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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:
- general store context (store layout, atmospherics, social influence)
- on-shelf product presentation (shelf organization, product packaging, health claims)
- the use of novel research tools such as the virtual supermarket.
In addition, Erica examines consumer food waste.