For over 20 years, the psychologist Bernard Cadet, professor at Caen University, has been studying the phenomenon of decision-making in situations of uncertainty. Today, L’Oréal and the Lower Normandy Regional Council have both called upon him to untangle the wires of reasoning. Encounter.

Providing a rapid diagnosis, making a purchasing decision, abandoning an idea… Our brain is regularly confronted with situations riddled with uncertainty, but during which it must make “the right decision”. It is precisely within these periods of intense cogitation that the psychology professor Bernard Cadet has chosen to devote his national thesis entitled, “Modalités de traitement de l’information dans les conduites de jugement et de décision en contexte incertain.” (Information processing modalities in judgment and decision-making processes within contexts of uncertainty.) Although the title may surprise non-specialists, this field of study nevertheless has an infinite number of applications in our daily lives.

Japan, Brazil and Central Africa

“Twenty years ago, very few researchers were interested in this field of study,” recalls Professor Cadet. “Today, industrialists and private companies are nevertheless keen to increase their awareness in an endeavour to anticipate the behavioural strategies elaborated by the human brain.”
Following its marketing campaign with the famous slogan, “Because I’m worth it,” L’Oréal is seeking to dig deep into the cognitive processes involved when consumers face a purchasing decision. In particular, those looking to change, to a greater or lesser degree, their physical appearance.
Research agreements have been concluded between the Normandy University’s psychology department and the multinational cosmetics company. Based on the principle that processes vary greatly from one culture to another, several of Bernard Cadet’s students have gone as far as Japan, Brazil, Central Africa and other French regions to enrich their study. Two theses associated with these research contracts will be presented at the end of the year in Caen. A further thesis is currently underway within the framework of a research agreement concluded with the Lower Normandy Regional Council on behalf of Normandy’s agrifood industry. Aim: to unravel the cognitive processes involved in human error occurring during agrifood processes.

A loyal career

“We are fallible individuals,” recalls Bernard Cadet. “When we are given the same information day after day, we eventually pay no attention to it. And that’s precisely when remedial systems need to be implemented.” Following the same logic, the professor and his students are currently working on signposting issues in town. Indeed, subject matter is abundant. After a long and loyal career at Caen University, Bernard Cadet is preparing to write his research and his study’s concluding chapters. Retirement is imminent, the decision has been made. In a context of certainty.

Bibiographical references

Throughout his career, Bernard Cadet has published a number of articles and books. Many of them have made their mark on psychology faculties and continue to be influential. His manual entitled “Psychologie Cognitive” (Cognitive psychology) published by In Press, has been considered by many students over the years as the reference book on the subject. The Norman university professor recently co-wrote a work entitled, “Psychologie du risque” (the Psychology of risk) published by Bœck University Editions. He is currently adding the finishing touches to a further study on “Cognition, incertitude et prévisibilité” (Cognition, uncertainty and foreseeability), due to be published in September by Publi Book.

Bernard Cadet
Professor at Caen University
02 31 56 53 18

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