30 (3), 3-6.
  • Borges, Adilson; Herter, Marcia; Chebat, Jean-Charles (2015). “It Was not That Long!”: The Effects of In-Store TV Screen Content and Consumer Emotions on Consumer Waiting Perception, Journal of Retailing and Consumer Services, 22 (1), 96-106.
  • Felix, Reto; Borges, Adilson (2014). Celebrity endorser attractiveness, visual attention, and implications for ad attitudes and brand evaluations: A replication and extension, Journal of Brand Management, 21 (7-8), 579-593.
  • Costa Pinto, Diego; Herter, Marcia; da Camara Rossi, Patricia; Borges, Adilson (2014). Going Green for Self or for Others? Gender and Identity Effects on Sustainable Consumption, International Journal
  • Gomez, Pierrick, Adilson Borges and Cornelia Pechmann (2013). Avoiding Poor Health or Approaching Good Health: Does It Matter? The Conceptualization, Measurement, and Consequences of Health Regulatory Focus, Journal of Consumer Psychology, 23 (4), 451-463.
  • Barry Babin, Mitch Griffin, Adilson Borges and James S. Boles (2013). Negative Emotions, Value and Relationships: Differences Between Women and Men, Journal of Retailing and Consumer Services, 20 (5), 471-478.
  • Borges, Adilson, Barry Babin and Nathalie Spielmann (2013). Gender Orientation and Retail Atmosphere: Effects on Value Perception, International Journal of Retail & Distribution Management, 41 (7), 498-511.
  • Chebat, Jean-Charles; Muñoz, Yaromir; Borges, Adilson (2013). “Graphic Gambling Warnings: How they Affect Emotions, Cognitive Responses and Attitude Change”, Journal of Gambling Studies, 29 (3), 507-524.
  • Goudarzi, Kiane, Adilson Borges, and Jean-Charles Chebat (2013). Should Retailers Pay to Bring Customers Back? The Impact of Quick Response and Coupons on Purchase Outcomes, Journal of Business Research, 66 (5), 665-669.
  • Borges, Adilson and Barry Babin (2012). Revisiting Low Price Guarantees: Does Consumer versus Retailer Governance Matter?, Marketing Letters, 23 (3), 777-791.
  • Spielmann, Nathalie, Michel Laroche, and Adilson Borges (2012). “How Service Seasons the Experience: Measuring Hospitality Servicescapes”, International Journal of Hospitality Management 31 (2), 360-68.
  • Borges, Adilson (2011). The Effects of Digitally Enhanced Photos on Product Evaluation and Young Girls Self Esteem. Recherche et Applications en Marketing, 26 (4), 5-22.
  • Chebat, Jean-Charles; Davidow, Moshe; Borges, Adilson. (2011) More on the Role of Switching Costs in Service Markets: A Research Note. Journal of Business Research, 64, 8, 823-829.
  • Massicotte, Marie-Claude; Michon, Richard; Chebat, Jean-Charles; Sirgy, M. Joseph; Borges, Adilson. (2011) Effects of mall atmosphere on mall evaluation: Teenage versus adult shoppers. Journal of Retailing and Consumer Services, 18, 1, 74-80.
  • Borges, Adilson; Chebat, Jean-Charles; Babin, Barry J. (2010) Does a Companion Always Enhance the Shopping Experience. Journal of Retailing and Consumer Services, 17, 4, 294-299.
  • Borges, Adilson. (2009) Price Matching Guarantees: The Effects of Size of Refund and the Moderator Role of the Retail Price Strategy. Recherche et Applications en Marketing, Volume 24, No. 1, 29-41.
  • Borges, Adilson; Cliquet, Gérard; Fady, André. (2005) Promotional Assortment: Introducing Buying Association and Assessing Its Impact on Promotional Utility. International Journal of Retail and Distribution Management, Volume 33, No. 5, 343-352.
  • Tam, Nguyen Phuong ; Cliquet, Gérard ; Borges, Adilson; Leray, Frédéric (2003). L’opposition entre taille du marché et degré d’homogénéité des segments : une approche par la logique floue (The market size and homogeneity degree tradeoff : a fuzzy logic approach). Décision Marketing, Volume 32, October/December, 55-69.
