Years at SKEMA Business School: 1
 


Mia BIRAU

Digitalisation
Lille



CV
Skills & Interests 
Expertise
Consumer Behavior, Food Waste, Sustainable Consumer
Qualification 
Scholarly Academic
Academic Degrees 
Ph.D.  Université Savoie Mont-Blanc, IAE, France, 2017.
Ph.D.  Grenoble Ecole de Management, 2016.
M.B.A.  Paris Graduate School of Management, ESG, 2010.
Master  Orléans University, 2008.
Work Experience 
Professor Assistant, SKEMA Business School (August, 2019 - Present), Lille, France.
Assistant Professor, ESDES, UCLy (2017 - 2019), Lyon, France.
Research Associate, Grenoble Ecole de Management (2016 - 2017), Grenoble, France.
Junior Marketing Analyst, GFK Custom Research (2009 - 2010), Paris, France.
Marketing Executive, SC MEDY SRL (2008 - 2009), Cluj-Napoca, Romania.
Statistical Data Analyst, National Institute of Statistics, (2005), Cluj-Napoca, Romania.
Intellectual contributions
Articles in Journals 
BIRAU, M., & Faure, C. (2018).  It is easy to do the right thing: Avoiding the backfiring effects of advertisings blaming consumers for waste.   Journal of Business Research, 87, 102-117.
Werle, C.O., BIRAU, M., & Lasaleta, J.D. (2017).  Watching easy sports makes me eat more.   Food Quality and Preference, 60, 132-137.
Block, L.G., Keller, P.A., Williamson, S., Vallen, B., BIRAU, M., Grinstein A, Haws K L, LaBarge M.C., Lamberton C., Moore E. S., Moscato E. M., Walker Reczek R., Heintz Tangari (2016).  The Squander Sequence: Understanding Food Waste at Each Stage of the Consumer Decision Making Process.   Journal of Public Policy and Marketing, 35 (2), 292-304.
Conference Presentations 
BIRAU, M. & CLIFFT, S. (2020). How can offensive language fight against homophobia.  AMA Public Policy and Marketing Conference, Los Angeles, United States of America.
Ozanne, L., Luchs, M., Mich, D. G., Stornelli, J., & BIRAU, M. (2020). Enabling and cultivating wiser consumption: The roles of marketing and public policy.  AMA Public Policy and Marketing Conference, Los Angeles, United States of America.
BIRAU, M. (2019). Wise consumers use mobile apps to choose healthy food products.  ACR (Association for Consumer Research) conference, Atlanta, Georgia.
BIRAU, M. & Clifft, S. (2019). The Wise Use of Offensive Language in Advertising.  ACR (Association for Consumer Research) conference, Atlanta, Georgia.
BIRAU, M. (2019). Consumer Wisdom.  AMA TCR Transformative Consumer Research, Tallahassee, Florida.
BIRAU, M. & Dadzie, C. (2019). Social Marketing Tools to Reduce Food Waste at Point of Sale.  AFM (Association Française du Marketing) Conference, Le Havre, France.
Hildebrand, D., Werle, C. O.C., & BIRAU, M. (2019). Unhealthy Food Advertisements Portraying Consumption Reduce Food Intake Among Dieters.  AMA Public Policy and Marketing Conference, Washingtn DC, District of Columbia.
Arribart, G., Burshich, A., Laloum, D., Quesnot, M., BIRAU, M., J. Santillan Delgado (2018). The use of Offensive Language in Social Marketing to Combat Homophobic Language.  European Social Marketing Conference, Antwerp, Belgium.
BIRAU, 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.  MPPC (Marketing and Public Policy Conference), Columbus, United States of America.
BIRAU, M. & Faure, C. (2018). "Ugly Produce" Anti Food Waste Campaigns: Consumer Perceptions of Misshapen Produce.  European Social Marketing Conference, Antwerp, Belgium.
BIRAU, 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. & Faure, C. (2017). Naturally ugly: Consumer perceptions of misshaped produce.  MPPC (Marketing and Public Policy Conference), Washington, United States of America.
Faure, C. & BIRAU, M. (2017). Naturally ugly: Consumer perceptions of misshaped produce.  EIASM (European Institute for Advanced Studies in Management) workshop, Groningen, Netherlands.
BIRAU, 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.  MPPC (Marketing and Public Policy Conference), San Luis Obispo, California.
BIRAU, M. & Faure, C. (2016). Improving food waste communication campaigns: selfefficacy and the backfiring effect of negatively framed descriptive norms.  Journée du Marketing Agroalimentaire, Montpellier, France.
BIRAU, M., Grinstein, A., Haws, K.L., La Barge, 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), Villanova, France.
BIRAU, 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), Washington, United States of America.
BIRAU, M. & Faure, C. (2014). Food Waste: Effects of expiration dates and of guiltbased advertising campaigns.  EIASM (European Institute for Advanced Studies in Management) workshop, Valence, Spain.
BIRAU, M. & Werle, C.O.C. (2014). Simply watching sports advertisements makes me eat more.  ACR (Association for Consumer Research) conference, Baltimore, United States of America.
Werle, C.O.C. & BIRAU, M. (2012). Ironic Effects of Food Commercials: When More Food-Related Mental Images Make You Eat Less.  ACR (Association for Consumer Research) conference, Vancouver, Canada.
Other Research 
2018: BIRAU, M., France Inter ("Food waste", Ideas for tomorrow, June.   [Basic or Discovery Scholarship]
2018: BIRAU, M., RCF ("Ugly products and food waste", Economics explained, January 2018).   [Basic or Discovery Scholarship]
2017: BIRAU, M., France Info (live discussion on food waste, October 2017).   [Basic or Discovery Scholarship]
2016: BIRAU, M., France Inter (Planète environnement, November 2016).   [Basic or Discovery Scholarship]
2016: BIRAU, M., France bleu (Interview on food waste, October 2016).   [Basic or Discovery Scholarship]
2016: BIRAU, M., RCF Grenoble ("Understand food waste", Sixth sense, September 2016).   [Basic or Discovery Scholarship]
Professional Service 
Reviewer: Conference Paper
2019:  AMA Public Policy and Marketing Conference (International).
2019:  Marketing and Public Policy Conference (International).
Reviewer: Reviewer for a Journal
2020:  Appetite (International).   Journal review 
Initial submission and Round 2
2019:  Journal of Business Research (International).
2019:  Journal of Business Research (International).