Projects

Abstract

This project is situated in the area of Attention-Based Marketing, which is the relevant emerging subdiscipline of Marketing, employing Consumer Attention (CA) sensing technology to understand and improve on (visual) marketing stimuli, marketing effectiveness, and consumer behaviours, by uncovering the fundamental interconnections between attention and action. The main objective of this research proposal is the evaluation of the influence of various different eye-tracking technologies in the overall eye-tracking experiment pipeline, in e-marketing settings. More precisely, it will study how do analysis results differ when the only difference in a variable that changes is the raw eye-tracking signal, find if there any particular settings including perhaps some pre/post-processing steps of the eye-tracking data or input data such that various eye-tracking technologies have exactly the same results in a particular marketing experiment and where do the observed differences converge when increasing the number of participants.

Researcher(s)

• Promoter: Mygdalis Vasileios

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

In the attention economy, consumer attention is considered a finite, diminishing quantity acting as a currency that brands compete for to attract and maintain. Attention-Based Marketing is a relevant emerging subdiscipline of Marketing that studies consumer attention to understand and improve (visual) marketing stimuli, marketing effectiveness, and consumer behaviour by uncovering the fundamental interconnections between attention and action. Three main challenges in this area include how to: a) efficiently measure consumer attention in fast-paced environments (e.g., in electronic marketing), b) optimise marketing stimuli for attracting consumer attention and c) democratise consumer attention data (e.g., eye-sensing data/facial expressions) for improving the experience of individual consumers, while respecting their privacy at the same time. In-line with the above-mentioned challenges, the CONVISE project will integrate insights from the Marketing and Computer Vision disciplines to design methods for sensing, predicting, and exploiting consumer visual attention that can be used to optimise marketing efforts and enhance consumer well-being, in social media advertising settings. First, it will design video-based sensing technology for extracting reliable, market-relevant consumer visual attention maps, minimising the necessary human sensor (pre)-processing effort. Next, it will design tools for predicting consumer attention maps from the visual advertising content, without using any sensors, to produce objective advertisement evaluation metrics that can be employed during the visual advertising content design phase. Finally, it will experimentally evaluate the developed consumer attention prediction technology from a consumer behaviour standpoint and will develop sensing data de-identification technology, balancing between consumer privacy protection, perceived ad relevance and ad intrusiveness.

Researcher(s)

• Promoter: Dens Nathalie
• Fellow: Mygdalis Vasileios

Research team(s)

• Marketing

Project website

Project type(s)

• Research Project

Abstract

Previous research has shown that the belief that taste and healthiness in food are negatively correlated, that is, the unhealthy = Tasty Intuition (UTI), increases consumers' chances of being overweight. The question emerges how the UTI lay-belief develops and to what extent this is a matter of nature or nurture. Lay-beliefs about food and, in particular, the UTI have been of interest to consumer researchers before, but the nature-nurture question has not been addressed. We contribute to the literature on lay-beliefs about food by showing its developmental onset in a nature-nurture context, ranging from children's biological predispositions about food (project 1), to children's early-life home environment (project 2), to broader socio-cultural changes (project 3). We thus adopt a "biopsychosocial" approach. Questions about how lay-beliefs about food develop are important to a wide range of stakeholders: parents, educators, public policy officials, consumer researchers, ... It sheds light on children's biological predispositions about food and how they become socialized as consumers in contemporary society and the marketplace. Our research aims to get a more comprehensive view of the origins of a belief system about food that can last a lifetime. Understanding better when and how the UTI belief develops, is likely to bring about further research that can test the efficacy of novel health interventions to bend this belief system early on in childhood.

Researcher(s)

• Promoter: Briers Barbara
• Fellow: Torres Velderrain Natalia

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Over the last decade, the food market has shifted with ready-to-eat meal delivery services infiltrating many major cities although the widespread proliferation in Belgium is relatively recent. There is a real risk that the current meal delivery system may increase many dietary (and subsequently health) risk factors, have negative consequences for local retailers, and lead to a widening of inequalities (e.g. for consumers through dietary outcomes and for neighbourhoods through local food supply). This project will investigate the ready-to-eat meal delivery system focusing on drivers of and the implications for consumers and local food retailers. Recognising that meal delivery services will become ever present in the future, the knowledge generated will be used to develop solutions to ensure positive changes such as ease of ordering healthy meals and profitable business opportunities for local retailers. We will utilise a systems sciences perspective with a critical focus on ensuring that the ready-to-eat meal delivery system is not widening dietary inequalities.

Researcher(s)

• Promoter: Thornton Lukar
• Co-promoter: Vanoutrive Thomas

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

This work will largely focus on the role of the environmental and socioeconomic determinants of food purchasing. With a focus on the neighbourhood design and housing conditions, the objective of the proposed research programme is to investigate modifiable environmental determinants that influence healthy food purchasing behaviours in metropolitan regions such as Antwerp.

