Erica van Herpen is Associate Professor in the Marketing and Consumer Behavior Group.
General reaserch topic: Consumer evaluation, use of, and choice from (food) product assortments
Current research: Current studies examine consumer decisions, mainly in retail settings, to answer questions such as: How do cues such as product popularity influence consumer choice from product assortments? What type of expectations do consumers form based on the layout of a store? How do household practices regarding the food assortment at home influence food waste?
Topics center on:
- general store context (store layout, social influence)
- on-shelf product presentation (shelf organization, product packaging, health claims)
- consumers' use of the assortment of food products at home, and resulting food waste
- the use of novel research tools such as virtual reality.