  • Borges, Adilson; Fonseca, Marcelo (2002). O Uso das Pesquisas de Satisfação do Consumidor como Instrumento de Política Pública: o potencial de uso no caso do transporte coletivo de Porto Alegre (Using Satisfaction as Public Policy: a case study in Porto Alegre public transportation). RIMAR – Revista Interdisciplinar de Marketing, v.1, n.3, p. 38-50, Set./Dez.
  • Borges, Adilson; Luce, Fernando B. (2000). Estratégias Emergentes e Deliberadas: um estudo de caso dos Top of Mind da ADVB (Emergent and Deliberate Strategies: The Winners of ADVB case study). Revista de Administração de Empresas da Fundação Getúlio Vargas (RAE-FGV). V 40 (3), p. 36-44.
  • Borges, Adilson; Nique, Walter (1998). A formação de cestas de produtos por associações de compra geradas pelo consumidor: uma abordagem inicial (The Market Basket: An Initial Analysis). RAUSP – Revista de Administração da USP. Volume 33, No. 4. October/December, p. 72-80.
  • Borges, Adilson. (1997). A relação preço e qualidade no contexto da evolução do pensamento em marketing (the price x quality relationship: the evolution in marketing theory). Revista de Administração da UFRGS. Volume 7, October.

Refereed proceedings

  • Rossi, Patricia; Pantoja, Felipe; Borges, Adilson; Werle, Caroline. What a Delicious Name! The Relationship Between Embodiment and Food Consumption. Proceeding of the 2017 AMS Annual Conference, Coronado, USA, May 24th – 26th 2017
  • Biswas, Dipayan; Borges, Adilson; Szocs, Courtney. Champagne and Sensory Cues: The Influence of Haptic Sensations on Alcohol-Induced Hedonic Feeling. Proceeding of the 2017 AMS Annual Conference, Coronado, USA, May 24th – 26th 2017
  • Yamin, Amanda; Borges, Adilson; Jochims, Bruna. Is Not That She Is a Bad Person, but Something Is Probably Wrong. Proceeding of the 2017 AMS Annual Conference, Coronado, USA, May 24th – 26th 2017
  • Yamin, Amanda; Borges, Adilson. More than a Black Eye! The Effect of Violence Exposure in Anti-IPV Campaigns. Proceeding of the 2017 AMS Annual Conference, Coronado, USA, May 24th – 26th 2017
  • Pantoja, Felipe; Borges, Adilson; Rossi, Patricia; Yamin, Amanda. If I Touch I Like It! The Interplay Between Tactile Inputs and Gustatory Perceptions. Proceeding of the 2017 AMS Annual Conference, Coronado, USA, May 24th – 26th 2017
  • Pantoja, Felipe; Borges, Adilson. Is it a Matter of Tempo? Music Tempo Effects on Food’s Purchase Intentions and Percieved Taste. Proceeding of the 2017 AMS Annual Conference, Coronado, USA, May 24th – 26th 2017
  • Biswas, Dipayan; Borges, Adilson; Szocs, Courtney. Can Sensory and Experiential Factors Influence Effectiveness of Alcohol Warning Messages. Proceeding of the 2016 World Marketing Congress of the Academy of Marketing Science, Paris, France, July 19-23th 2016
  • Rossi, Patricia; Pantoja, Felipe; Borges, Adilson; Werle, Carolina. What a Delicious Name! The Relationship Between Embodiment and Food Consumption, Proceedings of the 2016 AMS Annual Conference, Disney, USA, 18-20 May 2016
  • Yamin, Amanda; Borges, Adilson; Jochims, Bruna. Is Not that She is a Bad Person, but Something is Probably Wrong, Proceedings of the 2016 AMS Annual Conference, Disney, USA, 18-20 May 2016
  • Rossi, Patricia; Pantoja, Felipe; Borges, Adilson. What a Delicious Name! Biasing Food Perceptions through Embodiment, Proceedings of the 2015 ACR North American Annual Conference, New Orleans, USA, 1-4 October 2015
  • Ramchandani, Mukta; Borges, Adilson. How does posture affect the behavior of customers and salespeople in a retail store? Proceedings of the 2015 ACR North American Annual Conference, New Orleans, USA, 1-4 October 2015
  • Ayadi, Kafia; Borges, Adilson. The role of peer identification in shaping the healthy-eating beliefs of children. Proceedings of the 2015 ACR North American Annual Conference, New Orleans, USA, 1-4 October 2015