Researcher(s)

• Promoter: Thornton Lukar
• Fellow: Thornton Lukar

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

The links between housing type (especially apartment living), kitchen conditions and food practices have rarely been examined internationally. Building industry representatives suggest there is a deliberate push to design apartments with smaller kitchens on the assumption people are not going to cook as often.1 When food prepared at home is replaced by ready to eat takeaway meals, negative implications for diet and health are expected.2 The link between housing condition and food practices is likely to disproportionately impact those with a lower socioeconomic status (SES), especially in urban areas. Lower SES families often live in smaller sized and lower quality housing (with lower quality kitchens) due to housing affordability. Many diet-related diseases are more often observed amongst those with a lower SES and housing condition may further amplify these disparities.3 Additionally, the potential loss of food skills has major implications for children and adolescents in the household as they miss out on the opportunity to learn these skills prior to living independently. Finally, the avoidance of purchasing fresh foods for preparation of meals at home has consequences for local fresh food retailers. A lack of demand can lead to local food environments where fresh food retailers are replaced by takeaway vendors. This project aims to understand the interrelations between housing type, kitchen conditions, and local food environments to identify opportunities within the food and retail industry to help facilitate healthier food practices, especially amongst those with a lower SES.

Researcher(s)

• Promoter: Thornton Lukar
• Fellow: Estandarte Allan

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

With its leisure offer, the province of Antwerp strongly focuses on experiencing greenery and nature, but notes that disadvantaged groups do not make optimal use of this. Research has shown that contact with nature has a positive effect on people's well-being. Using methods of human-centred and systemic design, the project maps the barriers to participation. Possible intervention models are defined on the basis of system maps, in co-creation with the target group and other stakeholders.

Researcher(s)

• Promoter: Moons Ingrid
• Co-promoter: Jacoby Alexis

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

International charity organizations reach out to people around the world with calls for helping those in need. Given the key role of private donations, understanding what makes charity appeals more or less effective in promoting helping behavior is crucial. Since charity communication often transcends national and linguistic borders, aiming to persuade both native and foreign language speakers, a vital question for non-profit organizations is how the use of a foreign language influences communication effectiveness in multilingual societies. Past research in linguistics and psychology shows that using a foreign language systematically influences information-processing, decision-making, and choice. Such foreign-language effects (FLE) demonstrate, for instance, that processing information in a foreign language reduces a number of decision biases (e.g., loss aversion, Hot Hand fallacy), induces lower risk and higher benefit perceptions, promotes utilitarian moral reasoning, and leads to more lenient judgments of transgressions of moral and social norms. Although a number of mechanisms have been proposed to underlie the FLE, the leading explanation for most findings pertains to reduced emotional resonance and reduced imagery in the foreign language. Surprisingly, almost no research exists on the implications of FLE for persuasive communication. Therefore, extending past work to the novel domain of non-profit marketing, we propose three experimental studies. Study 1 tests the impact of positively-framed and negatively-framed charity appeals presented in the native vs. foreign language. Study 2a and Study 2b go further to test whether language moderates two well-established phenomena in helping behavior – the identified victim effect and the identified intervention effect. Critically, in addition to the key outcomes – donation intention and donation amount – the proposed studies will also measure a number of mediating variables (positive and negative affect, sympathy for the victims, mental imagery vividness, perceived impact of the donation/intervention) in order to disentangle competing predictions and gain more insight into the processes driving FLE. In sum, the proposed research will advance our understanding of the factors that increase the effectiveness of charity appeals and of how using a foreign vs. native language affects perception, judgment and behavior. Importantly, our results will be relevant to practitioners, as they could help them design more effective social marketing campaigns, eventually contributing to human welfare.

Researcher(s)

• Promoter: Avramova Yana

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Numerous tags and labels try to convince customers in the supermarket to choose their product. This is called 'nudging'. Although food labels are all over the place, little is known about the nudging effect of food labels on buying behavior. This project builds on insights from behavioral economics to tackle some of the gaps in nudging literature and add to a better understanding of the nudging effect of front-of-pack food labels. We will study who is most influenced by a FOP-label and whether there is a product-label interaction. We will study the effect of 2 external factors that might influence the nudging of a FOP-label, viz. time-pressure and pricing. Finally, we will conduct an experiment in a real-life setting and study whether all results are persistent in the complex environment of a supermarket, with all external competitive factors influencing buying behavior. We will study whether the food label nudging effect lasts over time and whether it can be influenced by an informational campaign. This project is innovative in its methodology and experimental set-up, resulting in high internal and external validity and little observational bias. It is innovative in its subject, contributing to Flanders' transition area Food 2025 in subareas Food and Health and Optimal Interaction within the Chain and with Consumers. Additionally, it provides a methodology which can be used in future studies to maximize the nudging effect of food labels in public health policy.

Researcher(s)

• Promoter: Dens Nathalie
• Co-promoter: Thornton Lukar
• Fellow: Godden Elke

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

With its recreation facilities the province of Antwerp addresses a basic need (wellbeing, health and leisure). The challenge that is central to this research project is to turn these into 'smart' facilities that create value for different stakeholders and adapt it to a circular economic paradigm. Based on insights from consumer behaviour, product-service design and social sciences, we aim for a research design in which different stakeholders co-create a sustainable (planet, profit, people) leisure model with a 'provincial domain' as case study.

