Centre Multidisciplinaire des Sciences Comportementales · that read “Centre Multidisciplinaire...

Activity Report

Centre Multidisciplinaire des Sciences Comportementales

Academic Year 2015/2016

About the lab 01

From the Director 02

Research input 05

Research output 05

Visiting chair in behavioural sciences 06

The team 07

INSEAD Institutional Review Board’s (IRB) ethical validation 07

Partnerships 07

New research equipment 08

Faculty & post-doctoral fellows 09

PhD students 09

On-going research projects - Affective computing & artificial intelligence 10

- Consumer behaviour 11

- Creativity & cross-cultural psychology 14

- Decision sciences 16

- Health, nutrition & wellbeing 18

- Neuroscience 20

Table of Contents

1Activity Report 2015/2016

About the lab

The Lab in Figures 2015/2016

The INSEAD-Sorbonne University Behavioural Lab, located across the street from La Sorbonne, brings behavioural scientists together to work on multidisciplinary projects. It provides custom-designed facilities for controlled laboratory experiments, allowing faculty and doctoral students from all academic disciplines to pursue world-class people-based research. Each project is unique and no standard formula is imposed.

11,439 volunteers for behavioural

experimentsthe highest number ever

84

projectsthe highest number ever

33

researchersthe highest number ever

6

seminars on key behavioural research issues

15

PhD students

23

guided tours

2 Activity Report 2015/2016

From the Director

Another year, another milestone.

In 2014, INSEAD’s behavioural lab, as it was then known internally, opened its door to our partners from Sorbonne University (SU) and everything changed. We removed the old plaque on 6 rue Victor Cousin and bolted a new one that read “Centre Multidisciplinaire des Sciences Comportementales Sorbonne Universités-INSEAD” and changed our website to www.inseadsorbonnelab.com. Colleagues from all key members of Sorbonne University—Université Pierre et Marie Curie, Université Paris Sorbonne, the Museum National d’Histoire Naturelle, and the Université de Technologie de Compiègne—joined our board. And then we waited, oscillating between the fear that no-one from SU would find our services useful, negating the substantial investment made by the university, and the fear that we would be unable to cope with a flood of new requests.

Two years later, I am proud to report that both fears were unfounded. Thanks to a textbook marketing 2.0 mix of emailing, off-site presentations, and on-site tours, we quickly recruited our first two teams, one from Paris Sorbonne and one from the Museum. They were rapidly followed by a couple of teams from UPMC who tested their fancy research tools at the lab. And then, in pure S-curve fashion, came the flood! The activity of the lab, as measured by the number of people participating in studies, jumped by 33% in 2014/2015 and then again by 32% in 2015/2016. As I am writing these lines, INSEAD only accounts for 33% of the researchers, 20% of the PhD students, and 42% of the people who participated in studies at the lab.

The collaboration with Sorbonne University did more than increase the activity of the lab. It also significantly broadened its skill set. Thanks to the funding made available by Sorbonne University, and prompted by the enthusiasm of UPMC colleagues, the lab has now acquired an eye-tracker, electroencephalogram recorders, skin conductance recorders, a face reader to measure emotions, and a motion-capture software to measure people’s postures and movements. The lab’s team has

conducted multiple workshops to train colleagues and students with these tools, which are now being adopted by researchers from other institutes.

Last but not least, the lab will launch in 2017-2018 the Sorbonne University INSEAD Distinguished Visiting Chair in Behavioral Sciences. The goal of the visiting chair, which is funded by Sorbonne University, is to attract world-level scholars and to enhance the visibility of the behavioral research conducted at SU. I am delighted that the first chair holder will be Professor Wendy Wood, who is the Provost Professor of Psychology and Business at the University of Southern California and Vice Dean of Research. Her research addresses the ways that habits guide behavior—and why they are so difficult to break. She is a world leading researcher (150+ publications, 20,000+ Google scholar citations), former Associate Editor of Psychological Review, JPSP and President of the Society for Personality and Social Psychology.

