A l’occasion du dernier séminaire transversal du laboratoire qui se déroulera le jeudi 10 juin de 14h à 16h, l’équipe MCC a le plaisir d’inviter Mme Agnès Helme-Guizon, Professeur à l’Université Grenoble Alpes, qui n’avait pas pu venir l’an dernier en raison de la situation sanitaire.

Voici quelques éléments biographiques :

Dr. Agnès Helme-Guizon is a Full Professor of Marketing at the Grenoble School of Management (IAE) at Université Grenoble Alpes, France. She is co-responsible of a team of 40 researchers centrered around Responsible Behanviors and Societal Challenges at CERAG Lab. She is  a member of the Scientific Board of the Federative Research Structure of UGA on Nutrition (Structure Interdisciplinaire de Grenoble sur la Nutrition – SIGN). She is a member of the Scientific Board and COMEX of MIAI@UGA (Multidisciplinary Institute of Artificial Intelligence)


Her research, anchored in Social Marketing, aims at identifying and implementing leverages for a healthier lifestyle and improved well-being in a digital environment (e.g. online communities, smart devices, AI-based Food Apps and AI weight management services). Specifically, her research deals with prevention and promotion of healthy food behaviors, physical activity and sedentarity. It targets general population but also vulnerable consumers (low social economic status, seniors). Her work has been published in several journals including Applied Cognitive Psychology, Information Management, Systèmes d’Information Management, Recherches et Applications en Marketing and Décisions Marketing. 

Mme Helme-Guizon nous présentera ses derniers travaux, qui portent sur l’engagement des individus au travers des applications mobiles nutritionnelles. Vous en trouverez un résumé ci-après.

Cette présentation sera suivi d’un élargissement sur ses autres recherches et un échange à partir des diverses questions des collègues.


Nutritional mobile apps are flourishing in order to help people make healthier food choices. More qualitative studies need to be conducted on nutritional app use by consumers in order to investigate the impact on actual health behavior. Within this broad research topic, during this talk, I will focus more on a preliminary and unavoidable step, namely engagement towards the mobile App (Flaherty et al., 2019). I will present two on-going studies that seek to deepen our understanding of food app user experiences, including ways in which apps fail to meet user expectations. Precisely, we will focus on whether (and how) the (mis)match between a consumers’ expectations and their experience of using nutritional apps may impact their (dis)engagement. These research rely on two  theoretical frameworks : affordances i.e. possibilities of action offered by technologies (Gibons, 1977; Pozzi et al., 2014) and engagement (Brodie et al., 2013; Hollebeek, 2011;  Van Doorn et al., 2010). The originality of this research is that is considers not only durable engagement but a variety of forms of engagement (Bowden et al., 2015; O’Brien and Toms, 2008). The analysis of the interviews conducted with 15 users of Yuka and  15 users of Foodvisor, lead us to highlight the dynamics of engagement with Nutrional Apps : from imaginary affordances to (dis)engagement  andto  show how it varies according with the Apps. Based on these two case studies, I will come up with a research model that integrates affordances and engagement.


Even though the presentation will be focused on Nutritional Apps, I will be delighted to share with you ideas and results from my other research projects