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Mathieu Lajante

Dr. Mathieu Lajante

Associate Professor
DepartmentMarketing Management
EducationPhD
OfficeTBD
Phone416-979-5000, ext. TBD

Overview

Dr. Mathieu Lajante is an Associate Professor at the Ted Rogers School of Management, Ryerson University. He received his Ph.D in Management Science from University of Rennes 1, France. He obtained a MSc in Law, Economics & Management specialized in operational and strategic marketing from University of Rennes 1, France and a BA in Insurance, Bank, Finance from University of Toulouse 3, France His previous work experiences include Crédit Agricole Bank and Chanel.

Dr Lajante devoted his PhD research to disentangle the concepts of aesthetic and utilitarian emotion for social (threatening tobacco warnings) and commercial (TV advertising) marketing communication effectiveness by means of neuroscience methods. He developed a strong expertise in psychophysiology and neuroscience and now, he develop a research program called “The firm’s empathic capacity” that aims at studying firm-customer emotional connectedness throughout technology-infused customer journey. Dr Lajante addresses the “missing middle” in interface technologies that serve as the medium in firm-customer interaction and he strives to understand the role of empathy in a technology-infused omni-channel customer journey, and to determine what combinations of human (touch) and machine (tech) functions are most effective in retailing and consumer services.

He has published in several marketing journals, which include Journal of Retailing and Consumer Services, Journal of Consumer Marketing, Journal of Advertising Research, Journal of Neuroscience, Psychology and Economics, and Frontiers in Psychology.

Besides his research activities, Dr Lajante is a skilled and dedicated instructor, taking his duty seriously. He has taught marketing at undergraduate, graduate and doctoral levels and in different cultural contexts (i.e., France, Canada, Senegal and Japan) and he enjoys the contact with students from different backgrounds.

Neuromarketing/consumer’s neuroscience; services marketing; customers emotion; organizational frontline.

