Associate Professor

IREGE: French Doctoral Diploma in Business Management


Research topics

1. The use of marketing communication tools to reduce intentions to waste food

2. Impact of misshapen produce on store image and intentions to waste food

3. Imagination and its role in food consumption and craving

4. Understanding wise consumers

Prices and awards

Thomas C. Kinnear Award
Journal of Public Policy & Marketing Editorial Review Board for the article that has made a lasting contribution in the area marketing and public policy



  • AMA
  • AFM

Communications & Seminars

  • Birau M.M., & Clifft, S. (May 2020)“How can offensive language fight against homophobia”Marketing and Public Policy Conference (MPPC), online conference
  • Birau M.M. (October 2019)“Wise consumers use mobile apps to choose healthy food products.”Academy for Consumer Research (ACR), Atlanta, USA
  • Birau M.M., Clifft, S. Arribart, G., Burshich, A., Laloum, D., Quesnot, M., & Santillan Delgado, J. (October 2019)“The wise use of offensive language in advertising.”Academy for Consumer Research (ACR), Atlanta, USA
  • Hildebrand,D., Werle, C.O.C.,Birau, M. M. (June 2019)“Unhealthy Food Advertisements Portraying Consumption Reduce Food Intake Among Dieters.”Marketing and Public Policy Conference (MPPC),Washington DC, USA;
  • Birau, M. M. (May 2019)“Consumer Wisdom”. Track leaders:Luchs M. G. &Mick D. G,Transformative Consumer Research Conference,Tallahassee, Florida, USA
  • Birau, M. M.,Dadzie C(May 2019)“Social Marketing Tools to Reduce Food Waste at Point of Sale” part of Special Session “Le marketing pour changer les comportements alimentaires… en mieux!” (Marketing to change the food behaviors in better),Congrès de l'Association Française du Marketing (AFM Conference),Le Havre, France
  • Birau, M. M.,Faure C.(2018) “Ugly Produce” Anti Food Waste Campaigns: Consumer Perceptions of Misshapen Produce.European Social Marketing Conference, Antwerp, Belgium;
  • Arribart, G., Burshich, A., Laloum, D., Quesnot, M., Santillan Delgado, J., &Birau, M. M.(2018) The use of Offensive Language in Social Marketing to Combat Homophobic Language. Competitive paper submitted by Master students of Not for Profit Marketing Class.European Social Marketing Conference, Antwerp, Belgium; Runner up prize for theBest Students Paper
  • Birau, M. M.,(2018)The Ugly = Healthy intuition: how package design impacts food healthiness perception.RIODD Congress(International Research Network for Organizations and for Sustainable Development),Grenoble, France;
  • Birau, M. M., Faure, C., Gassmann, X., & Schleich, J. (2018) What are you willing to pay for ugly produce? A contingent valuation model to estimate price premiums and discounts for misshapen produce. Marketing and Public Policy Conference (MPPC),Columbus, OH USA;Runner up prize for theBest Competitive Paper
  • Birau, M. M, & Faure, C (2017) Naturally ugly: Consumer perceptions of misshaped produceMarketing and Public Policy Conference (MPPC),Washington DC USA;
  • Faure, C, & Birau, M. M(2017) Naturally ugly: Consumer perceptions of misshaped produceEuropean Marketing Academy (EMAC),Groningen, The Netherlands;
  • Birau, M. M, & Faure, C (2016) Improving food waste communication campaigns: self-efficacy and the backfiring effect of negatively framed descriptive normsOnzième Journée du Marketing Agroalimentaire,Montpellier, France;
  • Birau, M. M, & Faure, C (2016) Trust yourself not to waste: a self-confidence mechanism to explain the backlash effects of descriptive norms with application on food waste.Marketing and Public Policy Conference (MPPC),special session on Food Waste, San Luis Obispo, CA USA;
  • Birau, M. M.,Grinstein A, Haws K L, LaBarge M.C., Lamberton C., Moore E. S., Moscato E. M., Walker Reczek R., Heintz Tangari A., Vallen B., Block L. G., Keller P.A, Williamson S.,(2015)Food Waste at the intersection of food scarcity, obesity and sustainability.TCR,Transformative Consumer Research Conference (TCR), Villanova USA; Paper published inJournal of Public Policy & Marketing
  • Birau, M. M, & Werle, C.O.C. (2014) Simply watching sports advertisements makes me eat more.Academy for Consumer Research (ACR),Baltimore, USA;
  • Birau, M. M, & Faure, C (2014) A self-efficacy mechanism to explain the backlash effects of negatively framed descriptive norms: an application to food waste behavior.Society for Consumer Psychology (SCP), Summer Conference,Washington DC, USA;
  • Birau, M. M, & Faure, C (2014) Food Waste: Effects of expiration dates and of guilt-based advertising campaigns,European Marketing Academy (EMAC),Valencia, Spain;
  • Birau, M. M, & Werle, C.O.C. (2012) Do Sports Make Me Eat More? The impact of exposure to sports videos on dietary goal pursuit.“Reunion Marketing inter-labo” IAE, Lyon – CRCGM, Clermont-Ferrand,Lyon, France;
  • Werle, C.O.C., &Birau, M. M. (2012) Ironic Effects of Food Commercials: When More Food-Related Mental Images Make You Eat Less,Academy for Consumer Research (ACR)North American Conference,Vancouver, Canada.