In closing, I would like to thank all the colleagues who chose to conduct studies at the lab. We are proud of your continued support. My deep appreciation also goes to the fantastic team of researchers—Huong Ngo, Jean-Yves Mariette, Nicolas Manoharan, Germain Dépetasse, and Sébastien Robin—who, under the supervision of Liselott Pettersson, have made all of these achievements possible.

Pierre Chandon, The L’Oréal Chaired Professor of Marketing – Innovation and Creativity, INSEAD, Director of the INSEAD-Sorbonne University Behavioural Lab


“My first experience with the INSEAD-Sorbonne University lab in summer 2015 is the stuff of legend. The experiment had taken us 6 years to nail down, and there we were, July 1st, looking at a lukewarm set of reviews requesting a massive additional control experiment due only 60 days later. My lab did not have the infrastructure to run 100 participants in such short time, nor did my colleagues’ overseas. We turned to INSEAD for help, and within a month and a half we had had our ethical application approved, rebuilt an entire experimental setup involving real-time voice transformations and electrophysiology, and had run N=90 participants, all this in the middle of the French summer vacation. The paper was accepted by PNAS in the first week of October. I can confidently say I had never seen research proceed that fast. “You’ve got me, I’m moving to Paris”, one of my Swedish co-authors wrote in reaction.”

Jean-Julien AucouturierChargé de recherche, CNRS, IRCAM


Research input

Research output

The lab is open to researchers from Sorbonne University (of which INSEAD is a founding member) and HEC. We provide the premises, specialised software/hardware, access to a pool of over 5,000 volunteers, and a team of skilled in-house experimenters – basically everything you could wish for to conduct world-class lab experiments with human participants. The researchers choose their topics freely – we do not impose the research agenda. We work on a “first come, first served” basis which enables us to start data collection swiftly. There are no quotas; if an experiment is ready, we collect the data. And we cut no corners.

During the academic year 2015/2016, 11,439 volunteers participated in our lab experiments, the highest number since it opened in 2002.

It is a great source of pride for us to see researchers publish peer-reviewed articles based on data collected at the lab year after year. Since 2002, an impressive 128 articles have been published in peer-reviewed journals such as the Journal of Personality and Social Psychology, Journal of Experimental Psychology: General, and the Journal of Marketing Research. During 2015/2016, researchers using the lab published 17 peer-reviewed articles. Every year, PhD students successfully defend their theses and obtain prestigious placements in research institutions around the world.

2 5 8 10 1320

2737

44

56

73

89

111

128

02/03 03/04 04/05 05/06 06/07 07/08 08/09 09/10 10/11 11/12 12/13 13/14 14/15 15/16


Visiting Chair in behavioural sciences

Thanks to the funding of Sorbonne University, Professor Wendy Wood from the University of Southern California will be the first holder of the new Sorbonne University INSEAD Distinguished Visiting Chair in Behavioural Sciences. The goal of the visiting chair is to attract world-level visiting scholars in order to promote behavioral research at SU and to enhance the visibility of the behavioral research conducted at SU. We are planning a prestigious event to launch the chair in January 2018, in addition to research seminars and method workshops.

The first chair holder will be Professor Wendy Wood, a world leading researcher (150+ publications, 20,000+ Google scholar citations) who is the Provost Professor of Psychology and Business at the University of Southern California and Vice Dean of Research. Her research addresses the ways that habits guide behavior—and why they are so difficult to break. Wendy Wood was the James B. Duke Professor of Psychology and Neuroscience and Professor of

Marketing. At Duke, Dr. Wood served as Co-Director of the Social Science Research Institute. While Co-Director, she also helped to found the National Consortium of Interdisciplinary Social Science Institutes. Dr. Wood is a Fellow of the American Psychological Association (Division 8), the American Psychological Society, Society for Experimental Social Psychology, and founding member of the Society for Research Synthesis Methodology. She served several terms on the Executive Committee of the Society of Experimental Social Psychology, was previously the Secretary-Treasurer of Society for Personality and Social Psychology, and is now serving a presidential term at Society for Personality and Social Psychology. She is also currently Associate Editor of Behavioral Science and Policy, and in the past has been associate editor of Psychological Review, Journal of Personality and Social Psychology, Personality and Social Psychology Bulletin, and Personality and Social Psychology Review.