  • Pantoja, Felipe; Borges, Adilson; Yamin, Amanda P.; Rossi, Patricia. Shining Bright Like a Diamond? It Might be Rich, But Only in Calories! A Structured Abstract. Proceedings of the 2015 AMS Annual Conference, Indianapolis, USA, 12-14 May 2015
  • Yamin, Amanda P.; Nique, Walter M.; Borges, Adilson. Are We All Equal in the Face of Social Comparison? The Moderating Role of Consumer Values: A Structured Abstract. Proceedings of the 2015 AMS Annual Conference, Denver, USA, 12-14 May 2015
  • Szocs, Courtney; Biswas, Dipayan; Borges, Adilson. Can Sensory and Experiential Factors Influence Effectiveness of Alcohol Warning Messages. Proceedings of the 2014 AMS Annual Conference, Indianapolis, USA, 21-23 May 2014
  • Pantoja, Felipe; Nique, Walter; Borges, Adilson; da Camara Rossi, Patricia. Towards a New Hierarchy of Personal Values: Activating Values in Biculturals through Language. Proceedings of the 2014 AMS Annual Conference, Indianapolis, USA, 21-23 May 2014
  • da Camara Rossi, Patricia; Borges, Adilson; Pantoja, Felipe. This Cannot Be a Private Label: Effects of Private Labels on Consumer Sensory Evaluation. Proceedings of the 2014 AMS Annual Conference, Indianapolis, USA, 21-23 May 2014
  • Costa Pinto, Diego; Borges, Adilson. Are Values Always Abstract? How Construal Level and Identities Influence the Use of Values on Green Consumption, Proceedings of the 2013 ACR North American Annual Conference, Chicago, USA, 3-6 October 2013
  • Costa Pinto, Diego; Herter, Marcia; da Camara Rossi, Patricia; Borges, Adilson. Going Green for Self vs. Others: Gender and Identity Salience Effects on Green Consumption, Proceedings of the 2013 ACR North American Annual Conference, Chicago, USA, 3-6 October 2013
  • Herter, Marcia; Borges, Adilson. When Emotional Messages Are More Abstract: The Effects of Message Frame and Levels of Construal on Negative Attitudes Towards Smoking, Proceedings of the 2013 ACR North American Annual Conference, Chicago, USA, 3-6 October 2013
  • James, Kevin; Babin, Barry; Borges, Adilson. Retailer Success: Value and Satisfaction, Proceedings of the 2013 AMS Annual Conference, Monterey, USA, 15-18 May 2013
  • Rossi, Patricia; Herter, Marcia; Costa, Diego; Borges, Adilson. “Are Blondes More Hedonic Than Brunettes?” Stereotype Effects on Willingness to Pay for Hedonic and Utilitarian Products, Proceedings of the 2013 AMS Annual Conference, Monterey, USA, 15-18 May 2013
  • Rossi, Patricia; Dos Santos, Cristiane P.; Borges, Adilson. Does all consumer retaliation have the same reason? The goals and emotions behind consumer retaliation, Proceedings of the 2013 AMS Annual Conference, Monterey, USA, 15-18 May 2013
  • Costa, Diego; Nique, Walter; Borges, Adilson; Herter, Marcia. My Values or our Identity? The Moderation Role of Identities on Value-Behavior Congruence and Green Consumption Decisions, Proceedings of the 2012 AMS Annual Conference, New Orleans, USA, 16-19 May 2012
  • Borges, Adilson; Gomez, Pierrick. Does a Product Category Have a Motivational Orientation? Effects on Health Message Efficacy, Proceedings of the 2011 ACR Conference, St Louis, USA, October 2011
  • Costa, Diego; Borges, Adilson; Herter, Marcia. Doing Non-Transcendent Go Green: the Moderating Role of Identity on Value-Behavior Relationship, Proceedings of the 2011 ACR Conference, St Louis, USA, October 2011
  • Herter, Marcia; Costa, Diego; Borges, Adilson; Nique, Walter. Going Green for Friends, Family or Community: How Different Levels of Subject Norms and Identity Influence Green Behavior, Proceedings of the 2011 ACR Conference, St Louis, USA, October 2011
  • Borges, Adilson. Value is in the Eye of the Beholder: Men, Women and Value. Proceeding of the 2011 World Marketing Congress of the Academy of Marketing Science, presented in Reims, France, July 19-23th 2011.
