1 Aug :23:49 Research projects ( of 126) Search filter: Classifications: Market study Price rigidity in Europe and the US: measurement and explanation using scanner data Abstract: Price rigidity is an important driving force of the business cycle, so knowing the degree and sources of price rigidity is of the utmost importance for scientific and policy puposes using supermarket scanner data, we compare pricing behaviour between Europe and the US and test the importance of implicit contracts and deep habit formation as potential sources of price rigidity. Departement of Social Economics Freddy Heylen Innovation and reduction of time-to-market through designed experimentation. Abstract: This projects aims at developing novel search algorithms for finding optimal experimental designs. For that purpose, the newest methods for combinatorial optimization in operational research, involving metaheuristics, will be used in a new application area, the design of experiments. Both problems with a single objective as problems withmultiple objectives will receive our attention. Mathematics, Statistics and Actuarial Sciences Kenneth Sörensen Alternative geographies of globalization: the spatial dimension of 'islamic' financial services Abstract: This research project examines the geographies of Islamic banking and financing. These services are inter alia characterized by the prohibition of investisting in products that are not allowed by the Shari'ah. Because this research starts from non-western forms of advanced services, we shed light on global processes that have new been under investigated in world cities researh. Departement of Geography Frank Witlox Ben Derudder Grant from the National Bank of Belgium for the BOF-project: "Olfactory marketing: the role of fragrance and its interaction with other atmospheric cues in a shopping experience" Abstract: The grant of the National Bank wil be used to co-finance the operation coasts of the BOF-project: "Olfactory marketing: the role of fragrance and its interaction with other atmospheric cues in a shopping experience" In this project, the efficacy of fragrance marketing is examined. Within the concept of sensorial marketing, fragrance is becoming more and more important and retailers are becoming increasingly interested. There are, however, still a lot of research endeavors, not in the least with respect to the interaction effects with non-atmospheric cues (e.g., product type and individual differences as personality traits) as well as with other atmospheric cues (such as as music, colour and light). These last research directions gain increasingly more attention as a shop visit is seen more and more as a holistic experience of cognitive but certainly also from affective elements. Willem JANSSENS BOF: Short Stay: Prof. dr. Jun Jin Abstract: On Februari 13, 2009, the research Council of Hasselt Universtiy has approved the stay of Prof. dr. Jun Jin of the College of Public Administration, Zhejiang, China. During his stay, Prof. dr. Jun Jin will perform research in cooperation with prof. Wim Vanhaverbeke (research group Strategy and Organisation). Innovation Management Strategy and Organisation Research Center for Entrepreneurship and Innovation Wim VANHAVERBEKE The instability of risk preferences: time versus money, sexual motivation, hunger. Siegfried Dewitte Anouk Festjens Attachment security, babies and consumer behavior.
2 Yuanyuan Li The effectiveness of brand placement: extensions of the Tripartite Typology and the Balance Model and the impact of disclosure. Abstract: The effectiveness of the traditional 30 second television commercial is declining. Consequently, advertisers are looking at alternatives such as brand placement, to break through the clutter and to deliver their commercial messages more persuasively. Brand placement is a hybrid form of advertising where the commercial message is integrated in a media context. This research will investigate in what way certain factors (programme-evoked responses, frequency of exposure to brand placement, prior brand familiarity, brand placement disclosure) influence brand placement effectiveness and acceptability. Marijke Wouters How can consumers effectively be protected against commercial persuasion attempts? The role of external warnings. Abstract: Consumers are aware of the fact that advertising tries to influence them. However, their persuasion knowledge concerning more subtle communication tools such as product placements is less developed. This project tries to reveal whether and by means of which external warnings persuasion knowledge can be developed and activated in different consumers to better protect them against different commercial persuasion attempts. Maggie Geuens Consumer insights in het gebruik van sociale media door Belgische jongeren University College Ghent Abstract: Sociale media zijn een nieuwe, aanvullende vorm van marketingcommunicatiemedia. De sociale media zoals Web 2.0 sites, blogs op internet, idtv, mobiele communicatie, advergaming,...zijn internetgerelateerde tools die het een consument niet alleen mogelijk maken om zelf op zoek te gaan naar informatie omtrent een product/dienst maar ook om zelf contact te realiseren met de bedrijven/adverteerders. Daarenboven stellen deze nieuwe media de consument ook in staat om eigen informatie, percepties en opinies te verspreiden onder medeconsumenten. De consument wordt, in vergelijking met het klassieke advertising model waarin hij een passieve rol speelde (zender adverteerder, ontvanger consument), een actieve speler in een nieuw model: hij stuurt de merkboodschap bijvoorbeeld aan via 'user generated content' (verwijst naar media inhoud die geproduceerd wordt door de eindgebruiker) of via 'Word of Mouse' (een evolutie van 'word of mouth' naar 'word of Mouse', waarbij de verspreiding van de boodschap niet meer face-to-face gebeurt maar via een digitale intermediair). Hij kan via de virale (digitale) weg duizenden andere consumenten benaderen met positieve of negatieve boodschappen. De adverteerder zal zijn sturende rol moeten bijschaven en zich in de communicatie, uitgedaagd door de consument, anders moeten gedragen, rekening houdend met de gewijzigde