Marc Vanhuele - Consumer mindset accounts forapproximately a third of sales variance, according to a sales response model that also takes into account the direct effects of the marketing mix.Compteitors marketing mix and mindset also have a major impact on brand performance. The normer accounts for 13,8% of sales variance and the latter 7,9% - Associate professor of marketing and ressearch Director Marc Vanhuele has been a member of th HEC Paris faculty since 1994. He holds a PhD in marketing management from UCLA's Anderson Graduate School of Management . Vanhueles's reserarch interests include consumer behavior, consumer goods, marketing effectiveness and cionsumer price response - newpress n°10 - http://www.nxtbook.fr/newpress/hec/research-at-hec_10/#/0 )