Gordy Pleyers
Professeur
Gordy Pleyers first studied social and cognitive psychology at the University of Liège from 1997 to 2002, where he developed a keen interest in the processes involved in the influence people's attitudes and behaviors. After earning his Master's degree in psychological sciences, he pursued a Master's degree in marketing from 2002 to 2004 at HEC and a doctoral thesis from 2002 to 2006 at the University of Louvain (UCLouvain). His doctoral research mainly consisted in examining individuals’ reactions towards products (using indirect measures in well-controlled laboratory settings) and how these reactions may be shaped by affective mechanisms. Following a post-doctoral position from 2006 to 2007, he aimed to bridge scientific approaches with the corporate world. He managed applied research projects for various private and public companies and served as a visiting professor at several universities. Since 2016, he has held a full-time position at UCLouvain (Louvain School of Management). His research covers various topics, mainly focusing on how cognitive science and experiential approaches can be applied to examine, understand, and influence individuals’ reactions to products. At the same time, he is in constant touch with the headquarters of leading companies in different countries to provide scientific inputs and, conversely, to draw inspiration for his research.
- Diploma
Year Label Educational Organization 2005 Diplômé d'études approfondies en psychologie Université catholique de Louvain 2006 Docteur en sciences psychologiques Université catholique de Louvain
- Courses
Name ID Marketing Research LLSMS2000 Neuromarketing, virtual reality and experimental approach LLSMS2005 On-line and Off-line Communication Strategies LLSMS2006 Marketing Studies LLSMS2024 Consulting Project LLSMS2901 Séminaire de méthodes de recherche en gestion MGEHD2144 Séminaire d'accompagnement au mémoire MGEHD2227
Gordy Pleyers’ research mainly focuses on how various design elements (e.g. shapes, colors, visuals, materials) that can be found on marketing tools (e.g. packaging, ads, web interfaces) can influence consumers’ responses at various levels, such as affective reaction, beliefs/thoughts (e.g. premium, authenticity, trustworthiness, sustainability), or sensory perceptions. He mainly uses an experimental approach in laboratory to examine causal effects (e.g., comparing the impacts of different options while removing the influence of unwanted factors that could otherwise distort the results) and consumers’ reactions at an “automatic” (“non-conscious”) level. Besides this main area, his research interests concern a variety of topics relating to attitude analysis and change (e.g., impact of using personal care products on well-being, factors affecting advertising effectiveness,
2023
Pleyers, Gordy. Visual complexity in product design: How does the degree of elaborateness of the front‐pack image impact consumers' responses?. In: Journal of Consumer Behaviour, , p. 1-28 (2023). doi:10.1002/cb.2282.
2021
Pleyers, Gordy ; Vermeulen, Nicolas. Consumption Coping with Aging: Individual Factors underlying the Use of Anti-aging Products. In: Journal of Consumer Behaviour, Vol. 20, no. 4, p. 980–995 (2021).
2021
Pleyers, Gordy ; Vermeulen, Nicolas. How does interactivity of online media hamper ad effectiveness. In: International Journal of Marketing Research, Vol. 63, no. 3, p. 335–352 (2021). doi:10.1177/1470785319867640.
2020
Pleyers, Gordy ; Poncin, Ingrid. Non-immersive virtual reality technologies in real estate: How customer experience drives attitudes toward properties and the service provider. In: Journal of Retailing and Consumer Services, Vol. 57, p. 102175 (2020). doi:10.1016/j.jretconser.2020.102175.
2019
Vermeulen, Nicolas ; Pleyers, Gordy ; Mermillod, Martial ; Corneille, Olivier ; Schaefer, Alexandre. Desperately seeking friends: How expectation of punishment modulates attention to angry and happy faces. In: Visual Cognition, Vol. 27, no.5-8, p. 649-656 (2019). doi:10.1080/13506285.2019.1676351.
2019
Pleyers, Gordy. Shape congruence in product design: Impacts on automatically activated attitudes Gordy Pleyers. In: Journal of Retailing and Consumer Services : forging the link between research and practice, (2019). doi:10.1016/j.jretconser.2019.101935.
2014
Vermeulen, Nicolas ; Corneille, Olivier ; Bayot, Marie ; Pleyers, Gordy ; Niedenthal, Paula M.. Emotion-specific load disrupts concomitant affective processing. In: The Quarterly Journal of Experimental Psychology, Vol. 67, no. 9, p. 1655-1660 (2014). doi:10.1080/17470218.2014.905610.
2014
Bayot, Marie ; Pleyers, Gordy ; Sauter, Disa A. ; Lefèvre, Nathalie ; Kotsou, Ilios ; Vermeulen, Nicolas. Joint effect of alexithymia and mood on the categorization of nonverbal emotional vocalizations. In: Psychiatry Research, Vol. 216, no. 2, p. 242-247 (2014). doi:10.1016/j.psychres.2013.12.007.
2013
Vermeulen, Nicolas ; Chang, Betty ; Mermillod, Martial ; Pleyers, Gordy ; Corneille, Olivier. Memory for words representing modal concepts : resource sharing with same-modality percepts is spontaneously required. In: Experimental Psychology, Vol. 60, no.4, p. 293-301 (2013). doi:10.1027/1618-3169/a000199.
2013
Vermeulen, Nicolas ; Pleyers, Gordy ; Mermillod, Martial. Second-person social neuroscience : connections to past and future theories, methods, and findings. In: Behavioral and Brain Sciences : an international journal of current research and theory with open peer commentary, Vol. 36, no.4, p. 440-441 (2013). doi:10.1017/S0140525X12002075.
2013
Vermeulen, Nicolas ; Chang, Betty ; Corneille, Olivier ; Pleyers, Gordy ; Mermillod, Martial. Verifying properties of concepts spontaneously requires sharing resources with same-modality percept. In: Cognitive Processing : international quarterly of cognitive science, Vol. 14, no. 1, p. 81-87 (2013). doi:10.1007/s10339-012-0533-1.
2009
Corneille, Olivier ; Yzerbyt, Vincent ; Pleyers, Gordy ; Mussweiler, Thomas. Beyond awareness and resources: Evaluative conditioning may be sensitive to processing goals. In: Journal of Experimental Social Psychology, Vol. 45, no. 1, p. 279-282 (2009). doi:10.1016/j.jesp.2008.08.020.
2009
Pleyers, Gordy ; Corneille, Olivier ; Yzerbyt, Vincent ; Luminet, Olivier. Evaluative conditioning may incur attentional costs. In: Journal of Experimental Psychology: Animal Behavior Processes, Vol. 35, no. 2, p. 279-85 (2009). doi:10.1037/a0013429.
2007
Pleyers, Gordy ; Corneille, Olivier ; Luminet, Olivier ; Yzerbyt, Vincent. Aware and (dis)liking: item-based analyses reveal that valence acquisition via evaluative conditioning emerges only when there is contingency awareness. In: Journal of Experimental Psychology: Learning, Memory, and Cognition, Vol. 33, no. 1, p. 130-144 (2007). doi:10.1037/0278-7393.33.1.130.
2005
Corneille, Olivier ; Monin, B ; Pleyers, Gordy. Is positivity a cue or a response option? Warm glow vs evaluative matching in the familiarity for attractive and not-so-attractive faces. In: Journal of Experimental Social Psychology, Vol. 41, no. 4, p. 431-437 (2005). doi:10.1016/j.jesp.2004.08.004.