Otterbring, T., Bhatnagar, R., Samuelsson, P., & Borau, S. (2021). Positive gender congruency effects on shopper responses: Field evidence from a gender egalitarian culture. Journal of Retailing and Consumer Services, 63, 102738.


Borau, S., Otterbring, T., Laporte, S., & Fosso Wamba, S. (2021) The most human bot: Female gendering increases humanness perceptions of bots and acceptance of AI. Psychology & Marketing.  

Borau, S., Elgaaied‐Gambier, L., & Barbarossa, C. (2021). The green mate appeal: Men's pro‐environmental consumption is an honest signal of commitment to their partner. Psychology & Marketing, 38(2), 266-285.

Borau, S., & Bonnefon, J. F. (2020). Gendered products act as the extended phenotype of human sexual dimorphism: They increase physical attractiveness and desirability. Journal of Business Research, 120, 498-508.

Borau, S., & Bonnefon, J. F. (2019). The imaginary intrasexual competition: Advertisements featuring provocative female models trigger women to engage in indirect aggression. Journal of Business Ethics, 157(1), 45-63.

Borau, S., & Nepomuceno, M. V. (2019). 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, 154(2), 325-340.

Borau, S., & Bonnefon, J. F. (2017). 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, 36(3), 457-476.

Borau, S., El Akremi, A., Elgaaied-Gambier, L., Hamdi-Kidar, L., & Ranchoux, C. (2015). Analyzing moderated mediation effects: Marketing applications. Recherche et Applications en Marketing, 30(4), 88-128.



Borau S. & Laporte S. (2019), "The ethical dilemma of sexist AI". Society for Consumer Psychology Boutique Conference, Montreal, Canada

Borau S., Bovet J. & Seabright P. (2019), "Mating choice and career choice: Understanding the gender gap at work in an industrialized nation" 14th annual EHBEA conference, Toulouse, France

Borau S., Fosso Wamba S. (2019), "Social Media, Evolutionary Psychology, and ISIS: A Literature Review and Future Research Directions", WorldCist'19 - 7th World Conference on Information Systems and Technologies, La Toja Island, Spain

Borau S. & Bonnefon J.F. (2018), "Sexual ads sell high-energy food to single men by making them feel competitive" Conference HBES, Amsterdam, Netherlands

Hamdi-Kidar L., Vellera C. & Borau S. (2016), “To be or not to be in the ad?”: which strategy to promote a product co-created with consumers? 14th International Open and User Innovation Conference (OUI), Harvard Business School, Cambridge, USA


Munzel A. & Borau S. (2015), Is the powerful customer a happy customer? Effects of personal and social power on role satisfaction and subjective well-being, 23rd International Colloquium on Relationship Marketing (ICRM), Helsinki, Finland


Borau S.(2015), Female intrasexual competition with models in advertising: an evolutionary perspective, 43rd Conference of the European Marketing Academy (EMAC), Valencia, Spain


Borau S. (2014), Intrasexual competition and advertising: How evolution influences advertising efficacy and consumer well-being, Third Conference on Positive Marketing, New York, USA


Borau S. (2014), The toxic effect of ideal beauty and the repulsive effect of ordinary beauty among overweight women, Association Française du Marketing (AFM), Montpellier, France


Borau S. (2013), “It hurts, but I don’t mind!”: The positive impact of negative affect on attitude toward the brand, 42nd Conference of the European Marketing Academy (EMAC), Istanbul, Turkey


Borau S., & Vernette E. (2013), Credibility and efficacy of female models in advertising : the case of cosmetics products, Association Française du Marketing (AFM), La Rochelle, France


Borau S. (2012), “The love and hate relationship”: The impact of women’s affective reactions elicited by idealized media models on attitude toward the image, 41th Conference of the European Marketing Academy (EMAC), Lisbon, Portugal


Borau S. (2012), The impact of idealized images and non-idealized images of female beauty on women’s body-focused anxiety, Association Française du Marketing (AFM), Brest, France. Best Paper Award


Borau S. (2010), A typology of consumers reactions to representations of female beauty in advertising: a structural semiotics analysis, 15th Journées de Recherche en Marketing de Bourgogne (JRMB), Dijon, France


Borau S. & Mars M.C. (2010), Women’s resistance to idealized images of feminine beauty in advertising, 39th Conference of the European Marketing Academy (EMAC), Copenhagen, Denmark


Borau S. & Vernette E. (2010), Women's reactions towards images of female beauty in advertising, 9th International Conference Marketing Trends (ESCP-EAP), Venice, Italy