Publications in Refereed Journals
Lajante M. & Lux G. (in press) Why organizational researchers should consider psychophysiology when investigating emotion. Frontiers in Psychology—Organizational Psychology.
Lacoste-Badie S., Gallopel-Morvan K., Lajante M. & Droulers O. (2019). How do smokers respond to pictorial and threatening tobacco warnings? Journal of Consumer Marketing, 36, 461-471.
Lajante M. & Ladhari R. (2019). The promise and perils of the peripheral psychophysiology of emotion in retailing and consumer services. Journal of Retailing and Consumer Services, 50, 305-313.
Ladhari R., Gonthier J. & Lajante M. (2019). Generation Y and online fashion shopping: Orientations and profiles. Journal of Retailing and Consumer Services, 48, 113-121.
Lajante M. & Lux G. (2018). Ouvrons la boite noire des émotions pour comprendre le processus d’appropriation des outils de gestion. Revue Finance Contrôle Stratégie, 21(3), 103-127.
Droulers O., Gallopel-Morvan K., Lacoste-Badie S. & Lajante M. (2017). The influence of threatening visual warnings on tobacco packaging: Measuring the impact of threat level, image size, and type of pack through psychophysiological and self-report methods. PloS One, 12 (9).
Lajante M., Droulers O., & Amarantini D. (2017). How reliable are “state-of-the-art” facial EMG processing methods? Guidelines for improving the assessment of emotional valence in advertising research. Journal of Advertising Research, 57, 28-37.
Lux G. & Lajante M. (2017). Introducing emotion in the appropriation of management tools: A propaedeutic. International Journal of Work Organization and Emotion, 8(3), 213-233.
Droulers O., Lajante M. & Lacoste-Badie S. (2013), Apport de la démarche neuroscientifique à la mesure des émotions : importation d’une nouvelle méthode de mesure de l’activité électrodermale, Décisions Marketing, 72, 87-101.
Lajante M. & Droulers O. (2013), Importation de la théorie de l’évaluation cognitive et dynamique des processus émotionnels : illustration par la mesure de l’activité du système nerveux autonome, Management & Avenir, 62, 171-187.
Droulers O., Lajante M., Jamet E., Lacoste-Badie S. & Minvielle M. (2013), Effet de la complexité visuelle du packaging sur l’attention portée à la marque, La Revue des Sciences de Gestion, 261/262, 39-44.
Lajante M., Droulers O., Dondaine T. & Amarantini D. (2012). Opening the « black box » of electrodermal activity in consumer neuroscience research. Journal of Neuroscience, Psychology, and Economics, 5, 238-249.
Selected Conference Proceedings
Lajante M. (2020). Firms’ Empathic Capacity: A conceptual framework to determine the appropriate mix of tech and touch at the organizational frontlines. Organizational Frontline Research (OFR) Symposium, San Diego, USA, February 13-14.
Lajante M. & Jackson P. (2019). Augmented empathic capacity: A new perspective for raising prosocial interactivity and customer engagement in the automated service era. SERVSIG Frontiers in Service Conference, National University of Singapore, Singapore, July 19-21.
Lajante M. (2019). Augmented empathic capacity: An integrative framework for supporting customer engagement throughout the automated customer journey. Sixth International Conference on National Brand & Private Label, Barcelona, Spain, June 12-14.
Lacoste-Badie S., Droulers O. & Lajante M. (2017). Exploring aesthetic emotions as an antecedent of attitude toward the advertising: A psychophysiological study. SCP-JACS Collaborative Conference, Tokyo, Japan, May 18-19.
Matsumoto E., Kawashima T., Zaitsu M., Lajante M. & Naito T. (2017), Medial prefrontal activation and liking/wanting judgments: Near-Infrared Spectroscopy (NIRS) study, The Cognitive Neuroscience Society Annual Meeting, San Francisco, USA, March 25-28.  
Kawashima T., Lajante M., Wakabayashi M., Kitaguchi M., Naito T. & Matsumoto E. (2016), Individual differences in reward sensitivity and both liking and wanting food with novel packaging design, The 31st International Congress of Psychology, Yokohama, Japan, July 24-29.  
Matsumoto E., Kawashima T., Takeushi M., Lajante M., Wakabayashi M., Kitaguchi M. & Naito T. (2016), Distinctive effects of visual novelty of package design between aesthetic preference and “want to eat” judgment, The 31st International Congress of Psychology, Yokohama, Japan, July 24-29.
Lajante M., Droulers O. & Lacoste-Badie S. (2015), Aesthetic emotions induced by TV advertising predict consumers’ attitudes, The 2015 Conference of the International Society for Research on Emotion, Geneva, Switzerland, July 8-10.
Droulers O., Lajante M., Derbaix C., Poncin I. & Roullet B. (2014), Psychophysiological measures as a new method to measure advertising effectiveness, The 43rd EMAC Annual Conference, SIG: Psychophysiological measures: last developments in marketing research, Valencia, Spain, June 3-6.
Lajante M. & Droulers O. (2012), Measuring arousal in consumer research: A new EDA signal processing method, Advances in Consumer Research North America Conference, Vancouver, Canada, October 4-7.
Lajante M., Droulers O., Dondaine T. et Amarantini D. (2012), Opening the « black box » of electrodermal activity in consumer neuroscience research, NeuroPsychoEconomics Conference Proceedings, Rotterdam, The Netherlands, June 14-15.
Book Chapters and Peer-reviewed Extended Abstracts
Lajante M. & Del Prete M. (in press), Technology-infused organizational frontlines: When (not) to use chatbots in retailing to promote customer engagement. In E. Pantano (ed.): Retail future: the good, the bad, and the ugly of the digital transformation, Bingley: Emerald Group Publishing.
Lajante M. (2019). Augmented empathic capacity: An integrative framework for supporting customer engagement throughout the automated customer journey. In F.J. Martinez-Lopez, J.C. Gazquèz-Abad and A. Roggeveen (eds.): Advances in National Brand and Private Label, Vol. 6, pp. 121-129, Springer.
Lajante M. (2019), Firm’s empathic capacity: A social neuroscience perspective for managing customer engagement in the digital era. In: G. N’Goalla, V. Pez-Pérard & I. Prim-Allaz (eds.), CRM in the Digital Era. London: ISTE-Wiley. [also available in French edition]
Matsumoto E., Kawashima T., Takeshi M., Lajante M., Wakabayashi M., Kitagushi M. & Naito T. (2016). Distinctive effects of visual novelty of package design between aesthetic preference and want-to-eat judgment, International Journal of Psychology, 51, pp. 176.
Kawashima T., Lajante M., Wakabayashi M., Kitaguchi M., Naito T. & Matsumoto E. (2016). Individual differences in reward sensitivity and both liking and wanting food with novel package design, International Journal of Psychology, 51, pp. 173.