  • Costa, Diego; Dalmoro, Marlon; Nique, Walter; Borges, Adilson. When Local Brands are Better? The Moderator Role of Self-Construal on Identification with Global or Local Brands. Proceeding of the 2011 Academy of Marketing Science Conference, presented in Coral Gables, Florida, May 24-28th 2011.
  • Dalmoro, Marlon; Costa, Diego; Nique, Walter; Borges, Adilson. Global x Local Brands: How Values and Global Consumer Culture Influence Self-Brand Connection. Proceeding of the EMAC 2011, presented in Ljubljana, Slovenia, May 24-27th 2011.
  • Pechmann, C.; Pezzuti, T.; Pirouz, D.; Borges, A. Sunglasses, Hierarchy, and Negotiations: Gender Differences in Eye Gaze During Interpersonal Communication. Proceeding of the 2010 ACR Conference, presented in Jacksonville, USA, October 2010.
  • Gomez, P.; Borges, A. Avoiding poor health or approaching good health: Does it matter? Conceptualization, measurement and consequences of health regulatory focus. Proceeding of the 2010 ACR Conference, presented in Jacksonville, USA, October 2010.
  • PECHMANN, C.; PEZZUTI, T.; PIROUZ, D.; BORGES, A.; ALMEIDA, C. The Effect of Referent Age on Interpersonal Influence in Domains Related to Factual Information, Values, and Style. Proceeding of the 2009 ACR Conference, presented in St Petersburg, USA, October 2009.
  • Borges, A.; Babin, Barry J. The Low Price Guarantee in a General Merchandise Setting: The Moderating Role of the Burden of Proof. Proceeding of the 2009 AMS World Marketing Congress, presented in Oslo, Norway, July 2009.
  • Borges, A.; Babin, Barry J.; Spielmann, Nathalie. To Perceive is to Desire: How Consumer Gender Orientation Moderates the Effects of Retail Atmosphere and the Transfer of Value to Products. Proceedings of 25th AFM Conference, presented in London, UK, 14-15 May 2009.
  • BORGES, A.; CHEBAT, J.C. The Cigarette Placement in Movies: Priming Tobacco Risk-Related Warnings and its Social Effects on Youths. Proceeding of the 2006 Academy of Marketing Science Conference, presented in San Antonio, Texas, May 2006.
  • BORGES, A.; BABIN, Barry J. Product Category and Promotional Theme Congruency: Its Effect on Preference and Retail Store Image. Proceeding of the 2005 AMS Conference, presented in Palm Harbor, FL, May 2005.
  • BORGES, A. L’utilisation des mesures de fiabilité et de validité des associations d’achat : une application dans la distribution (A Proposition of Reliability and Validity Measures for Buying Associations). Actes du 21ème Congrès de l’ AFM – Association Française de Marketing. Nancy, France, mai 2005.
  • BORGES, A; SORE-LARREGAIN, R.; JULIAN, A. The Local Marketing Decisions: an Exploratory Study in a Retailing Context. Proceeding of the 2004 SMA Retail Symposium, St. Pittsburgh, USA, November 2004.
  • BORGES, A.; ROBERT, I. La composition de l’image d´un secteur d´activité : le cas de la distribution (Understanding the Retailing Image among Students). Actes du 20ème Congrès de l’AFM – Association Française de Marketing. St Malo, France, mai 2004.
  • BORGES, A ; CLIQUET, G. ; FADY, A. Promotional Assortment : Introducing Buying Association and Assessing Its Impact on Promotional Utility. Proceeding of The Seventh Triennial AMS/ACRA Retailing Conference, Columbus, USA, November 2003.
  • BORGES, A. Toward a New Supermarket Layout: From Industrial Categories to One Stop Shopping Organization Through a Data Mining Approach. Proceeding of 6th Annual Retail Strategy and Consumer Decision Research Seminar – Society for Marketing Advances, New Orleans, USA, 4 – 8 November 2003.
  • CLIQUET, G.; FADY, A.; BORGES, A. The French Retailing: an Overview. Proceeding of the 2003 SMA Retail Symposium, New Orleans, USA, 4 – 8 November 2003.
  • ALMEIDA, A ; NIQUE, W. ; BORGES, A. Avaliação da aplicabilidade da escala Consumption Emotions Set para a mensuração das emoções em experiências de consumo na cidade de Porto Alegre (The validation of the Consumption Emotion Set – CES – in a Brazilian context). 27O ANPAD Meeting – Brazilian Post-Graduate Association of Management. Utibaia, Brésil, 24 – 27 septembre 2003.
