dr. HWI (Erica) van Herpen

dr. HWI (Erica) van Herpen

Associate Professor

Erica van Herpen is associate professor in consumer behavior.

General reaserch topic: consumer behavior at the point-of-purchase

Current research: Ericas research focuses on consumer decisions 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)
  3. the use of novel research tools such as the virtual supermarket.

In addition, Erica examines consumer food waste.