Researcher(s)

• Promoter: Moons Ingrid
• Co-promoter: Du Bois Els
• Co-promoter: Oosterlynck Stijn

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Behavioral economics provides a relevant theoretical framework that can explain and predict individuals' seemingly irrational choices with respect to their health. By understanding individuals as non-rational actors with predictable biases, individuals can be guided or "nudged" toward wiser choices without restricting their choice freedom or significantly changing their economic incentives. The current project focuses on two complementary health risk behaviors, (un)healthy eating and physical (in)activity, and analyses how persuasive cues or 'nudges' can be applied to interactive, 'just-in-time' (JIT) interventions that are adapted to an individuals' unique characteristics, needs and context. To date, a major gap still exists between the technological capacity to deliver adaptive communications, existing theoretical behavioral frameworks and current applications. The main goal of the project is to close this gap by developing and testing an integrative theoretical framework on how just-in-time adaptive interventions affect individuals' health risk behaviors, by (i) adopting an interdisciplinary perspective, (ii) developing the main technological building blocks that enable these JIT adaptive interventions and (iii) testing the effectiveness of different interventions for different individuals in different contexts.

Researcher(s)

• Promoter: Dens Nathalie
• Co-promoter: De Pelsmacker Patrick
• Co-promoter: Latré Steven
• Co-promoter: Poels Karolien
• Co-promoter: Vandebosch Heidi

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Food justice and citizen-driven governance of urban agriculture. Assessing the co-creative design of multi-stakeholder governance of urban agriculture initiatives Food has been absent as a concern for urban studies. This proposal reframes food as an urban question through a focus on citizen-driven governance of urban agriculture (UA) and its role in stimulating food justice. UA is a fast developing field and challenges top-down as well as bottom-up urban planning. This project responds to the need to improve our understanding of how multi-stakeholder governance models can be designed to enhance UA's contribution to food justice. The proposed research consists of three research phases. It starts with an overview of the state of the art literature from social sciences (sociology and political sciences), economic sciences (marketing and human behaviour) and design sciences (service design, design for complex systems). All influential parameteres are mapped into a digital system. The second research phases starts by mapping all urban agricultural initiatives in Flandres, based on the research outcomes and variables from the first research phase. A semi-qualitative research is set up (n=50) to evaluate the existing initiatives on their strenghts and weakenesses (eg. actors involved, contribution to food fairness, use of open spaces). The aim is to gain insights in the way citizens and other stakeholders govern urban agricultural initiatives and with what kind of mechanisms concerning inclusion and exclusion they are confronted. The third research phase consists of a co-creative seven steps design process (alternation of workshops, field research, concept development, concept testing) that gives input for the governance and the creation of three urban agricultural initiatives. The aim of this Participatory Research (PAR) phase is to gain insight in the complexity of governance processes by means of initiating co-creative interventions (common problem, common goal, common value creation) and to learn from their effects. The three studies will result in a report with recommendations to enrich the existing literature. The researchers aim to publish four scientific articles. Given the scope of the proposed research, the researchers moreover aim for a wider validation and desimilation of the results.

Researcher(s)

• Promoter: Moons Ingrid
• Co-promoter: Oosterlynck Stijn
• Fellow: Kuyper Thomas

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Brand placement –the purposeful incorporation of brands into entertainment content– has been growing steadily for the last decade and is now also gaining ground in the realm of books. Although branded products are often used by writers to increase realism or to describe a character's lifestyle or personality, brands are sometimes included for commercial purposes. Many authors, marketing experts, and advertisers seem to agree on the acceptability and persuasive potential of brand placement in books. And yet, this topic is still severely understudied. The proposed research adopts an interdisciplinary perspective and experimentally investigates how placements are processed and how they influence brand and story responses. Specifically, it studies the impact of key placement factors (i.e., if a brand appears in the narration or dialogue of a story; the number of times a brand is mentioned) on brand evaluation in two media (text and film); the role of (1st, 3rd person) narrative perspective in text; and the effectiveness of placement disclosures. It also tests the psychological mechanisms driving these effects by measuring potential mediating variables (placement perceptions, critical processing, identification with characters, story engagement), and employs important, yet unstudied, outcome measures (willingness to pay, real brand choice; story and author perceptions). The findings have significant implications for both theory and practice (advertisers, marketers, policy-makers).

Researcher(s)

• Promoter: Dens Nathalie
• Co-promoter: De Pelsmacker Patrick
• Fellow: Avramova Yana

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Glitch investigates the opportunities of a co-creative methodology in the domain of greenhouses cultivation. The aim of the project is the co-creation of product services that generate more durable and environmental friendly solutions in the domain of energy reduction and air quality. By using co-creative techniques, the end solutions will have a better fit with the needs and wants of the divers stakeholders and especially with these of the end-user.

Researcher(s)

• Promoter: Moons Ingrid
• Co-promoter: De Pelsmacker Patrick

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Electronic word-of-mouth (eWOM) is rapidly gaining importance in consumer decision making. This proposal focuses on online reviews, a type of product information shared online by consumers, based on their personal experience. Despite the recognized impact of online reviews, there is little understanding of HOW they affect the formation of attitudes and behavioral intentions. We propose a series of four well-controlled online experiments aimed at studying the influence of new contextual factors on the processing of information following (a set of) online reviews, to try and better understand the underlying processing mechanisms. In one of the studies, we focus upon a special type of online reviews, i.e. on social network sites, a topic that has received no research attention so far. Specifically, the project tries to answer four research questions: 1. How are reviews varying in attribute importance processed and is this effect moderated by the number of repetitions and/or the balance of the review set? 2. What is the effect of central and peripheral review cues on impression, attitude and intention formation? 3. What is the role of homophily, tie strength and source credibility of internet communities and their members for consumer responses to positive and negative reviews? 4. How do tone of voice and service type affect the relationship between online message valence and consumer responses to WOM in a social network site?