Droulers O. & Lajante M. (2015), Apports de la psychophysiologie à l’étude des émotions en marketing. In : I. Poncin & J-L. Herrmann (Coord.), Les réactions affectives du consommateur : ces raisons du cœur que la raison ignore (pp. 39-71). Louvain : Presses Universitaires de Louvain.
Lajante M. (2012), Regard d’expert : l’eye-tracking pour mieux comprendre la vision shopper de l’offre. In: A. Fady, V. Renaudin & D. Vyt (Coord.), Merchandising: du category management au e-merchandising (pp. 24-25). Paris: Vuibert.
Lajante M. & Droulers O. (2012). Measuring arousal in consumer research: A new EDA signal processing method. In Z. Gürhan-Canli, C. Otnes and R.J. Zhu (eds.): NA - Advances in Consumer Research, Vancouver, BC: Association for Consumer Research, Vol. 40, pp. 763-764.
Publication in Business Magazines and Interviews
Paper published in The Conversation Canada (2020), about the effect the Covid-19 pandemic in consumer behavior [co-authored with 14 French and Canadians colleagues]
Paper published in SURVEYMAG (2019), about firms’ empathic capacity throughout technology-infused customer journey
Paper published in SURVEYMAG (2019), about the concept of firm’s empathic capacity in the automated service interaction era  
Interviewed for the KIAMO’S WHITE PAPER (2019), about the role of emotional connectedness in customer experience
Interviewed for STRATÉGIES (2016), about the role of emotion in advertising
Interviewed for OUEST France (2014), about the efficiency of tobacco plain packs and threatening warnings
Interviewed for TF1, a French free-to-air television channel (2013), about the applications of neuromarketing
Interviewed by FRANCE2, a French public national television channel (2012), about the applications of neuromarketing
Course code Course title
MKT 702 Advanced Marketing Management
Year Source / Grant Amount
2020 Research Grant (2020), OBVIA-International Observatory on the Societal Impacts of AI and Digital Technology, “A virtual Patient and Citizen Community (COMVIP): An Inclusive, Multi-Generational Panel for Optimal Use of Digital and AI in Healthcare” (co-investigator; Principal investigator: Pr. Marie-Pierre Gagnon, ULaval, Quebec, Qc) CA$129,862,94/3 years
2019 Insight Development Grant, SSRHC, “Effects of automated service interactions on firm’s empathic capacity” CA$45,588/2 years
2017 Junior Faculty Research Grant, Faculty of Business Administration, Université Laval CA$30,000/3 years
2015 Junior Professor Award: A Research Mobility Program, The French Foundation for Management Education, France €10,000/6 months
2012 Research Grant, n ̊ 2013-154, I(D)MATREC, the French National Cancer Institute, “Impact of plain tobacco packaging and threatening visual warnings on smokers perception, emotion, and behaviors” (co-investigator; Principal Investigator: Pr. Karine Gallopel-Morvan) €110,000/2 years
2010 Recipient of the Doctoral Award, Minister of Higher Education and Research, France €60,660/3 years
2008 Exceptional Merit Scholarship, CROUS Toulouse-Occitanie, France €8,200/2 years
Honour / Award
Winner of the award for best professor of the year 2019-2020, Marketing department, Administration Science Student Association of Laval University (AESAL) for this award
Winner of the award for publication of the thesis (Vuibert: Paris, pp. 256), 2014, The French Foundation for Management Education, Paris, France
Finalist of the Sphinx thesis award, 2014, Le Sphinx, Paris, France
Winner of the first thesis award, 2013, SHOS Doctoral School, Rennes 1 Foundation
Other qualifications, employment history, media mentions, professional affiliations, other interests, recent activity
Industry keynote presentations
Club Neurosciences & Marketing, ADETEM, Paris, France—June 2016
Printemps des Etudes 5th edition, Paris, France—April 2016
Syntec Etudes, Paris, France—December 2015
2nd AFM/Syntec Etudes meetings in collaboration with Nielsen Neuro, Paris, France—July 2015
Invited presentation and workshops
Fordham University, NYC, USA (“Let’s Talk About Service Workshop”)—December 2019
Université Clermont Auvergne, France—March 2019
Université Toulouse 1 Capitole, France—March 2018
University of Kobe, Japan—August 2016
University of Amsterdam, The Netherlands—April & May 2016
Amsterdam Interdisciplinary Centre for Emotion, The Netherlands—March 2016
University of Kobe, Japan—February 2015
University of Helsinki, Finland—June 2014
Université de Rennes 1, France—March & April 2013; April 2014
Guest lectures
2019-20 Customer engagement in automated service interaction. Université Clermont Auvergne, France
2018-19 Emotion in organizational behavior, PhD program, Université Laval, Canada
2015-16 Principles of marketing. Centrale SUPELEC, France
2015 Marketing Research. Université Gaston-Berger, Senegal
2015 Cross-cultural consumer behavior. Kobe University, Japan
International experiences
Faculty of Inter-Cultural Studies, Kobe University, Japan (July/August 2016)
Faculty of Social and Behavioral Sciences, Department of Social Psychology, University of Amsterdam, The Netherlands (March/April 2015 & January/June 2016)
Faculty of Social Sciences, Department of Social Research, University of Helsinki, Finland (June/October 2014)
Conference and workshop committee
Workshop on applied psychophysiology in business research (2018), Faculty of Business Administration, Université Laval, Canada
International Business and Consumer Research Conference (2017), Kenzi Menara Palace, Marrakech, Morocco.
Workshop on applied psychophysiology in marketing (2015), AFM and Rennes Graduate School of Management, University of Rennes 1, France
International Workshop on Neuroscience and Marketing: New Insights in Attention and Emotion Research (2014) Rennes Graduate School of Management, University of Rennes 1, France
Special Interest Group « Psychophysiological measures: Last development in marketing research » (2014) European Marketing Association Conference, Valencia, Spain.
3rd Health Marketing International Day (2014) EHESP School of Public Health, France
Special Interest Group « Apports de la psychophysiologie à l’étude des cognitions et des affects du consommateur : Vers un renouveau de la discipline? » (2013) International Conference of the French Marketing Association, La Rochelle, France.
Professional service
Ad-hoc reviewer for Journal of Service Management, Journal of Marketing Management and Behavioral Sciences
Ad-hoc reviewer for Advances in Consumer Research North America Conference and Academy of Marketing Science Conference
Evaluator for Agence Nationale de la Recherche, France