Curriculum Vitae

Elodie GENTINA
Marketing
Lille
CV
Biography:
Dr. Elodie Gentina successfully presented her dissertation in 2008, which was graded with highest honors. She was
then recruited at SKEMA Business School as an Assistant Professor.
Today, she is a permanent Associate Professor of Marketing at Skema Business School in France and contributes to
the laboratory affiliated with SKEMA Mercur Research Center.
Dr. Elodie Gentina is graduated of ESC Lille (Ecole Supérieure de Commerce de Lille). She holds a master in
research and a PhD in business from the University of Lille 2.
Dr Elodie Gentina has five years of experience in academic administration. She is an Associate Professor (AQ
dedicated) at SKEMA Business School. She also teaches on the Master Research program of the University of Lille 2.
She was a Visiting Fellow at Iowa State University (USA).
Professor Gentina’s research areas include intergenerational marketing and adolescent consumer socialization
issues, including sharing between two generations, adolescent consumers’ autonomy, adolescents’ social networks,
adolescents and retailing, sharing and collaborative consumption. Her research has appeared in outlets such as the
Journal of Business Research, Recherche et Applications en Marketing, Journal of Retailing and Consumer Services,
Décisions Marketing, Advances in Consumer Research, Journal of Consumer Behavior...
Skills & Interests
Teaching Skills
Case studies
Use of interactive videos
Social networks
Research Skills
Adolescent consumption behaviors
Cross-cultural studies
Sharing and collaborative consumption
Research methodology
Languages
French and english
International Interests
United States of America
Citizenship:
France
Qualification
Academically Qualified
Academic Degrees
HDR University of Lille 2, France, 2013
Doctorat Université Lille II, Lille, France, Doctorat en Marketing, 2008
Master Skema Business School, France, Master of Science in Management, 2005
Work Experience
Associate Professor in Marketing, SKEMA Business School (2011 - Present), Lille, France.
Assistant Professor in Marketing, SKEMA Business School (2008 - 2011), Lille, France.
Research fellow, Higher Education and Research Ministery, University of Lille 2 (2005 - 2008), Lille, France.
Affiliate professor, ESC Lille (2005 - 2008), Lille, France.
Affiliate professor, Iteem (Institut Technologique Européen d'Entrepreneuriat et du Management) (2005 - 2008), Lille,
France.
Affiliate professor, Ecole Centrale de Lille (2005 - 2008), Lille, France.
Visiting PhD Student, Iowa State University (2007 - 2007), Iowa, United States of America.
Purchase Assistant, 3 Suisses International (May, 2004 - September, 2004), N.C, France.
Marketing Assistant, Auchan (June, 2003 - September, 2003), N.C, France.
INTELLECTUAL CONTRIBUTIONS
Articles in Journals
Gentina, E. & Singh, P. (2015). How National Culture and Parental Style Affect the Process of
Adolescents' Ecological Resocialization; Sustainability? Revue Sustainability (7)., doi:
doi:10.3390/su7067581.
Gentina, E., Shrum, L.J., & Lowrez, T. (in press, 2015). A Social Network Analysis of Adolescent Social
Standing, Sharing and Acquisition Materialism, and Happiness. Advances in Consumer research.
Gentina, E. & Chandon, J.L. (in press, 2015). Le rôle du genre sur la fréquence de shopping en groupe
des adolscents : enbtre besoin d'individualisation et besoin d'assimilation. Recherches et Applications en
Marketing.
Gentina, E. & Chandon, J.L. (in press, 2015). Le rôle du genre sur la fréquence de shopping en groupe
des adolscents : enbtre besoin d'individualisation et besoin d'assimilation. Recherches et Applications en
Marketing.
Ruvio, A., Mandel, N., & Gentina, E. (in press, 2015). With Whom Do People Share? The Effects of
Upward and Downward Social Comparisons on Willingness to Share Possessions. Advances in
Consumer research.
Gentina, E., Butori, R., Rose, G., & Bakir, A. (2014). How national culture impacts teenage shopping
behavior: Comparing French and American consumers. Journal of Business Research, 67 (4), 464-470.
Gentina, E., Butori, R., & Heath, T. B. (2014). Unique but integrated: The role of individuation and
assimilation processes in teen opinion leadership. Journal of Business Research, 67 (2), 83-91.
Shrum, L. J., Lowrey, T. M., Pandelaere, M., Ruvio, A. A., Gentina, E., Furchheim, P., Herbert, M.,
Hudders, L., Lens, I., Mandel, N., Nairn, A., Samper, A., Soscia, I., Steinfield, L. (2014). Materialism: the
good, the bad, and the ugly. Journal of Marketing Management, 30 (17-18), 1858-1881.