Researcher(s)

• Promoter: De Pelsmacker Patrick
• Co-promoter: Dens Nathalie
• Fellow: Loureiro Lopes Ana Isabel

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

With the emergence of new materials, the available set of materials is rapidly growing both in type and number, each with their own characteristics and applications. Hence, materials selection in product design is a complex and costly process. Since people interact with materials through products, the products' materials should not only meet technical qualifications, but also appeal to the senses of the consumer, attribute specific meanings, provoke intended emotions, and be context-specific. Consequently, industrial design engineers should be supported in integrating these different material understandings, and especially in taking the consumer perspective into account. This research will focus on closing the knowledge gap in continuous materials selection support - customised to the evolving multidisciplinary needs of industrial design engineering - throughout the entire design process, with special focus upon consumer-centred aspects of design. The success of new products depends upon their adoption by end consumers and, therefore, particular attention should be paid to designing products in such a way that they appeal to these consumers and their consumption context [1]. The overall research objective is to develop and test a generic framework to support early (new) materials decisions, integrating technical and consumer-experiential aspects. The conceptual basis of the study project combines two methodologies: 'Research in Design Context' and 'Design Inclusive Research', that provide frameworks in which 'design' is considered as an evolving research process to arrive at a new product that is both technically optimal and consumer-centred. A stepwise research design combines existing data (literature review), consumer insights (workshops), insights in motives and criteria for material choices (qualitative research, quantitative model building with professionals) and case studies (validating of the methodology with companies) The research project thus attempts to provide and test a methodology to bridge the current technical - consumer-experiential imbalance in industrial design engineering and to enhance the consumer perspective in this process. It can also improve the adoption of new materials and products. The theoretical and methodological contribution is that the project aims at developing and testing a new framework for materials selection in the design process that integrates both perspectives, for an increased adoption of newly developed products in the market place. A combination of qualitative and quantitative approaches and inductive and deductive reasoning in a mixed methods approach is used.

Researcher(s)

• Promoter: Moons Ingrid
• Co-promoter: Du Bois Els
• Co-promoter: Van Doorsselaer Karine
• Fellow: Veelaert Lore

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

In the last few years, marketing communications have witnessed significant changes as result of digitalization. Persuasive communication has been revolutionized with the development of new digital marketing strategies and the popularity of social media as a commercial vehicle. Digital marketing has become a fundamental part in the execution of any successful globally integrated marketing communications strategy. Globalization and digitalization have also lead to an increased interest in the effectiveness of new marketing formats in emerging markets, both from an academic and practitioner perspective. This project focuses on Latin America as an important emerging market. The central research question of this project is: How do some "structural factors" affect the effectiveness of digital marketing strategies using social media in the Latin-American context? Potential factors that will be considered include cultural, technological, economical, political/legal and product related factors. To answer this overall research question, this project uses an interdisciplinary approach. The project consists of a series of (mainly experimental) studies, combining theories and insights from communication science, media psychology, economics, and marketing.

Researcher(s)

• Promoter: Dens Nathalie
• Co-promoter: De Pelsmacker Patrick

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

This project adopts an interdisciplinary approach to bring new insight on blood donation behavior by drawing on research from marketing, persuasive communication, and psychology. Based on recent evidence showing that different factors drive donation behavior of donors at different stages of their career, it experimentally investigates the relative effectiveness of different blood donation appeals for different donor groups (non-donors, first-time donors, experienced donors, lapsed donors). Specifically, it examines how message framing –that is, different ways of presenting information in a persuasive message– affects donation intentions and behavior. For instance, we compare messages that emphasize avoiding the negative consequences of not donating with those stressing the positive consequences of donating (loss/gain framing), and we test whether highlighting accumulated (i.e., blood collected) or missing contributions (blood still needed) yields better results. In light of the pervasive influence of social media and the growing importance of online word-of-mouth (eWOM), we also explore the impact of these interventions on donors' eWOM intentions, which would be useful for online campaigns. The findings of our studies will advance current understanding of blood donation behavior and will also aid blood collection agencies in calibrating their communication strategies to enhance both recruitment and retention of donors in an easy-to-implement, cost-effective manner.

Researcher(s)

• Promoter: De Pelsmacker Patrick
• Co-promoter: Dens Nathalie

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Innovation research provides evidence that marketing communications play a crucial role in new product adoption by consumers. Nevertheless, examinations of what constitutes effective marketing communications for innovations, especially in a co-creation context, remain scant. The extant literature provides insufficient insights in how organizations communicate about co-creation today and how this contributes to the adoption of new products and services. Therefore, understanding how to advertise and promote (co-created) innovations in a way that reduces consumer resistance and enhances the appreciation of novel benefits is crucial. Additionally, the multiple stakeholder setting poses unique challenges for firms to involve stakeholders within their own communications mix. Therefore, our research aims to gain a better understanding of the communication elements or formats that improve the adoption of co-created innovations, the processes through which they do so, and the conditions under which effects may be stronger or weaker. We start by developing a social network study ( a 2 by 2 research design with service vs product by radical vs incremental innovations) in which the stakeholders´ position in the network of 4 co-creation projects will be analyzed and linked to specific communication outcomes. The following two studies comprise an experimental research that will empirically validate the hypothesized relationships between communication about co-created innovations and consumer adoption. In a final study, we validate our findings through an ex-post survey. As such, this PhD research aims to contribute to both innovation and communication management literature, and is one of the first to bridge both research domains.

