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Jordan LeBel

Director of the Luc Beauregard Centre of Excellence in Communications Research, Associate Professor, Department of Marketing & 3M National Teaching Fellow

Dr. Jordan L. LeBel received his MSc from Cornell University and his PhD from McGill University and joined Concordia University in 2000. He teaches the undergraduate elective "The Marketing of Food," the MBA core course "Marketing Management" and the MBA elective "Experience Marketing." He is the recipient of the 2005 and 2010 best teacher award in the John Molson School of Business. His research focuses on hedonic and aesthetic consumption, especially as it relates to the definition of pleasure, its various dimensions, and its impact on decision making and behaviour in the areas of food choices and healthy eating and lifestyles.

He has presented his work at various conferences such as Advances in Consumer Research, Marketing Science, The Pangborn Sensory Science Symposium, and the Canadian Institute of Food Technology. His research on comfort foods, and particularly chocolate, has been featured extensively in both broadcast and print media around the world. He is a regular commentator on food and restaurant marketing issues in the local and national media. Dr. LeBel actively supervises graduate students at the MSc and PhD levels. He is a founding member of the Concordia Food Culture Research Group and he is a member of the McGill World Platform for Health and Economic Convergence. He regularly consults for large and small organizations in the food, foodservice, and retail industries. He has given keynote addresses to a variety of organizations such as the Ordre professionnel des diététistes du Québec, the Canadian Foodservice Professional Association, and many others.

Dr. LeBel started his career in professional kitchens at the age of 12 and has been a chef and a restaurant reviewer. He co-edited the successful book "Health and Pleasure at the Table" and was involved with the project "Gastronomie et Forêt", the 2003 winner of the Best Cookbook in the World Award. He has taught at the School of Hotel Administration at Cornell University and at the École Hôtlière de Lausanne in Switzerland. His vintage cookbook collection goes back to 1742. Dr. LeBel is the co-developer of the award winning online course "Marketing Yourself" and co-author of the textbook by the same name. One of the world's recognized experts on chocolate, Dr. LeBel is also the developer and author of the non-credit online seminar "The World of Chocolate: Explore, Experience, Enjoy." Dr. LeBel is actively involved in various charities and non-profit organizations. Currently, he is Vice-President of the Board of Youth Employment Services, an organization which provides English language services to help young people find jobs and helps entrepreneurs launch their business.

Selected Research

Refereed Journal Articles

Le marketing alimentaire en évolution : une occasion pour les diététistes ? In Nutrition – Science en évolution. Vol. 7, no. 2.

with R. Richman Kenneally. Childhood Memories of the Domestic Foodscape: The Home as a Site of Mindful Eating. In Richman Kenneally and LeBel (Guest Eds) Material Culture Review, special issue on Domestic Foodscapes, vol. 70.

with J. Lu, and L. Dube. Weakened biological signals: Highly-developed eating schemas amongst women are associated with maladaptive patterns of comfort food consumption. In Physiology & Behavior, vol 94, 384-392.

Book Chapters

Aligning Pleasures and Profits: Restaurants as Healthy Lifestyle Enablers. In Obesity Prevention: The Role of Brain and Society on Individual Behavior. A Handbook for Integrative Science, Policy and Action to Stop the Progression of the Obesity Pandemic, Dubé, Bechara, Dagher, Drewnowski, LeBel (Eds). London: Elsevier Science.

with R. Richman Kenneally. Designing meal environments for “mindful eating”: What mental associations and childhood memories can teach us. In H. Meiselman (Ed.) Meals: Science and Practice, Cambridge, UK: Woodhead Publishing.

with L. Dubé, L. M. Renaghan, and D. Sears. Featured Chapter: Strategic Experiential Branding in the Hospitality Industry. In C. Enz (Ed) Cornell Handbook of Applied Hospitality Strategy. Thousand Oaks, CA: Sage.

Jordan Le Bel

Jordan LeBel

Director of the Luc Beauregard Centre of Excellence in Communications Research, Associate Professor, Department of Marketing & 3M National Teaching Fellow
PhD (McGill University)

Contact Information

John Molson School of Business

1455 de Maisonneuve Blvd. West
Montreal (Quebec)
Canada H3G 1M8

Office: MB 13.217
Phone: (514) 848-2424 ext 2907
E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
Personal Web Page

Area of Expertise

  • Eating behaviour
  • Food and wine marketing
  • Hedonic and aesthetic consumption
  • Impact of pleasure on consumption decisions and behaviours
  • Internet branding strategies