Marc Vanhuele is a Professor of Marketing at HEC Paris. He has a Masters Degree in Communication Sciences and an MBA from KULeuven, Belgium, and a Ph.D. from the University of California, Los Angeles. Prior to joining HEC Paris in 1993 he worked at the London Business School and the University of California, Los Angeles. Professor Vanhuele's main research currently focuses on how consumers treat price information. His research has been published in leading academic journals and he is co-author of Consumer Behavior. Applications in Marketing (Sage 2017) that brings together the most recent research on consumer behavior of interest to marketers.