BORAU Sylvie

Professeur Resident faculty TBS since 2013

Department: Marketing



  • 2013 : Doctorat (PhD) in Management Science - Marketing • IAE , Toulouse, France
  • 2008 : MSc in Research • IAE , Toulouse, France
  • 2000 : Master in Management • Toulouse Business School, France

Teaching Experience

  • 2013-Present : Professor of Marketing • Toulouse Business School, France
  • 2011-2013 : Lecturer • IAE , Toulouse, France
  • 2008-2011 : Lecturer • Toulouse Business School, France

Management Duties

  • Since 2017 : Head of Laboratory Social & Innovation Marketing • Toulouse Business School, France



Academic publications

  • BORAU, S., J.-F.BONNEFON, "The Imaginary Intrasexual Competition: Advertisements Featuring Provocative Female Models Trigger Women to Engage in Indirect Aggression", Journal of Business Ethics, 2019, vol. 157, no. 1, pp. 45–63[Cnrs :2, Fnege: 2]
  • BORAU, S., J.-F.BONNEFON, "Gendered products act as the extended phenotype of human sexual dimorphism: They increase physical attractiveness and desirability", Journal of Business Research, 2019[Cnrs :2, Fnege: 2]
  • BORAU, S., M. V.NEPOMUCENO, "The Self-Deceived Consumer: Women’s Emotional and Attitudinal Reactions to the Airbrushed Thin Ideal in the Absence Versus Presence of Disclaimers", Journal of Business Ethics, 2019, vol. 154, no. 2, pp. 325-340[Cnrs :2, Fnege: 2]
  • BORAU, S., J.BONNEFON, "The advertising performance of non-ideal female models as a function of viewers' body mass index: a moderated mediation analysis of two competing affective pathways", International Journal of Advertising, February 2017, vol. 36, no. 3, pp. 457-476[Cnrs :3, Fnege: 3]
  • BORAU, S., A.EL AKREMI, L.ELGAAIED-GAMBIER, L.HAMDI-KIDAR, C.RANCHOUX, "L'analyse des effets de médiation modérée: applications en marketing", Recherche et Application en Marketing, October 2015, vol. 30, no. 4, pp. 95-138[Cnrs :2, Fnege: 2]


