Benjamin Voyer
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Benjamin G. Voyer is Professor in the department of Entrepreneurship at ESCP Business School. He is the current scientific director of the Cartier – ESCP – HEC Research Chair. His research investigates how self-perception and interpersonal relations affect cognition and behaviours in various contexts (consumption, organisational, cross-cultural…).
He has held various visiting research positions, including Copenhagen Business School (CBS) and the University of Auckland (New Zealand). He previously served as Associate Dean of ESCP Europe’s Undergraduate programmes and Jean Monnet Module Leader (Erasmus +, EU-funded Programme).
Benjamin Voyer joins the Paris IAS in April 2027 for one-month writing residency.
Research topics
Consumer Psychology; Market Dynamics; Interpersonal Relations; Cognition and Culture.
Towards a Theory of Symbiotic Socio-Economic Systems (SSS)
This project challenges traditional psychological theories in consumption contexts by integrating economic realism with multi-level social science insights. Traditional models—such as those examining social influence (e.g., social proofing, reciprocity) and decision-making—often overlook individual financial constraints, group dynamics, and socio-cultural factors that shape perceptions of value, fairness, and utility. Consumer behaviors, influenced by marketing, peer pressure, and brand identity, may lead to choices that defy rational utility maximization, such as prioritizing non-essential luxury goods over basic needs or resorting to counterfeits.
The research aims to develop a unifying theory of Symbiotic Socio-Economic Systems (SSS) that reconciles economic realism with the interplay of individual, group, collective, and socio-cultural processes. Drawing on extensive literature, firsthand experience, and empirical data from the luxury industry—including insights from consumers, influencers, brands, and suppliers—the project will explore how top-down supply strategies interact with bottom-up demand processes within a broader cultural and institutional framework. Ultimately, the study seeks to explain how these inter-level interactions foster a socio-economic equilibrium, offering a comprehensive model applicable to various sectors while particularly illuminating the dynamics of the luxury market.
Key publications
Kastanakis, M. N., & Voyer, B. G. (2014). The effect of culture on perception and cognition: A conceptual framework. Journal of Business Research, 67(4), 425-433.
Samson, A., & Voyer, B. G. (2014). Emergency purchasing situations: Implications for consumer decision-making. Journal of Economic Psychology, 44, 21-33.
Voyer, B. G., & Franks, B. (2014). Toward a better understanding of self-construal theory: An agency view of the processes of self-construal. Review of General Psychology, 18(2), 101-114.
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