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The psychology in your shopping basket

Date:19 December 2018
Jing Wan is an assistant professor at the Faculty of Economics and Business of the University of Groningen.
Jing Wan is an assistant professor at the Faculty of Economics and Business of the University of Groningen.

When you are shopping in the supermarket, do you see friendly faces on the shelves? Giving brands a face and personality is a key part of marketing. There are familiar characters the world over, from Mr Clean, to the Michelin man. This is the research topic of assistant professor Jing Wan, the latest to be featured in the Econ 050 podcast.

"If you look at the headlights and the grill of some cars, you can see a face," Wan told the podcast. "There are cars smiling, some of them are scowling. Physical attributes get you thinking, “Oh, yeah that thing looks like a face. It’s smiling at me” or “It looks angry at me”.

You can listen to the podcast online now. Don't forget to subscribe on iTunes, Spotify, or wherever you get your podcasts. Econ 050 is made in collaboration between the faculty and The Northern Times, an English-language newspaper covering Groningen, Friesland and Drenthe in the northern Netherlands.