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 : ruxandra-monica.luca@hec.ca
Phone : 514 340-6594
Secretary: 514 340-6427
Fax : n/a
Office : 4.764

Other title(s)

  • Forthcoming


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


  • Digital Marketing
  • Consumer Psychology
  • Visual Attention

Current research

  • Forthcoming

This publication selection covers the last five years.


Journal articles (2)

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.


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.


Supervised project supervision – MSc in Management (1)

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