Erica van Herpen

About

Erica van Herpen is associate professor in consumer behavior. Her general research topic is consumer behavior at the point-of-purchase in retail settings. Topics center on (1) general store context (store layout, atmospherics, social influence), (2) on-shelf product presentation (shelf organization, product packaging, health claims), and (3) the use of novel research tools such as the virtual supermarket. In addition, Erica examines consumer food waste.

Can bonus packs deceive consumers?

When doing your shopping, you have surely encountered so-called ‘bonus packs’: products in enlarged package sizes, with the extra bit of product for free. The producer offers…

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Can a virtual supermarket bring realism into the consumer behavior lab?

When consumers are presented with a store in virtual reality (a simulation of an actual store), is their buying behavior similar to actual behavior in the real…

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Organics unpacked

Have you ever wanted to buy fruit and vegetables in your local supermarket and wondered about the plastic wrapping that these products often come in? Have you…

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Mindfulness to become aware of your feelings of hunger and satiety

Mindfulness is a “hot” topic at the moment. In the last decade hundreds of books have been written about mindfulness: mindful parenting, mindfulness for managers, and yes,…

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