The team

INSEAD Institutional Review Board’s (IRB) ethical validation

Partnerships

Our multilingual team has advanced degrees in behavioural sciences and a solid experience of experimental research. We take pride in our work and enjoy collaborating with researchers from all behavioural disciplines. With 91,893 participants since opening in 2002, we have probably conducted more behavioural experiments than any other lab of this kind.

Ethical validation is compulsory to publish research involving human participants in scholarly journals. It is also crucial to guarantee the wellbeing of research participants and to protect researchers and their institutions. The INSEAD Institutional Review Board’s (IRB) provides ethical validation in a streamlined process which takes an average of 3 days when all the information is provided in the original submission.

We are proud that HEC Paris has renewed for the sixth consecutive year its partnership with the lab, giving access to HEC researchers and PhD students to the lab’s infrastructure and services, and providing an additional source of funding for its operation.


New research equipment

The lab has recently acquired new high-tech measurement tools to complement traditional self-reported or observational measures. We now have an eye-tracker, electroencephalogram recorders, skin conductance recorders, facial recognition software to measure emotions, and motion-capture software to measure posture and movement. The lab team has conducted multiple workshops to train researchers and students in the use of these tools.


Faculty & post-doctoral fellows

PhD students

We believe researchers should be free to concentrate on what they do best – designing, analysing and writing up studies – and let us take care of the organisational nuts and bolts. When researchers choose to do that, they entrust us with their professional reputation. We know this. That’s why we never settle for anything less than total scientific integrity.

During the 2015/16 academic year, 33 faculty members & post-doctoral fellows conducted experiments at the lab. This is the highest number ever.

The lab is not only a research tool; it is also a learning tool where PhD students discover the fine arts of behavioural research with human participants under the guidance of their advisor and our experienced lab team. With our equipment and expertise, PhD students can collect more data in less time, thus enhancing their chances on the job market. During the 2015/16 academic year, 15 PhD students conducted experiments at the lab.


Affective computing & artificial intelligence

Faculty members

Christophe Marsala,Professeur en informatique, UPMC, Université Paris 06, LIP6, UMR 7606

Andrea Pinna,Maître de Conférences, UPMC, Université Paris 06, LIP6, UMR 7606

Patrick Garda,Professeur, UPMC, Université Paris 06, LIP6, UMR 7606

PhD student

Wenlu Wang,UPMC, Université Paris 06, LIP6, UMR 7606

Peer-reviewed publications, dissertations, and tenders (selection)

Billot, V. (2016) “Mise en place d’une collecte de données physiologiques” Mémoire de DEUST, Université Paris 2 Panthéon-Assas, UPMC/Paris 2, LIP6.

Yang, W. (2016) “Towards user-independent emotion recognition and implementation on hardware” Mémoire de mi-parcours de thèse, UPMC, LIP6.


Consumer behaviour

Faculty members

Pierre Chandon,The L’Oréal Chaired Professor of Marketing – Innovation and Creativity, INSEAD, Director of the INSEAD-Sorbonne University Behavioural Lab

Geneviève Cohen-Cheminet, Professor, Head of ARP Research Center, Paris IV Sorbonne, Membre intérieur de VALE

Renata Cruz-Teixeira,Senior Researcher, INRIA

David Dubois,Assistant Professor of Marketing, INSEAD

Hubert Gatignon,Emeritus Professor of Marketing, The Claude Jansen Chaired Professor of Business Administration, INSEAD, Chair of INSEAD-Sorbonne University Behavioural Lab Strategic Committee

Steven Sweldens,Distinguished Research Fellow, INSEAD, Associate Professor of Management, Rotterdam School of Management

“My research interest lies in consumers’ perceptions of the relationship between art and business. At the lab, I collected data from more than 1,000 potential consumers, which supported my theoretical hypothesis about the impact of art on consumers’ perception of luxury objects. The experiments are the quantitative part of an international collaboration with Professor Elena Cedrola (Macerata Universiy, Italy) and Professor Geneviève Cohen-Cheminet (Paris IV Sorbonne). The

results have been turned into an international conference presentation, scholarly articles, and a book will soon be delivered.”

