Concordia University

Jordan LeBel, PhD

Associate Professor, Marketing
Director of the John Molson Executive MBA Program
Director of the Luc Beauregard Centre of Excellence in Communications Research
3M National Teaching Fellow

Office: S-MB 14305 
John Molson Building,
1450 Guy
Phone: (514) 848-2424 ext. 2907

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" and now heads the Executive MBA program as well as the Luc Beauregard Centre of Excellence in Communications Research. He has developed many successful and award-winning courses including the MBA elective course "Experience Marketing" and the online course "Marketing Yourself" now celebrating its 10th year and over 11,000 students.  He is the recipient of the 2005 and 2010 best teacher award in the John Molson School of Business, the 2011 President's Excellence in Teaching Award, the 2011 MBA Professor of the Year award and the 3M National Teaching Fellowship.

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. 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 C2MTL, the World Congress of Food Scientist, the Ordre professionnel des diététistes du Québec, and the Canadian Foodservice Professionals Association.

Dr. LeBel started his career in professional kitchens at the age of 12 and has been a chef and a restaurant reviewer. He has taught at the School of Hotel Administration at Cornell University and lectured at the École Hôtlière de Lausanne in Switzerland. His vintage cookbook collection goes back to 1742. He currently writes a branded column "Parlons plaisirS" for LE MUST, an independent food and lifestyle consumer magazine. He is actively involved in the food industry in various ways; currently he is the president of the jury (communications category) for DUX, a new award recognizing efforts by actors in the food industry to develop healthier food and eating habits.

Dr. LeBel is actively involved in various charities and non-profit organizations. He currently sits on the board of the SQPRP, he was previously Vice President of of Youth Employment Services.


Ph.D. (McGill University)
M.Sc. (Cornell University)
B.Sc. (Cornell University)
Associates Degree (ITHQ)

Areas of expertise

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

Teaching activities

MARK 491F: The Marketing of Food

The food and beverage industry — encompassing variousentities including commodity brokers,  importers,distributors, packaged goods manufacturers, transformers, retailers, andrestaurants — is an important source of employment opportunities and avital component of our economy. This course will introduce students to thestructure of the industry, the operating realities of its key players, and themarketing challenges facing them. The course will also expose students to potentialsolutions as well as new theories and concepts that will broaden theirmarketing knowledge and provide them with the tools to develop solutions tofood marketing challenges.

The course is designed to achieve two critical andoverarching objectives: 1) introduce students to the significance — economic,social, and otherwise — of the food industry, and 2) to develop anappreciation for the complexity of marketing issues and challenges facing theindustry while building awareness for the need for responsible stewardship withinit. 

COMM299M: Marketing Yourself

This course is delivered by eConcordia. 

In this course, students’ knowledgeand appreciation of the key marketing concepts will be developed and expandedupon by learning how to apply these concepts to that which is most importantand typically most overlooked: themselves. Students will gain an appreciationof the application of basic marketing tools and concepts and will learn how toapply the fundamentals of marketing planning as they relate to their careers.In addition, Marketing Yourself is designed to provide students with theknowledge and confidence to identify, approach, and engage potential employersand clients.  The course is offered four times per year. To register for the course please go to


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.

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