Researcher(s)

• Promoter: Lievens Annouk
• Co-promoter: Dens Nathalie
• Fellow: Martens Jana

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Digital games are an important medium for advertisers to reach their target audiences. However, the contemporary trend of playing games in social network sites (e.g. Facebook games) has been underresearched in the in-game advertising literature. The first research objective is to study which different types and formats of in-game advertisements exist in social network games by means of a content analysis of in-game ads in social network games. Specific attention will be payed to 'value exchange ads', that allow players to engage with the brand or ad in exchange for in-game content and rewards. A second research objective is to investigate how consumer respond to these value exchange ads, by means of an experimental study. Social network games possess several distinctive characteristics. Social network games have an social interaction element as they are played with people within one's existing social network (e.g. friends) on social network sites. They are casual games that involve short, easier gameplay and a more simplistic game environment than hardcore games, and they can be played on mobile platforms (e.g. smartphone and tablet) that have haptic technologies (i.e. touchscreen) and a smaller screen size than desktops. The third objective is to research the effects of social interaction, casual games, haptic touch, and screen size on consumer responses towards in-game advertising, by means of three experimental studies.

Researcher(s)

• Promoter: De Pelsmacker Patrick
• Co-promoter: Dens Nathalie
• Fellow: Verberckmoes Shana

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

The aim of the project is to define a methodology to develop hybrid product/service system combinations (PSS), The project focusses on the domain of industrial product development. A process approach is defined and relevant stakeholders are identified. The research starts by an extensive literature overview that discloses the differences in the FEI between the development of a service, a product and a digital application and gives insights in the need for a more integrated system. This will be followed by a qualitative research with experts. Case studies are further used to map different development processes which lead to the mapping of patterns in the current development approach.

Researcher(s)

• Promoter: Moons Ingrid
• Co-promoter: Jacoby Alexis

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

In the medical device industry, innovation takes place within a network of stakeholders such as pharmaceutical companies and suppliers that co-create value for everyone involved. This poses unique challenges as companies need to learn how to collaborate and understand how their position within the network influences innovation outcomes. Theoretically, we analyze this from 3 perspectives: marketing, innovation and healthcare. We start by developing a theoretical framework that links organizational antecedents and different types of innovation outcomes, but also addresses the moderating role of a company's network position within the value network. In terms of research design, we aim to operationalize this by case studies, social network analysis and a large scale survey. In line with the 3 theoretical perspectives we aim to contribute to the field of marketing, innovation and healthcare. As for marketing, we aim to see what type of value is created for the stakeholders involved. From an innovation perspective, we look at what organizational forms fosters success and how this is affected by the network position. Finally, we contribute to healthcare by examining what the effective value networks are for innovation in this domain.

Researcher(s)

• Promoter: Lievens Annouk
• Fellow: Reypens Charlotte

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

The project aims to develop tools by which drivers and constraints occuring throughout co-creation processes can be mapped and can be used to facilitate the whole process. Special attention is given to multiple stakeholder co creation, and co creation in a B2B context also with SME's. The focuss of the project is on organisational and personal drivers and constraints underlying the process. The process is considered over the different phases of the innovation process, from idea-generation to market introduction. The state of the art as reported in literature will be combined with best practices in a first roadmap concept. The process will be made more transparant and solutions are proposed for difficulties occuring during the co creation traject. Qualitative research ans case base resarch will give us more insights to make the roadmap more concrete. We further aim to develop concrete measurable output parameters for compagnies involved in co-creaation processes.

Researcher(s)

• Promoter: Moons Ingrid
• Co-promoter: De Pelsmacker Patrick

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Electronic word-of-mouth (eWOM) is rapidly gaining importance in consumer decision making. This proposal focuses on online reviews, a type of product information shared online by consumers, based on their personal experience. Despite the recognized impact of online reviews, there is little understanding of HOW they affect the formation of attitudes and behavioral intentions. We propose a series of well-controlled online experiments aimed at studying the influence of new contextual factors on the processing of information following (a set of) online reviews, to try and better understand the underlying processing mechanisms. Specifically, the project tries to answer four research questions: 1. How do the balance and sequence of online review sets influence the number of reviews people read, and how does this self-paced review processing in turn affect the recall of information, impression formation, perceived usefulness, attitudes and behavioural intentions of review readers? 2. How are online reviews in a set processed when they discuss elements of relatively high or low importance? Is this effect influenced by the number of repetitions and/or the balance of the review set? 3. What is the effect of central and peripheral review cues on impression, attitude and intention formation? 4. What is the relative importance and interactive effect of homophily, tie strength and source credibility of online communities and their members in determining consumer responses to positive and negative online reviews?

Researcher(s)

• Promoter: De Pelsmacker Patrick
• Co-promoter: Dens Nathalie
• Fellow: Verberckmoes Shana

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

This project represents a research agreement between the UA and on the onther hand IWT. UA provides IWT research results mentioned in the title of the project under the conditions as stipulated in this contract.

Researcher(s)

• Promoter: De Pelsmacker Patrick

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

In the medical device industry, innovation takes place in a network of stakeholders such as pharmaceutical companies and suppliers that co-create value for everyone involved. This poses unique challenges as companies need to learn how to collaborate and understand how their position in the network influences innovation outcomes (e.g. product quality, time-tomarket, learning effects, …). Therefore, the goal of this study is to identify how and why stakeholders participate in a network to co-create value for themselves and others.