Stéfania MaséParis IV & Université de Macerata (Italy), graduated in 2016


Consumer behaviour (continued)

PhD students

Stéfania Masé,Paris IV & Université de Macerata (Italie), graduated in 2016

André Quentin,Marketing, INSEAD


Chandon, P. and Ordabayeva N. (2016) “The Accuracy of Less: Natural Bounds Explain Why Quantity Decreases Are Estimated More Accurately Than Quantity Increases,” Journal of Experimental Psychology: General, forthcoming.

Dubois, D., Bonezzi, A., & De Angelis, M. (2016) “Sharing with Friends Versus Strangers: How Interpersonal Closeness Influences Word-of-Mouth Valence” Journal of Marketing Research, 53 (5), 712-727.

Dubois, D., Rucker, D., & Galinsky, A. (2015) “Social class, power, and selfishness: When and why upper and lower class individuals behave unethically” Journal of Personality and Social Psychology, 108 (3), 436-449.

“My research explores social influence dynamics, with a particular interest in how the digital landscape has changed the way consumers think, feel and behave. In one experiment conducted at the lab, I asked participants to share news about a product on Facebook or on LinkedIn. Sharing information with someone on Facebook increased feelings of proximity compared to sharing on the less personal platform LinkedIn. Overall, this research suggests that the medium is a

factor that changes perceptions of closeness. I would like to thank the entire lab team for their great help with this project.”

David DuboisAssistant Professor of Marketing, INSEAD


Dubois, D., Rucker, D., & Galinsky, A. (2016) “Dynamics of Communicator and Audience Power: The Persuasiveness of Competence versus Warmth” Journal of Consumer Research, 43 (1), 68-85.

Cruz-Teixera, R. European Commission FP7 project “User-Centric Networking”: https://usercentricnetworking.eu/.

Cruz-Teixera, R. Projet ANR “BottleNet : Comprendre et diagnostiquer les dégradations des communications de bout en bout dans l’Internet”.

Cornil, Y. & Chandon, P. (2015) “Pleasure as a Substitute for Size: How Multisensory Imagery Can Make People Happier with Smaller Food Portions” Journal of Marketing Research, 14(2).

Masé, S. (2016) Dissertation “Art & Entreprise : du parrainage et de la philanthropie au processus contemporain d’artification“ sous le co-tutelle de Mme Cohen-Cheminet G., Professeur, Université, Paris Sorbonne, et Mme Cedrola, E. Professeur, Università di Macerata.

Mohan, B., Chandon, P., & Riis, J. (2015) “Percentage Cost Discounts Always Beat Percentage Benefit Bonuses: Helping Consumers Evaluate Nominally Equivalent Percentage Changes”, Journal of Marketing Behavior, 1(1), 75-107.

Ordabayeva, N. & Chandon, P. (2016) “In the eye of the beholder: Visual biases in package and portion size perceptions”, Appetite, 103, 450-457.

Sweldens S., Puntoni S., Kruger J., & Vissers, M. (2014) “When the Personal Becomes Interpersonal: Public Posturing in Unrealistic Optimism”, Advances in Consumer Research, 48-50.


Creativity & cross-cultural psychology

Faculty members

Li Huang,Assistant Professor of Organisational Behaviour, INSEAD

Anne-Laure Sellier,Associate Professor, Member of CNRS-GREGHEC Research Group, HEC


Huang, L., Gino, F. & Galinsky, A. D. (2015) “The Highest Form of Intelligence: Sarcasm Increases Creativity for both Expressers and Recipients”, Organizational Behavior & Human Decision Processes, 131, 162-177.

“My research examines how individuals’ verbal and non-verbal communications affect others’ as well as their own psychological experiences and behaviour. In one of my experiments, participants engaged in sarcastic or sincere conversations. In another, participants acted as customer service employees and adopted various facial expressions and gestures. The lab gives me the opportunity to explore how experiences like these predict individuals’ perceptions,

cognition and behaviour.”

