dr. HWI (Erica) van Herpen

dr. HWI (Erica) van Herpen

Associate Professor

Erica van Herpen is Associate Professor in the Marketing and Consumer Behavior Group.

General reaserch topic: Consumer evaluation, use of, and choice from (food) product assortments

Current research: Current studies examine consumer decisions, mainly in retail settings, to answer questions such as: How do cues such as product popularity influence consumer choice from product assortments? What type of expectations do consumers form based on the layout of a store? How do household practices regarding the food assortment at home influence food waste?

Topics center on:

  1. general store context (store layout, social influence)
  2. on-shelf product presentation (shelf organization, product packaging, health claims)
  3. consumers' use of the assortment of food products at home, and resulting food waste
  4. the use of novel research tools such as virtual reality.


The above presentation about household food waste was given during the bioeconomy policy day of the European Commission. More information on the bioeconomy policy day can be found here.

A podcast on the same topic (in Dutch), made on the occasion of the NVRD Jaarcongres 2019, can be found here

Personal website: http://ericavanherpen.wix.com/ericavanherpen#