Gentina, E. (2014). L'adolescent : un consommateur pas tout à fait comme les autres. Expansion
Management Review, 153 (2), 28-31.
Gentina, E. (in press, 2014). Understanding the effects of adolescent girls' social positions within peer
groups on exchange practices. Journal of Consumer Behaviour: An International Research Review.
Decoopman, I. & Gentina, E. (2013). La propension des mères à échanger des vêtements avec leur fille
adolescente : quelles conséquences pour le marketing ? Décisions Marketing, 70, 75-90.
Gentina, E. & Muratore, I. (2013). Etude de la validité interculturelle de l'échelle de mesure des
significations symboliques de l'argent auprès d'adolescents français et américains. Revue Française de
Marketing, 242.
Gentina, E. & Chandon, J. (2013). Adolescent shopping behavior. Different assimilation and individuation
needs in France and the united States. Journal of Retailing and Consumer Services, 20 (6), 609-616.
Gentina, E. & Bonsu, S. (2013). Peer Network Position and Shopping Behavior among
Adolescents. Journal of Retailing and Consumer Services, 20 (1), 87-93.
Gentina, E., Decoopman, I., & Ruvio, A. (2013). Social Comparison Motivation of Mothers' with their
Adolescent Daughters and its Effects on the Mother's Consumption Behaviour. Journal of Retailing and
Consumer Services, 20 (1), 94-101.
Gentina, E., Sakashita, M., Kimura, J.Y., & Decoopman, I. (2013). How national culture affects sharing
practices: French versus Japanese daughters and mothers. European Advances in Consumer Research,
10, 1-4.
Gentina, E., Collin-Lachaud, I., & Fosse-Gomez, M. (2012). Take 1, get 5!: la fidélisation collective des
adolescentes aux magasins de prêt-à-porter. Management & Avenir, 52, 157-174.
Gentina, E. & Fosse-Gomez, M. (2012). Shall we share our clothes? Understanding clothing exchanges
with friends during adolescence. Advances in Consumer research, 4, 1-9.
Gentina, E. & Fosse-Gomez, M. (2012). The practice of using makeup: a consumption ritual of adolescent
girls. Journal of Consumer Behaviour: An International Research Review, 11 (2), 115-123.
Gentina, E. & Muratore, I. (2012). The process of ecological resocialization by teenagers. Journal of
Consumer Behaviour: An International Research Review, 11 (2), 162-169.
Gentina, E. & Fosse-Gomez, MH. (2010). Identifying adolescent peer group structure: in the search of
social network methods. European Advances in Consumer Research, 9, 1-24.
Palan, K., Gentina, E., & Muratore, I. (2010). Adolescent consumption autonomy: A crosscultural
study. Journal of Business Research, 63 (12), 1342-1348.
Decoopman, I., Gentina, E., & Fosse-Gomez, M. (2010). La confusion des générations ? Les enjeux
identitaires des échanges vestimentaires entre les mères et leur fille adolescente. Recherches et
Applications en Marketing, 25 (3).
Articles in Proceedings
Gentina, E. (2013). Proposal for Materialism Track. Transformative Consumer Research.
Gentina, E., Kimura, J.Y., Sakashita, M., & Decoopman, I. (2013). Sharing from social comparison theory
perspective: a cross-cultural study of French and Japanese adolescent daughters' mothers. EMAC
Conference.
Gentina, E. (2013). Proposal for Materialism Track. Transformative Consumer Research.
Gentina, E., Sakashita, M., Kimura, J.Y., & Decoopman, I. (2013). How national culture affects sharing
practices: French versus Japanese daughters and mothers. European Advances in Consumer
Research.
Gentina, E. & Fosse-Gomez, M. (2012). "Shall we share our clothes?" Understanding clothing exchanges
with friends during adolescence. Advances in Consumer Research.
Decoopman, I., Gentina, E., & Fosse-Gomez, M. (2011). Confusion des Générations? Identity issues
around exchange of clothing between mothers and their adolescent daughters. Academy of Marketing
Annual Conference.
Gentina, E., Collin-Lachaud, I., & Fosse-Gomez, M. (2011). "Take 1, get 5!": la fidélisation collective des
adolescentes aux magasins de prêt-à-porter. 14ème Colloque International Etienne Thil.
Palan, K. & Gentina, E. (2010). Becoming autonomous consumers: a comparison of French and American
girls. Academy of Marketing Science Annual Conference.
Ben Mimoun, S., Gentina, E., & Garnier, M. (2010). Identité, extimité et marque, sur Facebook: Une
approche Webnographique. 15th Congress of the French Informational and Management Association.