  • BORGES A. Assortiment promotionnel : concept, mesure et implication pour le commerce de détail (Promotional Assortment : Concept, Measurement and Implications for Retailers). Actes du 19ème Congrés de l’AFM – Association Française de Marketing. Tunis, Tunisie, mai 2003.
  • BOULBRY, Gaëlle ; BORGES A. La mésure du tempérament nostalgie : la validation d’une échèlle dans le contexte français (Validation of Nostalgia Proneness Scale in Franch Context). Actes du 19ème Congrés de l’ AFM – Association Française de Marketing. Tunis, Tunisie, mai 2003.
  • ROBERT-DEMONTROND, P. ; BORGES, A. ; THIEL, D. Implantation d’offres interdépendantes : construction mathématique du problème et résolution par heuristiques (Interdependent products : mathematical formalization problem and heuristique solution). Proceedings 18ème AFM Conference – French Marketing Association. Lille, France, May 2002.
  • TAM, Nguyen Phuong ; CLIQUET, Gérard ; BORGES, A. ; LERAY, Frédéric. The market size and homogeneity degree tradeoff : a fuzzy logic approach (L’opposition entre taille du marché et degré d’homogénéité des segments : une approche par la logique floue). Proceedings 18ème AFM Conference – French Marketing Association. Lille, France, May 2002.
  • BORGES, A. ; CLIQUET, Gérard ; FADY, André. L’association de produits dans les assortiments de supermarchés : critiques conceptuelles et nouvelles approche (The Products Association in an Assortment: Conceptual Critics and New Approach). Proceedings du Congrés de l’ AFM – French Marketing Association. Deauville, France, May 2001.
  • Terra, E.; Borges, A. Strategy for Mining Associations Rules in POS Scanner Data. ECIS-2000. European Conference on Information Systems – The cyberspace odyssey. Vienna – Austria. July 2000.
  • Borges, A. Associação de compra: conceito, medida e implicações para o marketing de varejo (The Buying Association: Concept, Measurement and Implications for Retailers). 25O ANPAD Meeting – Brazilian Post-Graduate Association of Management. Campinas, Brazil – September 2001.
  • Tam, Nguyen Phuong ; Borges, A. A segmentação de mercado a partir do método fuzzy logic: uma alternativa metodológica para o problema de superposição dos segmentos na classificação (A Fuzzy Logic Segmentation: An Alternative to Superposition Problem in Cluster Analysis). 25O ANPAD Meeting – Brazilian Management Post-Graduate Association. Campinas, Brazil – September 2001.
  • Borges, A.; Cunha, M. Os Mapas Perceptuais do Consumidor: O Uso da Técnica de “Multidimensional Scaling” como Estratégia de Representação dos Mapas Perceptuais do Consumidor (The Customers Perceptual Maps: The Use of Multidimensional Scaling to Represent the Consumers Perceptual Maps). 23O ANPAD Meeting – Brazilian Management Post-Graduate Association. Foz do Iguaçu, Brazil – September 1999.
  • Borges, A.; Nique, W. Market Basket Formation: A Case Study in Two Porto Alegre Supermarkets. 23O ANPAD Meeting – Brazilian Management Post-Graduate Association. Foz do Iguaçu, Brazil – September 1999.
  • Fonseca, M.; Borges, A. Using Satisfaction Index for Public Policy: The Case of Public Transportation in Porto Alegre. 22O ANPAD Meeting – Brazilian Management Post-Graduate Association. Foz do Iguaçu, Brazil – September 1998.
  • Cunha, M.; Borges, A.; Fashel, J. The CBF Satisfaction Measurement: An Approach Conceptual and Practical. 22O ANPAD Meeting – Brazilian Management Post-Graduate Association. Foz do Iguaçu, Brazil – September 1998.
  • Borges, A.; Müller, H. The Market Analysis: A Case Study of Rio Grande do Sul’s Margarine Market. Latin America Strategy Association. Montevideo, Uruguay – February 1997.
  • Dragheti, Luciana; Borges, A.; Müller, Hugo F. The Social Marketing: A Case Study of PPGA/UFRGS. 21O ANPAD Meeting – Brazilian Management Post-Graduate Association. Angra dos Reis, Brazil – September 1997.
  • Borges, A. Competitive Strategy: A Case Study in Rio Grande do Sul. 20O ANPAD Meeting – Brazilian Management Post-Graduate Association. Angra dos Reis, Brazil – September 1996.