Researcher(s)

• Promoter: Lievens Annouk
• Fellow: Reypens Charlotte

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

The general research objective is to identify critical firm capabilities for customer co-creation and assess their impact on firms' innovation success and competitive advantage. Viewing the customer as an active, empowered and interconnected resource for a firm's innovation process, the research probes into firms' capabilities to manage digital customer environments for knowledge creation and to internalize this knowledge.

Researcher(s)

• Promoter: Lievens Annouk
• Co-promoter: Mahr Dominik
• Fellow: Kazadi Kande

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Recent developments in ICT foster health care customers to take an active role in their disease management by connecting to peers in online communities, thereby creating cognitive (i.e. cure) and affective (i.e. care) knowledge. Since previous research indicates the vital impact of online support on general well-being, a scale needs to be developed to quantify this support related knowledge creation. Despite the major research opportunities provided by the innovative online context, researches face many challenges in terms of data gathering, storage and analysis. It has been recognized that marketing researchers use an explanatory approach to address these issues while text miners apply a predictive approach, indicating that more exploration is needed to confront these methods. Therefore, in this research, two approaches will be used to develop a social support scale for online communication; a marketing and a text mining approach.

Researcher(s)

• Promoter: Lievens Annouk

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Marketers are increasingly using brand placement (a.k.a. product placement), the (paid) inclusion of branded products or brand identifiers through audio and/or visual means within mass media content (television shows, movies, books, songs, etc.) to deliver their commercial messages more persuasively than through traditional advertising. This research proposal extends two basic brand placement frameworks with seminal advertising effectiveness theories (e.g., persuasion knowledge, accessibility-diagnosticity, priming) to develop an integrative framework incorporating relevant brand placement characteristics that, until now, have largely been ignored. The research proposes a series of 4 studies, including 4 different types of moderators: characteristics of the brand placement (e.g., prominence, plot connection), context effects (e.g., programme perceptions), integrated marketing communication (e.g., interaction with other forms of communication, such as traditional advertising) and disclosure (the explicit revelation that brands in the programme or movie are placed in return for sponsorship or payment). In each of the studies, different dependent variables (brand recall, attitude toward the brand, purchase intention, attitude towards brand placements, consumer activation, etc.) are measured. That way, the proposed research should enable us to develop a comprehensive framework on the effectiveness of brand placement, studied from different perspectives. In the first study, relevant brand placement characteristics (e.g., length, position on screen, character interaction, etc.) are charted based on a content analysis. Through qualitative research (focus group discussions and in-depth interviews), we assess how viewers process brand placements with varied characteristics. Next, we test how combinations of different characteristics contribute to brand placement effectiveness in a series of field researches and experiments. A second study investigates to what degree the effectiveness of different brand placement characteristics may be context-dependent. Whether someone likes or dislikes the programme, can influence the reaction tpwards the placements in the programme. The programme genre (thriller, comedy) may also play a role. Through a number of field and lab experiments, we investigate the interaction between characteristics of the placement and characteristics of the context, on relevant effectiveness measures. In a third study, the interaction of brand placement and other communication formats (e.g., traditional advertising) is researched. How can communication enhance the effect of brand placements, or can communication for competing brands cause confusion? The content (e.g., endorser) and the timing of the communication are also considered. The fourth study includes a series of related experiments on the effects of disclosure (the explicit revelation that brands are placed in the programme or movie in return for sponsoring or payment) on various outcomes (persuasion knowledge, brand placement effectiveness, programme liking, attitude toward brand placements, etc.). The research will manipulate disclosure in different ways: disclosure vs. no disclosure, timing of disclosure (before, during, after programme), level of disclosure (generic, general product category, brand specific) and disclosure modality (visual, auditory, audiovisual).

Researcher(s)

• Promoter: Dens Nathalie
• Co-promoter: De Pelsmacker Patrick
• Fellow: Avramova Yana

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

This doctoral project sets out to develop an integrative framework to assess brand placement effectiveness. Through a series of 4 work packages we wish to study how (1) placement characteristics, (2) audience characteristics, (3) contextual factors and (4) cross-media effects impact brand placement effectiveness. By combining qualitative techniques with quantitative experimental research, we want to develop and empirically test an integrated model that explains brand placement effects. As such, we deepen the scientific knowledge on this subject, and we contribute to the Flemish media and their advertisers by increasing the economical return on their marketing investment.

Researcher(s)

• Promoter: Dens Nathalie
• Fellow: Verhellen Yann

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

This project represents a formal research agreement between UA and on the other hand the Province of Antwerp. UA provides the Province of Antwerp research results mentioned in the title of the project under the conditions as stipulated in this contract.

Researcher(s)

• Promoter: De Pelsmacker Patrick
• Co-promoter: Dens Nathalie

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

In our current information society, customers are more connected and informed than ever before and are no longer passive recipients of products and services. Instead, customers are empowered to participate in the value creation process through customer co-creation. Despite several calls from researchers and institutes, research concerning the nature and integration mechanisms of customer involvement remains scant. This research addresses this gap by investigating the structure of online social networks, thereby focusing on the knowledge co-creation by customers and its impact on word-of-mouth and usage intention of products and services.