Muratore, I. & Gentina, E. (2010). L'attitude à l'égard de l'argent chez l'adolescent et l'adulte : une
approche par la théorie du développement du jugement moral. Congress of the French Marketing
Association (Journées de recherche AFM - prix, gratuité, don).
Gentina, E., Muratore, I., & Sempels, C. (2010). Adolescent's Influence on Pro-Environmental Family
Decisions and Resocialization Processes. 4th International Conference on Child and Teens
Consumption.
GENTINA, E. (2009). L'autonomie chez l'adolescente consommatrice : conceptualisation et
mesure. Proceedings of the 25 th Congress of the French Marketing Association.
BEN MIMOUN, S., GENTINA, E., KOUACHI, W., & RASSAS, B. (2009). Le profil Facebook de l'avatar à
l'extimité : quel rôle pour les marques ? ECIG.
GENTINA, E., PALAN, K., & FOSSE-GOMEZ, MH. (2007). Consumption in rituals: application of
cosmetics by french teenage girls. Academy of Marketing Science Annual Conference.
GENTINA, E. & FOSSE-GOMEZ, MH. (2006). La consommation symbolique dans les rituels chez les
adolescentes. Application au maquillage. Proceedings of the 5th Congress of the French « Journées
Normandes de Recherche sur la Consommation ».
Books, Monographs, Compilations, Manuals
Gentina, E. (2012). L'adolescente consommatrice à la recherche de son autonomie Editions universitaires
europeennes.
Chapters, Cases, Readings, Supplements
Gentina, E. (2014). Le Marketing des adolescentes. L'art du Marketing to Women - On a assassiné la
ménagère. Dunod.
Gentina, E. (2014). What is generational marketing? And how does consumption contribute to strengthen
links between generations?. In M.R. Solomon, G.J. Bamossy, S. Askegaard and M.K. Hogg (Eds.),
Consumer Behaviour: A European Perspective.
GENTINA, E. (2009). Le consommateur adolescent : entre besoin d'individualité et besoin d'appartenance.
In Bournois et J. Thépôt (Ed.), Les paradoxes dans la gestion des entreprises, entre holisme et
individualisme. France: Vuibert.
GENTINA, E. & GARNIER, M. (2008). Etude de cas www.gagnez1000euros.be. Quand la consommation
responsable rencontre l'économie. In Sempels, C et Vandercammen, M. (Ed.), Oser le marketing durable.
France: Pearson.
Conference Presentations
Gentina, E., Shrum, L.J., & Lowrey, T. (2015, June). The role of assimilation and individuation in teen
attitudes toward luxury fashion brands: a cross-cultural study. 2015 Global Fashion Management
Conference, Florence, Italy.
Gentina, E., Kimura, J.Y., Sakashita, M., & Decoopman, I. (2013). Sharing from social comparison theory
perspective: a cross-cultural study of French and Japanese adolescent daughters' mothers. EMAC
Conference, Istanbul, Turkey.
Gentina, E., Sakashita, M., Kimura, J.Y., & Decoopman, I. (2013, July). How national culture affects
sharing practices: French versus Japanese daughters and mothers. European Advances in Consumer
Research, Barcelona, Spain.
Gentina, E. (2013, May). Proposal for Materialism Track. Transformative Consumer Research, Lille,
France.
Gentina, E. & Fosse-Gomez, M. (2012). "Shall we share our clothes?" Understanding clothing exchanges
with friends during adolescence. Advances in Consumer Research, Vancouver, Canada.
Decoopman, I. & Gentina, E. (2012, June). Marketing Générationnel, Marketing d'Adaptation? Conférence
Marketing & Business, Lille, France.
Decoopman, I., Gentina, E., & Fosse-Gomez, M. (2011). Confusion des Générations? Identity issues
around exchange of clothing between mothers and their adolescent daughters. Academy of Marketing
Annual Conference, Reims, France.
Gentina, E., Collin-Lachaud, I., & Fosse-Gomez, M. (2011). "Take 1, get 5!": la fidélisation collective des
adolescentes aux magasins de prêt-à-porter. 14ème Colloque International Etienne Thil, Roubaix, France.
Butori, R., Gentina, E., & Heath, T.H. (2011). Development versus maintenance dynamics underlying
opinion leadership during adolescence: The role of information seeking. Research Seminar INSEAD, Paris,
France.
Ben Mimoun, S., Gentina, E., & Garnier, M. (2010). Identité, extimité et marque, sur Facebook: Une
approche Webnographique. 15th Congress of the French Informational and Management Association, La
Rochelle, France.