Published case


  • BORAU, S., S.FOSSO WAMBA, "Social Media, Evolutionary Psychology, and ISIS: A Literature Review and Future Research Directions" in WorldCist'19 - 7th World Conference on Information Systems and Technologies, 16-19 avril., 2019, La Toja Island, Galicia
  • BORAU, S., S.LAPORTE, "The ethical dilemma of sexist AI" Society for Consumer Psychology Boutique Conference, 19-20 juin. 2019, Toronto
  • BORAU, S., J.BOVET, P.SEABRIGHT, "Mating choice and career choice: Understanding the gender gap at work in an industrialized nation" 14th annual EHBEA conference, 23-26 avril. 2019, Toulouse
  • BORAU, S., "Sexual ads sell high-energy food to single men by making them feel competitive" in Conférence HBESC, Amsterdam, 04-07/07/2018., 2018
  • BORAU, S., L.HAMDI-KIDAR, C.VELLERA, "To be or no to be in the ad?" Quelles stratégie publicitaire pour promouvoir un produit co-créé avec les consommateurs?" in 32ème Congrès international 18-20 mai 2016, Lyon., Congrès AFM, 2016
  • BORAU, S., L.HAMDI-KIDAR, C.VELLERA, "To be or no to be in the ad?" Quelles stratégie publicitaire pour promouvoir un produit co-créé avec les consommateurs?" 14th International Open and User Innovation Conference, Cambridge, 1-3/08/2016. 2016, Cambridge
  • BORAU, S., "Female intrasexual competition with models in advertising: an evolutionary perspective" in 43rd European Marketing Academy Conference, EMAC. 3-6/06/ 2014., European Marketing Academy Conference, 2015, Valencia
  • MUNZEL, A., S.BORAU, "Is the powerful customer a happy customer? Effects of personal and social power on role satisfaction and subjective well-being" in 23rd International Colloquium on Relationship Marketing (ICRM), Helsinki, 15-17/09/2015., International Colloquium on Relationship Marketing, 2015
  • BORAU, S., L.ELGAAIED-GAMBIER, A.MUNZEL, "Is the digitally engaged customer a happy customer? The impact of positive and negative brand articulations on well-being" Workshop Franco-allemand. May 2014, Montpellier, France
  • BORAU, S., "Intrasexual Competition and Advertising: How Evolution Influences Advertising Efficacy and Consumer Well-Being" 3rd Annual Conference For Positive Marketing "Making a Difference by Delivering the Positive". April 2014, New York, United States of America
  • BORAU, S., "L'effet nocif de la beauté idéale et l'effet répulsif de la beauté ordinaire auprès des femmes en surpoids" in AFM., 2014, Montpellier, France
  • BORAU, S., "Intrasexual competition and advertising: How evolution influences advertising efficacy and consumer well-being" Third Conference on Positive Marketing, New York, 03-04/042014. 2014, New-York
  • BORAU, S., "The toxic effect of ideal beauty and the repulsive effect of ordinary beauty among overweight women" in 30ème congrès de l'Association Française du Marketing (AFM), Montpellier, 14-15/05/2014., Congrès AFM, 2014
  • BORAU, S., "Intrasexual Competition and Advertising: How Evolution Influences Advertising Efficacy and Consumer Well-Being", EMAC, 2014, Valence, Spain
  • BORAU, S., ""It hurts, but I don’t mind!”: The positive impact of negative affect on attitude toward the brand" in 42nd Conference of the European Marketing Academy (EMAC), Istanbul, 4-7/06/2014., European Marketing Academy Conference, 2013
  • BORAU, S., E.VERNETTE, "Credibility and efficacy of female models in advertising : the case of cosmetics products" in 29ème congrès de l'Association Française du Marketing (AFM), La Rochelle, 15-17/05/2013., Congrès AFM, 2013
  • BORAU, S., "It hurts, but I don't mind! : The positive impact of negative affect on attitude toward the brand" in 42nd conference of the European Marketing Academy (EMAC)., 2013, Istanbul, Turkey
  • BORAU, S., E.VERNETTE, "Crédibilité et efficacité des modèles selon leur degré de beauté idéale : le cas des publicités cosmétiques" in AFM., 2013, La Rochelle, France
  • BORAU, S., "The love and hate relationship : the impact of women's affective reactions elicited by idealized media models on attitude toward the image" in 41th Conference of the European Marketing Academy (EMAC)., 2012, Lisbonne, Portugal
  • BORAU, S., "The impact of idealized images and non-idealized images of female beauty on women’s body-focused anxiety" in 29ème Congrès de l'Association Française du Marketing (AFM), Brest, 9-11/05/2012., Congrès AFM, 2012, Brest
  • BORAU, S., "L'impact des images idéalisées et non idéalisées de la beauté féminine sur l'anxiété des femmes à l'égard de leur corps" in AFM., 2012, Brest, France
  • BORAU, S., E.VERNETTE, "Les femmes et les images de la beauté féminine dans la communication publicitaire : une étude exploratoire" in 9th International Conference Marketing Trends (ESCP-EAP)., 2010, Venise, Italy
  • BORAU, S., "Proposition d'une typologie comportementale des consommatrices face aux représentations de la beauté féminie dans la publicité : contribution de la sémiotique structurale" in 15th journées de Recherche en Marketing de Bourgogne (JRMB)., 2010, Dijon, France
  • BORAU, S., M.MARS, "Women's resistance to idealized images of feminine beauty in advertising" in 39th Conference of the European Marketing Academy (EMAC)., 2010, Copenhague, Denmark


  • 2015 : Best Dissertation Award • Sphinx
  • 2014 : Finalist Best Dissertation Award • AFM-FNEGE
  • 2012 : Best Paper Award for "young author" • AFM-FNEGE
  • 2012 : Prize Novela "young author" • Novela


Teaching fields

  • Consumer Behavior
  • Ethical Marketing
  • Communication
  • Marketing Research

Research Topics

  • Consumer behavior & Evolutionary psychology
  • Ethics in marketing & Consumer well-being
  • Advertising efficiency
  • Women in advertising
  • Gendered marketing
  • Gendered Artificial Intelligence

Professional expertise

Editorial activities

  • Since 2016 : Adhoc reviewer for Journal of Business Research, European Journal of Marketing, Psychology & Marketing, Journal of Consumer Marketing
  • 2015-2017 : Adhoc reviewer for Society of consumer Psychology, European Marketing Academy


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Academic associations

  • ACR• Association for Consumer Research
  • EHBE • European Human Behaviour and Evolution
  • EMAC • European Marketing Aademy
  • SCP • Society for Consumer Psychology
  • AFM • Association Française du Marketing
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Professional activities

  • 2006-2007: Senior Research Manager • IPSOS ASI, Toronto, Canada
  • 2003-2006 : Project Director • IFOP North America, Toronto, Canada
  • 2001-2003 : Senior Research Analyst • TNS Sofres, Paris, France
  • 2000-2001 : Research Analyst • EDF-GDF, Toulouse, France
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Organization of Scientific Events

  • 2019 : 1st Workshop "Social & Innovation Marketing" • Toulouse Business School, France
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Supervisory Management of thesis, DBA

  • Since 2019 : Co-supervision of Armelle Vieugue's PhD thesis • Toulouse Business School
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