Researcher(s)

• Promoter: Lievens Annouk
• Fellow: Van Oerle Sarah

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

The project investigates the role of emotions in the adoption process of new sustainable products, more specifically electric cars. A conceptual model is developed and tested by means of which existing theoretical frameworks such as the Extended theory of Planned Behaviour can be extended with emotional dimensions. Additionally, consumer responses to different emotions in the design of and advertisements for electric car models of existing car makes are studied.

Researcher(s)

• Promoter: De Pelsmacker Patrick
• Co-promoter: Standaert Achiel

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

The project (a longitudinal study on real-life ads in 4 countries) investigates potential synergies between different media to achieve maximum return (more favourable consumer reactions to ads, consumer activation (information search, website visits, word-of-mouth) and sales). We study moderating effects like socio-demographic profile (age, social class, ...), media usage and connectedness, buying behaviour and cross-cultural differences.

Researcher(s)

• Promoter: Dens Nathalie

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

On the basis of already existing cross-border eGovernment pilot services and other EU initiatives (WP1), this study will explore and substantiate the existing and future needs (including socioeconomic, environmental, legal and even sector specific needs) and demand for cross-border eGovernment services (WP2). It will carry out an in-depth quantitative and qualitative costbenefit analysis to demonstrate how cross-border eGovernment services can make mobility in the EU less burdensome, provide added value to citizens and businesses and why deployment of new cross-border public services is needed (WP3). The study will identify and assess the organisational, legal, technical and semantic barriers that hinder the deployment of cross-border eGovernment services in the EU and consider their solutions (WP4). As a conclusion, the study will identify and propose options for the development of cross-border public services with the highest potential impact (WP5).

Researcher(s)

• Promoter: Lievens Annouk

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

The general research objective is to identify critical firm capabilities for customer co-creation and assess their impact on firms' innovation success and competitive advantage. Viewing the customer as an active, empowered and interconnected resource for a firm's innovation process, the research probes into firms' capabilities to manage digital customer environments for knowledge creation and to internalize this knowledge.

Researcher(s)

• Promoter: Lievens Annouk
• Fellow: Kazadi Kande

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

The project investigates the impact of advertising investments, media mix allocation and advertising share of voice on short-term advertising and brand effects, on consumer activation (gathering extra information, visiting websites and generating word-of-mouth), and on their impact on long-term brand effects.

Researcher(s)

• Promoter: De Pelsmacker Patrick
• Co-promoter: Dens Nathalie
• Co-promoter: Goos Peter

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Recent developments in information and communication technology and the increasing digital nature of our society have led to new opportunities in customer integration during the innovation process. Innovation is knowledge creation. In this study we therefore investigate how customer involvement can contribute to knowledge creation and examine the impact of this customer co-created knowledge on the innovation performance of high tech services.

Researcher(s)

• Promoter: Lievens Annouk

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

The impact of disclosure mechanismsof brand placement in media content on the level of persuasion knowledge, both with adults and children, is studied. The proposal contributes to the theoretical insights into how brand placement works, to the definition of ethical advertising, and to the public policy question which specific regulation the government has to impose with respect to this commercial technique.

Researcher(s)

• Promoter: De Pelsmacker Patrick

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

This project researches effects of interactivity on marketing communication for different brand strategies to find out how interactivity influences consumer reactions to new products. In two studies, we oppose new brands versus extensions of familiar brands and small versus broad brands. It is expected that interactivity will engender different communication effects for different brand strategies, in function of cognitive capacity.

Researcher(s)

• Promoter: Dens Nathalie

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

The effectiveness of the traditional 30 second television commercial is declining. Consequently, advertisers are looking at alternatives such as brand placement, to break through the clutter and to deliver their commercial messages more persuasively. Brand placement is a hybrid form of advertising where the commercial message is integrated in a media context. This research will investigate in what way certain factors (programme-evoked responses, frequency of exposure to brand placement, prior brand familiarity, brand placement disclosure) influence brand placement effectiveness and acceptability.

Researcher(s)

• Promoter: De Pelsmacker Patrick
• Fellow: Wouters Marijke

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

The effectiveness of the traditional 30 second television commercial is declining. Consequently, advertisers are looking at alternatives such as brand placement, to break through the clutter and to deliver their commercial messages more persuasively. Brand placement is a hybrid form of advertising where the commercial message is integrated in a media context. This research will investigate in what way certain factors (programme-evoked responses, frequency of exposure to brand placement, prior brand familiarity, brand placement disclosure) influence brand placement effectiveness and acceptability.

Researcher(s)

• Promoter: De Pelsmacker Patrick
• Fellow: Wouters Marijke

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Recent developments in information and communication technology (ICT) as well as the increasing digital nature of our society have led to new opportunities in customer integration during the innovation process. Innovation is a knowledge-based activity. In this study we therefore investigate how customer involvement can contribute to knowledge creation and examine the impact of this customer co-created knowledge on the innovation performance of high tech services.

Researcher(s)

• Promoter: Lievens Annouk

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Mergers and acquisitons are investigated empirically in relation to brand equity in the bank sector. A research instrument is being developed which measures brand equity in the bank sector and the change in brand equity due to mergers and acquisitions where the reference bank either performs a take over or is itself absorbed. This instrument is to be applied in samples in Belgium and Maleisia

Researcher(s)

• Promoter: Weverbergh Marcel

Research team(s)

• Marketing

Project website

Project type(s)

• Research Project

Abstract

This project aims to investigate the impact of different types of advertising strategies (rational, emotional, and mixed emotional) for new products introduced as a line extension, brand extension, and new brand. The influence of audience personality traits will also be considered. The research is thus situated within the framework of consumer behavior, advertising and brand management. In the first place, the effectiveness of various advertising strategies for different branding strategies for new products will be studied, with special attention for mixed emotional advertising appeals. In a second phase, the moderating role of certain personality traits on de effectiveness of different advertising strategies for different new product branding strategies will be examined. Finally, the effect of repetition of varied advertising strategies for new product branding strategies will be assessed.