GENTINA, E., MURATORE, I., & SEMPELS, C. (2010). Adolescent's influence on proenvironmental family
decisions and resocialization processes. Proceedings of the 4th International Conference on
Multidisciplinary Perspectives on Child and Teen Consumption, Linköping, Sweden.
Gentina, E., Muratore, I., & Sempels, C. (2010). Adolescent's Influence on Pro-Environmental Family
Decisions and Resocialization Processes. 4th International Conference on Child and Teens Consumption,
Linköping, Sweden.
Muratore, I. & Gentina, E. (2010). L'attitude à l'égard de l'argent chez l'adolescent et l'adulte : une
approche par la théorie du développement du jugement moral. Congress of the French Marketing
Association (Journées de recherche AFM - prix, gratuité, don), Tours, France.
Palan, K. & Gentina, E. (2010). Becoming autonomous consumers: a comparison of French and American
girls. Academy of Marketing Science Annual Conference, Lille, France.
Gentina, E. (2010). Tu peux me le passer? Etude des différentes formes non marchandes d'échanges de
vêtements entre adolescentes. Ateliers de Thésée, CEFAG (FNEGE), N/C, France.
Ben Mimoun, S., Gentina, E., Kouachi, W., & Rassas, B. (2009). Le profil Facebook de l'avatar à l'extimité :
quel rôle pour les marques ? ECIG, N.C, Tunisia.
GENTINA, E. (2009). L'autonomie : un concept clé pour aborder l'adolescente consommatrice,.
Proceedings of the 23 th Congress of the French Marketing Association, Aix-les-Bains, France.
GENTINA, E. (2009). L'autonomie chez l'adolescente consommatrice : conceptualisation et mesure.
Proceedings of the 25 th Congress of the French Marketing Association, London, United Kingdom.
Gentina, E. (2008). Les paradoxes en Gestion des Entreprises. Entre holisme et individualisme. Ateliers de
Thésée, CEFAG (FNEGE), N/C, France.
GENTINA, E., PALAN, K., & FOSSE-GOMEZ, MH. (2007). Consumption in rituals: application of
cosmetics by french teenage girls. Academy of Marketing Science Annual Conference, Florida, United
States of America.
GENTINA, E. & FOSSE-GOMEZ, MH. (2006). La consommation symbolique dans les rituels chez les
adolescentes. Application au maquillage. Proceedings of the 5th Congress of the French « Journées
Normandes de Recherche sur la Consommation », Caen, France.
Other Research
2014: Gentina, E., Contre la crise d'ado, le shopping est-il un remède ? - Womenology.fr. [DisciplineBased Scholarship]
2013: Gentina, E., Apprentissage de la Féminité: quelles différences culturelles, Womenology - Au
Féminin.com, Oct. 29th 2013. [Contributions To Practice]
2013: Gentina, E., Les spécificités du duo mère-fille à l'international, Womenology - Au Féminin.com, Nov.
4th 2013. [Contributions To Practice]
2013: Gentina, E., Comment l'identité nationale façonne le comportement commercial des adolescents Le Nouvel Observateur, Sept. 12th 2013. [Contributions To Practice]
2013: Gentina, E., L'impact marketing sur les marques du partage de vêtements entre mère et fille - Les
Echos. [Contributions To Practice]
Professional Service
Chair: Conference / Track / Program
2015: Transformative Consumer Research (International).
Proposal for Children and Materialism track Innovative Tracks for Action and Engagement Furthering Cross-Cultural Empirical
Work on Childhood Materialismfor the 6th Transformative Consumer Research (withTina Lowrey; Agnes Nairn*; Liselot
Hudders*; Veroline Cauberghe; Lan Chaplin*; Hua Li*; Fiona Spotswood*), Transformative Consumer Research, Vol. 4 (pp. 1-4).
Provo, UT: Association for Consumer Research.
PhD supervision (students from other institutions)
2011: Research Master (University of Lille 2, with MH Fosse-Gomez) (National).
Reviewer: Conference Paper
2011 – 2014: Academy of Marketing Science Annual Conference (International).
2011 – 2014: EMAC (International).
2011 – 2014: Advances in Consumer Research (International).
2010 – 2014: Association Française du Marketing (International).
Reviewer: Reviewer for a Journal
2012 – 2014: Décisions Marketing (International).
2012 – 2014: Recherches et Applications en Marketing (International).
2012 – 2014: Journal of Consumer Behavior (International).
2012 – 2014: Journal of Business Research (International).
2012 – 2014: Journal of Marketing Management (International).
2012 – 2014: Journal of Retailing and Consumer Services (International).
Professional Memberships
EMAC, NC
Academy of Marketing Science (AMS World Marketing Congress), N.C
Advances in Consumer Research, N.C
AFM (Marketing French Association), N.C