Books, cases and other publications

  • Borges, A. ; Metz, Xavier (2014). La retouche photo, efficace pour les ventes, mais néfaste pour les ados. Blog HBR : http://www.hbrfrance.fr/chroniques-experts/2014/11/5207-la-retouche-photo-efficace-pour-les-ventes-maisnefaste- pour-les-ados/. Accès au 23 décembre 2014.
  • Borges, A.; Karyotis, C. (2012). Réussir son mémoire dans les écoles de commerce. Paris : Gualino, 118 pages.
  • Borges, A. (2011). Total Marketing Strategy: You won’t come back by chance. Case Study published in Barry J. Babin & Eric G. Harris, CB, 2nd Edition, South Western Educational Publishing, USA.
  • Borges, Adilson and Barry Babin (2010), “Kdd: Applying in Marketing Practice Using Point of Sale Information,” in Marketing Intelligent Systems Using Soft Computing: Managerial and Research Applications, Vol. 258, ed. Jorge Casillas and Francisco Martínez-López, Berlin / Heidelberg: Springer, 35-41.
  • Jara, M. and Borges, A. (2010). Auchan Nice – La Trinité : Une Etude Géomarketing et Merchandising. Case study and teaching note published by CCMP (Centrale de Cas et de Médias Pédagogiques), cod. M1635, Juin.
    Borges, A. and Ouellet, R. (2010). RP: Going Beyond Price to Build Price Image. Case Study Nb 510-069-1 and Teaching Note Nb 510-069-8. Clearinghouse Case Study Center.
  • Ouellet, R. and Borges, A. (2010). HH: New Product Development and the Importance of Channel Management. Cast Study Nb 510-068-1 and Teaching Note Nb 510-068-8. Clearinghouse Case Study Center.
  • Babin, B. J.; Borges, A. (2009). Oh Yeah, I Remember that Store! Memory, Experience, and Value. In Memorable Customer Experiences: A Research Anthology, Adam Lindgreen, Joëlle Vanhamme and Michael B. Beverland (Editors), Gower, Burlington, VT, pp. 161-175.
  • Borges, A. As oportunidades comerciais em 2009 (The commercial opportunities in 2009). Revue Market, Portugal, Janvier 2009.
  • Borges, A. (2007) L’Assortiment Promotionnel : Concept, Mesures et Implication pour les Distributeurs. In Marketing Perspectives, Salerno, F. et Collas, H. (Editors), Editeur, France.
  • Borges, A. (2007) As evoluções do varejo Europeu em 2007 (The retailing challenges for 2007). Revue Market, Portugal, 1, Janvier, pg. 18.
  • Borges, A. (2006) A novas tendências do consumidor Europeu (The new trends of the European Consumer). Magazine Market, Portugal, 10,
  • October 2006, pg. 15.
    Borges, A. Les innovations commerciales dans la distribution mondiale. Présentation faite à IFLS, Institut Français du Libre Service, Juin 2006.
  • Cliquet, G.; Fady, A.; Borges, A. The French Retailing: an Overview. 2003 SMA Retail Symposium, New Orleans, USA, November 2003.
  • Borges, A. VIVA : politique de fidélisation clients (Loyalty programs in retailing), Case study and teaching note published by CCMP (Centrale de Cas et de Médias Pédagogiques), cod. M1352, September 2004.
  • Borges, A. The Market Basket Formation in the Supermarkets. MBA Dissertation, Management Post-Graduate Program. Universidade Federal do Rio Grande do Sul, 113pg, Porto Alegre, Brazil, 1998.
  • Borges, A. The Low-Price Champion in Retailing: The Approach with Data Mining. In Varejo Competitivo – Volume III. PROVAR – Retailing Program FIA-USP. Coord. FELISONE, C.. Ed. Atlas – São Paulo, Brazil, 1998.
  • Siqueira, J.P.; Borges, A. The Frozze-food Brazilian Market. In Varejo Competitivo – Volume IV. PROVAR – Retailing Program FIA-USP. Coordenação FELISONE, C.. Ed. Atlas – São Paulo, Brazil, 1999.
  • Borges, A. The Behavior Theory in a Lay-out Merchandising: A Data Mining Approach. In Varejo Competitivo – Volume II. Editora Atlas, São Paulo, Brazil, 19971.