Researcher(s)

• Promoter: De Pelsmacker Patrick
• Fellow: Dens Nathalie

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

The project integrates the existing theories of traditional advertising research with conceptual models that have been designed to describe the reaction of individuals to interactive persuasive stimuli (e.g. the Internet). The objective is to formulate a new theoretical framework based on empirical research in an interactive digital television context. The resulting theory can also be applied to advertising formats in new media that combine traditional broadcast with viewer interaction (e.g. webcasting, mobile broadcasting,...).

Researcher(s)

• Promoter: De Pelsmacker Patrick

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Researcher(s)

• Promoter: Weverbergh Marcel
• Co-promoter: De Pelsmacker Patrick

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

The project aims to investigate the ad- and brand-related consumer reactions to three different advertising strategies (rational, single-valenced emotional and mixed emotional) for three different branding strategies for new product introductions (new brand, line extension, brand extension). Futrthermore, the moderating role of the following consumer characteristics will be explored: Consumer Innovativeness, Need for Cognition, Affect Intensity, and Proclivity to Accept Duality.

Researcher(s)

• Promoter: De Pelsmacker Patrick

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

The aim of this project is to complete a survey development program, which is immediately accessible from the web, and to make it more user friendly for the survey developer. This program should fill in a need for easy access to survey development and administration by students and academic researchers (phd students in particular).

Researcher(s)

• Promoter: Weverbergh Marcel

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

This is a fundamental research project financed by the Research Foundation - Flanders (FWO). The project was subsidized after selection by the FWO-expert panel.

Researcher(s)

• Promoter: Cuyvers Ludo
• Promoter: De Pelsmacker Patrick

Research team(s)

• Management
• Marketing

Project type(s)

• Research Project

Abstract

This project aims to investigate the impact of different types of advertising strategies (rational, emotional, and mixed emotional) for new products introduced as a line extension, brand extension, and new brand. The influence of audience personality traits will also be considered. The research is thus situated within the framework of consumer behavior, advertising and brand management. In the first place, the effectiveness of various advertising strategies for different branding strategies for new products will be studied, with special attention for mixed emotional advertising appeals. In a second phase, the moderating role of certain personality traits on de effectiveness of different advertising strategies for different new product branding strategies will be examined. Finally, the effect of repetition of varied advertising strategies for new product branding strategies will be assessed.

Researcher(s)

• Promoter: De Pelsmacker Patrick
• Fellow: Dens Nathalie

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Researcher(s)

• Promoter: De Pelsmacker Patrick

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

The purpose of the study is to examine the combined impact of the use of different (mixed) emotions in advertising communications, types of media context and context-stimuli congruency, on the reactions to and the effectiveness of advertising stimuli. Attention will also be devoted to the moderating role of individual differences between consumers in the matter of socio-demographic and personality characteristics. The scope of the research does not limit itself to advertising, but will encompass sensitization campaigns for `good causes'.

Researcher(s)

• Promoter: De Pelsmacker Patrick
• Fellow: Dens Nathalie

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

The response to advertising stimuli is varying media contexts is studied in two experiments in which the technique of eye tracking is used. In the first experiment the nature of the priming effects of media context on the elaboration of advertising messages is studied. In the second experiment the level of attention for various sections of web pages is tested and correlated with other self-reported responses to advertising on these pages.

Researcher(s)

• Promoter: De Pelsmacker Patrick

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

The purpose of the project is to collect academic knowledge about sustainable consumption, to valorise this knowledge in an international academic context, and to publish it, and to build a network of international researchers to enhance the distribution of available knowledge.

Researcher(s)

• Promoter: De Pelsmacker Patrick

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

In a first part of the research, we will investigate the impact of the virtual store design on online shopping behavior for groceries. A second part of the research examines how virtual stores can be used as a test instrument for predicting the impact of merchandising stimuli in traditional stores.

Researcher(s)

• Promoter: Campo Katia

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Researcher(s)

• Promoter: Campo Katia
• Fellow: Breugelmans Els

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Like for product (brand)purchases, consumer behaviour with regard to store choice is characteristic by the selection of multiple alternatives. A large number of consumers do not buy the complete basket of related purchases - such as groceries - in a single 'most-preferred' store, but allocate these purchases to different outlets in order to maximize shopping and consumption utility ('multiple store shopping'). This can be achieved by switching stores over time, or by engaging in multiple store visits on a single shopping trip ('multiple shopping') to reduce transaction costs. Yet, while numerous publication in the brand choice literature account for the phenomenon of multiple brand purchases, multiple store shopping has received little attention to date. The objective of this project is to fill this gap in the marketing literature and to provide managers with better insights into the reasons and implications of multiple store shopping.

Researcher(s)

• Promoter: Campo Katia

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Researcher(s)

• Promoter: De Pelsmacker Patrick

Research team(s)

• Marketing

Project type(s)

• Research Project