Li HuangAssistant Professor of Organisational Behaviour, INSEAD


Decision sciences

Faculty members

Enrico Diecidue,Professor of Decision Sciences, INSEAD

Natalia Karelaia, Associate Professor of Decision Sciences, INSEAD

Zoe Kinias,Assistant Professor of Organisational Behaviour, INSEAD

Roderick Swaab,Associate Professor of Organisational Behaviour, INSEAD

Stefan ThauAssociate Professor of Organisational Behaviour, INSEAD

Eric Uhlmann,Associate Professor of Organisational Behaviour, INSEAD

PhD students

Madi Amer,Organisational Behaviour, INSEAD

Pooja Mishra,Organisational Behaviour, INSEAD

Michael Schaerer,Organisational Behaviour, INSEAD

Isabelle Solal,Organisational Behaviour, INSEAD

Jeeva Sumasundaram,Decision Sciences, INSEAD, graduated in 2016



Anicich, E.M., Swaab, R.K. & Galinsky, A. D. (2015) “Hierarchical Cultural Values Predict Success and Fatality in High-stakes Teams”, Proceedings of the National Academy of Science of the United States of America (PNAS), 112 (5) 1338-1343.

Birnbaum, M.l. & Diecidue, E. (2015) “Testing a Class of Models that Includes Majority Rule and Regret Theories: Transitivity, Recycling, and Restricted Branch Independence”, Decision, 2 (3) 145-190.

Cojuharenco, I., Cornelissen, G., & Karelaia, N. (2016) “Yes, I can: Feeling connected to others increases perceived effectiveness and socially responsible behavior”, Journal of Environmental Psychology, 48, 75-86.

Lee, M., Pitesa, M., Pillutla, M., & Thau, S. (2016) “Male immorality: an evolutionary account of sex differences in unethical negotiation behavior”, Academy Of Management Journal, forthcoming.

Sumasundaram, J. (2016) Ph.D. in Management (Decision Sciences), Dissertation title: “Decision models of anticipatory emotions: From theory to practice” Committee: Diecidue, E. (Chair), INSEAD, Tsetlin, I., INSEAD, Wathieu, L., Georgetown University, Wertenbroch, K., INSEAD, & Zank, H., University of Manchester.

Swaab, R., Phillips, K.W.P. & Schaerer, M. (2015) “The Influence of Minorities in Virtual Teams: When Secret Conversation Opportunities Motivate Majorities to Process Dissent and Make Higher Quality Group Decisions”, Organizational Behavior & Human Decision Processes, in press.

“I do research on moral judgements, gender stereotyping, teams, and crowdsourcing science. I have used the lab to translate study materials and collect data for the French replications in worldwide replication projects, and to run original experimental studies. The lab is invaluable for empirical researchers at INSEAD”

Eric UhlmannAssociate Professor of Organisational Behaviour, INSEAD


Health, nutrition and wellbeing

Faculty members

Dr Judith Aron-Wisnewky,MD, ICAN, AP-HP, INSERM, UPMC, UMRS 1166, Nutriomics team

Azz-Eddine Bennani,Professeur, UTC

Ziv CarmonProfessor, Marketing, INSEAD Chaired Professor of Marketing in Memory of Erin Anderson, INSEAD

Pierre Chandon,The L’Oréal Chaired Professor of Marketing – Innovation and Creativity, INSEAD, Director of the INSEAD-Sorbonne University Behavioural Lab

Stephen E. Chick,Professor of Technology and Operations Management, The Novartis Chaired Professor of Healthcare Management, Academic Director of the Healthcare Management Initiative

Dr Karine Clément, MD, Professeur, ICAN, AP-HP, INSERM, UPMC, UMRS 1166, Nutriomics team

Etienne Maclouf,Maitre de conférence, Université Paris 2 Panthéon-Assas

Hilke Plassmann, Associated Professor, Marketing, INSEAD, INSERM, U960 Laboratoire de Neuroscience Cognitive, Economic Decision-Making Group, ENS, ICAN, AP-HP

Dr Christine Poitou-Bernert,Maitre de Conférence Universitaire-Praticien Hospitalier, Centre de Référence Maladies Rares “Syndrome de Prader Willi et apparentés”, Service de Nutrition, Pôle Cœur et Métabolisme, ICAN, INSERM, UMRS U1166 (Eq 6) Nutriomics, UPMC-Paris6

