Erica van Herpen

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.

Blog Posts on Ego Depletion by students

The course Human Decision Making (year 2020-2021) contained an assignment in which students were asked to write a blog post about ego depletion. Ego depletion

Comparing wasted apples and oranges

“If you cannot measure it, you cannot improve it” is a quote that has been attributed to Lord Kelvin (although in reality his wording was

When attitudes go to waste

Oftentimes people waste products that could still be used, that is, products that still have remaining value left. For instance, they waste food that could

Where to place the organics?

Have you ever noticed how in some supermarkets the organic products are placed in a separate section of the store, all next to each other,

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

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?