Prof. Valéry Bezençon


Valéry Bezençon is a full professor of marketing at the Faculty of Economics and Business at the University of Neuchâtel. His interests revolve around social marketing and behaviour change approaches, such as nudging, in social, environmental and health domains, as well as consumer behaviour in relation to digital technologies. He occupies or has occupied diverse functions at the University, such as dean and vice-dean of the faculty, director of the Institute of Management, director of the Master of Science in International Business Development, co-director of the Bachelor of Science in Economics and Business and a member of various commissions. He was also an invited, visiting or affiliated professor at various universities (University of Lausanne, Florida State University, Ruhr-Universität Bochum, Pontificia Universidad Católica del Perú). He was previously a management consultant at McKinsey & Company.

In 2017, he reduced his activity as a professor to spend a day per week to take care of his two daughters and work part-time as a consultant. His activities as a consultant include advising and training organisations on how to change the behaviours of their audience (behavioural approaches, social marketing and nudging), or conducting studies in relation to one of these themes (for instance on the application of behavioural approaches to policy-making).

Valéry Bezençon holds a PhD in Management from the University of Neuchâtel and a Master of Science from the Ecole Polytechnique Fédérale de Lausanne.

Areas of expertise

  • Social marketing
  • Behavioural approaches and nudging
  • Consumer behaviour in relation to technology, health and sustainability



  • Marketing
  • Consumer Behaviour


  • Social Marketing

PhD programme

Continuing education

Previous teachings

  • Viral and Effective Communication (continuing education)
  • Behaviour change marketing for public and non-profit organisations (at HEC Lausanne)
  • Customer Relationship Management
  • Marketing Research
  • Corporate-level strategy (at Pontificia Universidad Católica del Perú)
  • Strategic Analysis (at Pontificia Universidad Católica del Perú)

5 selected publications

For the full list of publications, click here !

  • Bezençon, V., De Santo, A., Holzer, A., & Lanz, B. (2023). Escape Addict: A digital escape room for the prevention of addictions and risky behaviors in schools. Computers & Education200, 104798.
  • Uysal, E., Alavi, S., & Bezençon, V. (2022). Trojan horse or useful helper? A relationship perspective on artificial intelligence assistants with humanlike features. Journal of the Academy of Marketing Science (part of FT50 list), 50, 1-23.
  • Puntiroli, M., Moussaoui, L. & Bezençon, V. (2022). Are consumers consistent in their sustainable behaviours? A longitudinal study on consistency and spillover. Journal of Business Research, 144, 322-335.
  • Bezençon, V., Girardin, F., & Lunardo, R. (2020). When does an ethical attribute matter for product evaluation? The role of warm‐glow feelings for low‐rated products. Psychology & Marketing, 37(11), 1-15.
  • Bezençon, V., & Blili, S. (2009). Fair Trade Managerial Practices: Strategy, Organisation and Engagement. Journal of Business Ethics (part of FT50 list), 90(1), 95-113.

Professional experience

  • Freelance consultant (social marketing, nudges and other approaches to change behaviours)
  • Consultant at McKinsey & Company


  • Institute of Management, Rue A.-L. Breguet 2, 2000 Neuchâtel
  • Office : R 162
  • Email : valery.bezencon@unine.ch
  • Phone : +41 32 718 13 67