prof. dr. B.M. Fennis
My research interests --persuasion, social influence, and the role of consumer self-regulation in these processes-- also translate to my teaching. I (co)teach three courses: a master course Marketing Communication, a research master course Consumer Research, a research master course in Behavioral Decision Making and a research master course Experimental Research Design.
I also supervise bachelor, master and research master theses. If you are looking for a supervisor and if you are interested in one of my research interests (see also my research page) please contact me. I am currently looking for students to work with me on either one of the following projects (in no particular order):
1. Becoming a brand apostle: The science of consumer conversion and resistance. What is it about some advertising appeals that seem to "convert" consumers after one single exposure to become true "brand apostles" --i.e., fully committed and loyal to the brand? Is that merely a question of 'pushing the right psychological buttons'? And if so, what are they? What role does the psychological constellation of the consumer play in this process? And when does advertising cause exactly the opposite, pushing consumers away, leading to churn and consumer resistance?
2. The bright side of indulgence: When binge consumption fosters creativity, problem solving and well-being. Healthy consumption is usually moderate consumption. In contrast, binge eating, drinking and other forms of hedonic indulgence are typically associated with health risk and other detrimental outcomes. Yet, this picture might be not as black-and-white as may appear at first glance and some evidence suggests that binge consumption may have positive outcomes such as promoting problem solving and creativity. I am interested in finding out more about this 'bright side of indulgence': when and why does indulgent consumption foster health and well being? what types of additional positive outcomes may ensue from 'going overboard'? Can we use these insights to target consumer groups that are typically hard to reach with health interventions?
3. On experiencing scarcity. I am interested in one of the most established pillars of economic functioning: how consumers experience and respond to limited resource availability. More specifically, in this project I aim to examine how consumers experience an empty wallet, but also an empty stomach, a shortage of time, or a limited offer at the supermarket. Are these forms of scarcity fundamentally different from each other? Or do they perhaps trigger a similar set of responses? And how do consumers actually cope with a sense of scarcity?
|Last modified:||15 March 2017 4.16 p.m.|