hec.ca > Faculty

Ruxandra Monica Luca

Assistant Professor,  Department of Marketing

Ruxandra Monica Luca

Contact information

HEC Montréal
3000, chemin de la Côte-Sainte-Catherine
Montréal (Québec)
Canada H3T 2A7

Email : [email protected]
Phone : 514 340-6594
Secretary: 514 340-6413
Fax : n/a
Office : 4.764

Other title(s)

  • Forthcoming

Education

  • Ph. D. (Marketing), Imperial College London
  • M. A. (Psychology), University of Toronto
  • B. Sc. (Psychology, Human Biology, Cinema Studies), University of Toronto

Expertise

  • Digital Marketing
  • Consumer Psychology
  • Visual Attention

Current research

  • Forthcoming

This publication selection covers the last five years.


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Journal articles (3)

SLUTSKAYA, Natalia, NEWTON, Tim, HORNE, Jessica, MAHALINGAM, Ramaswami, LUCA, Ruxandra Monica; « Zones of Slow Death? Social Descent, Epistemic Injustice and Temporality », Business Ethics Quarterly, vol. 35, no 4, 2025, p. 652-674.

NEWTON, Tim, LUCA, Ruxandra Monica, SLUTSKAYA, Natalia, GAME, Annilee; « The ‘narrow self’? Developing a critical-historical work psychology », Applied Psychology: An International Review, vol. 72, no 1, 2023, p. 26-43.

BENZIDIA, Smaïl, LUCA, Ruxandra Monica, BOIKO, Sergiy; « Disruptive innovation, business models, and encroachment strategies: Buyer's perspective on electric and hybrid vehicle technology », Technological Forecasting and Social Change, vol. 165, 2021, p. 1-13.

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Book chapters (1)

KURT, Asli Gul, KARRAN, Alexander John, LUCA, Ruxandra Monica, SÉNÉCAL, Sylvain; « What Are the Factors That Drive AI Acceptance: A Meta-Analysis Approach », HCI International 2022 – Late Breaking Papers: Interacting with eXtended Reality and Artificial Intelligence: 24th International Conference on Human-Computer Interaction, HCII 2022, Virtual Event, June 26 – July 1, 2022, Proceedings, Springer, 2022, p. 329-337.


This selection of supervision activities covers the last five years.

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Master's thesis direction – MSc in Management (4)
The Impact of Multisensory Integration on Decision, Cognition and User Experience , by Inès Rabiey
September 2025

In codirection with : LÉGER, Pierre-Majorique
L'auto-efficacité numérique : un levier d'inclusion au sein des études en expérience utilisateur , by Gabriel Légaré
September 2025

In codirection with : SÉNÉCAL, Sylvain
Comparing Clickable Demos and FAQ Tools in Digital Banking: A Study on Effectiveness, Efficiency and Cognitive Load , by Juan Francisco Monroy Guevara
September 2025

In codirection with : SÉNÉCAL, Sylvain
La relation entre le type de contenu d'intégration et l'intention de créer un compte chez les nouveaux utilisateurs de plateformes de contenu, by Samya Ouirzane
September 2024

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Supervised project supervision – MSc in Management (9)
L'influence du type de message dans une stratégie de marketing relationnel par courriel en contexte B2B : le cas d'Hydro-Québec , by Sabrina-Kelly Hunt
October 2025

In codirection with : ABOELENIEN, Aya
Notoriété de marque au Québec et engagement : stratégie de marketing numérique pour un nouveau segment cible d'éducation DFP , by Marianne Prévost
October 2025

Le marketing de contenu, la stratégie numérique pour accroître la visibilité et renforcer l'image de marque de l'agence VM , by Zaibnazkhan Albert
September 2025

Stratégie de SEO pour la Vie en Rose USA , by Kasandra Bérubé-Pelletier
September 2025

La créativité dans un environnement publicitaire saturé , by Alexa Victor
September 2025

La segmentation comme levier d'optimisation d'un site web via des approches UX et SEO , by Laura Buell
May 2025

Planche Entrepreneurial Project Report , by Marie Anne Louis Charles
March 2025

Strategic Expansion of eButterfly: Unlocking Opportunities in South American and Asian Markets , by Sachin Agarwal
October 2024

In codirection with : AMOROS, Sylvain
Au-delà des clics : la publicité numérique axée sur l'ESG , by Marguerite Magny
March 2024