Anne-Caroline PrévotDirectrice de recherche CNRS, MNHN, UMR 7204, CESCO, SES, Membre du Comité stratégique du Centre Multidisciplinaire des Sciences Comportementales SU-INSEAD

Liane Schmidt,Post-doctoral Fellow, INSEAD, INSERM, U960 Laboratoire de Neuroscience Cognitive, Economic Decision-Making Group, ENS, ICAN, AP-H


PhD studentsAiqing Ling,Marketing, INSEAD

André Quentin,Marketing, INSEAD


Chandon, P. & André, Q. (2015) “Les effets du marketing sur les comportements alimentaires”, Cahiers de Nutrition et de Diététique, 50(6), 6S69-6S74.

Cornil, Y. & Chandon, P. (2015) “Pleasure as a Substitute for Size: How Multisensory Imagery Can Make People Happier with Smaller Food Portions”, Journal of Marketing Research, 53 (5), 847-64.

Ordabayeva, N. & Chandon, P. (2016) “In the eye of the beholder: Visual biases in package and portion size perceptions”, Appetite, 103, 450-457.

Plassmann, H. & Weber, B. (2015) “Individual Differences in Marketing Placebo Effects: Evidence from Brain Imaging and Behavioral Experiments”, Journal of Marketing Research, 52(4), 493-510.


Neuroscience

Faculty members

Jean-Julien Aucouturier, Chargé de recherche, CNRS, IRCAM

Clément Canonne,Chargé de recherche, CNRS, IRCAM

Laurent Cohen,Professeur de neurologie, AP-HP, Centre de Recherche de l’ICM, INSERM UMRS 975

Ouriel Grynszpan,Maître de Conférence, ISIR, UPMC

Hilke Plassmann, Associate Professor, Marketing, INSEAD, INSERM, U960 Laboratoire de Neuroscience Cognitive, Economic Decision-Making Group, ENS, ICAN, AP-HP

Emmanuel Ponsot,Post-doctoral Fellow, IRCAM

Liane Schmidt,Post-doctoral Fellow, INSEAD, INSERM, U960 Laboratoire de Neuroscience Cognitive, Economic Decision-Making Group, ENS, ICAN, AP-HP

Michael Vannier,Post-doctoral Fellow, Laboratoire STMS - UMR 9912, IRCAM, UPMC, CNRS

Isabelle Viaud-DelmonChercheuse, Equipe Espaces Acoustiques et Cognitifs, IRCAM, CNRS, UMR 9912


PhD students

Pablo Arias,IRCAM

Florence Bouhali,Paris-Descartes

Lise Hobeika,IRCAM

Aiqing Ling,Marketing, INSEAD

Laura Rachman,IRCAM

Marine Taffou,IRCAM


Aucouturier, J.J. & Canonne, C. (2016) “Harmony of affiliation and time for control: the social cognition of musical interactions”, Cognition (under revision).

Aucouturier, J., Johansson, P., Hall, L., Segnini, R., Mercadié, L., & Watanabe, K. (2016) “Covert digital manipulation of vocal emotion alter speakers’ emotional states in a congruent direction”, Proceedings of the National Academy of Sciences, 113(4), 948-953.

Hermann, S. (2016) « (R)évolutions musicales », Mémoire de M2 Formation Supérieure au Métiers du Son, Conservatoire Nationale de Musique et de Danse de Paris.

Plassmann, H. & Weber, B (2015) “ Individual Differences in Marketing Placebo Effects: Evidence from Brain Imaging and Behavioral Experiments”, Journal of Marketing Research, 52 (4) 493-510.

“The ability to communicate, judge and feel emotions might be what makes us unique. I am interested in understanding these mechanisms via speech, music and sound. I focus on acoustically-driven audio processing techniques to trigger reactions at a

behavioural, physiological and neural level.”

Pablo AriasIRCAM

Centre Multidisciplinaire des Sciences Comportementales Sorbonne Universités-INSEAD

INSEAD Sorbonne University Behavioural Lab

6, rue Victor Cousin75005 ParisTelephone: +33 (0)1 43 25 26 55E-mail: [email protected]

www.inseadsorbonnelab.com

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