communicatiemogelijkheden- van de consument. Zowel vanuit de academische als vanuit de bedrijfswereld is er echter nood aan diepgaande inzichten in waarom en wanneer de consument als actieve ontwikkelaar of verspreider van commerciële boodschappen gaat optreden. Vroeger onderzoek wees reeds uit wat het socio-demografisch profiel is van internetgebruikers, hoe consumenten hun tijd verdelen over media (Ferris, 2007) en wat bijvoorbeeld de motieven zijn van consumenten om gebruik te maken van het internet (Rodgers & Sheldon, 1999). Consumenten gaan via internet informatie zoeken, communiceren, ontspannen en shoppen. De dieperliggende kennis van waarom de gebruiker/consument al dan niet gebruik maakt van sociale media en dus participeert in de commerciële boodschap ontbreekt nog. (Johnson, Bruner & Kumar, 2008). De doelstelling van dit project is het beantwoorden van volgende onderzoeksvragen : 1. wat zijn de motivaties van Belgische jongeren (16-34 jarigen) om actief commerciële boodschappen aan te sturen in sociale media, en 2. in welke mate modereren deze motivaties het effect van merkkenmerken (zoals merkpersoonlijkheid) en boodschapelementen (zoals het type creatieve appeal dat gebruikt wordt) op het al dan niet vertonen van dit actieve aansturingsgedrag van Belgische jongeren. In de verschillende onderzoeksfasen zal de motivatie van de jonge consument op kwalitatieve en kwantitatieve manier bestudeerd en bevraagd worden. Het einddoel bestaat erin een gefundeerd advies te kunnen formuleren aangaande de meest aangewezen manier om de interactieve consument van morgen efficiënt te benaderen en te bereiken. Het PWO-project Consumer insights in het gebruik van sociale media door Belgische jongeren heeft twee centrale vragen. o De eerste centrale vraag is Wat zijn de motivaties van Belgische jongeren (16-34 jarigen) om actief commerciële boodschappen aan te sturen in sociale media?. o De tweede centrale vraag is In welke mate beïnvloeden merkkenmerken (zoals merkpersoonlijkheid) en boodschapelementen (zoals het type creatieve appeal) het aansturinggedrag van Belgische jongeren en is deze relatie afhankelijk van de oorspronkelijke motivatie? Om deze centrale vragen te kunnen beantwoorden is een antwoord nodig op de volgende onderzoeksvragen: o Welke sociale media worden door Belgische jongeren gebruikt om actief commerciële boodschappen aan te sturen? (OV1) o Wat zijn de motivaties van Belgische jongeren om gebruik te maken van sociale media om informatie met betrekking tot producten of diensten te creëren of te verspreiden? (OV2) o Link tussen het waarom en soort product of dienst en soort informatie / boodschap en wijze van actief gebruik? (OV3) De eerste fase van het onderzoeksproject was een oriënterende, afbakenende en conceptuele fase. De literatuurstudie heeft zich geconcentreerd op de eerste twee onderzoeksvragen. De tweede fase van het project kwalitatief onderzoek bij de consument liet toe om de verworven informatie uit de eerste fase af te toetsen, te
3 verfijnen en uit te zuiveren. De kwalitatieve onderzoeksfase probeerde vooral een antwoord te formuleren op de eerste twee onderzoeksvragen. De tweede onderzoeksvraag, de motivaties, kwam uitgebreid aan bod. Door de motivaties te onderzoeken, werd een beter beeld verkregen van wat de gebruikers drijft om het gedrag te stellen waar dit onderzoeksdomein zich op richt. In de gesprekken is ook gepolst naar relevante elementen met betrekking tot de derde onderzoeksvraag. Naast een indicatie van de motivaties die bij de meeste respondenten aanwezig waren, kwam het kwalitatief onderzoek tot drie conclusies: 1.Bepaalde motivaties kunnen onvoldoende teruggekoppeld worden naar de beschikbare theorieën. We vonden vijf nieuwe motivaties die (voorlopig) niet te herleiden zijn naar de reeds gedocumenteerde motivaties: profilering, google traffic, reciprociteit of bijdragen tot de community, drang naar content, problemen signaleren aan bedrijven en tenslotte provoceren en choqueren. 2.Bepaalde motivaties komen heel vaak samen voor, of juist niet. 3.Er zijn verschillende variaties binnen éénzelfde motivatie, we kunnen ons nu een meer genuanceerd beeld vormen van iedere bestaande motivatie. Een voorbeeld hiervan is de motivatie product involvement waar ook sprake is van brand involvement. De derde fase is een kwantitatieve onderzoeksfase en is opgebouwd uit drie luiken: een inhoudsanalyse, een enquête en een experiment. Deze derde fase moet ook een afdoende antwoord geven op de derde onderzoeksvraag. Als resultaat van de derde fase verwachten we kwantitatieve gegevens om de motivaties bij jongeren te onderbouwen en de boodschapelementen van commerciële boodschappen te linken aan de mogelijke motivaties. Het einddoel bestaat erin een gefundeerd advies te kunnen formuleren aangaande de meest aangewezen manier om de interactieve consument van morgen efficiënt te benaderen en te bereiken. Faculty of Applied Business Faculty of Business Administration and Public Administration Claire Maréchal Iris Vermeir Brigitte Neetens Linda Engels Analysis of the strategic position of the Antwerp diamond sector. Abstract: Analysis of the strategic position of the Antwerp diamond sector. Management Koen Vandenbempt Rudy Martens The effect of brand placement disclosure on the responses to brand placement by adults and children Abstract: The impact of disclosure mechanismsof brand placement in media content on the level of persuasion knowledge, both with adults and children, is studied. The proposal contributes to the theoretical insights into how brand placement works, to the definition of ethical advertising, and to the public policy question which specific regulation the government has to impose with respect to this commercial technique. Advertising in digital games: attitudes, persuasive impact, and moderating factors Abstract: Today, digital games are the fastest growing advertising medium, making in-game advertising a highly relevant research topic. This project aims to tackle general attitudes of players towards this new and increasingly popular advertising format. A second objective is to investigate how the persuasive impact of in-game ad placements is moderated by emotionally and contextually induced factors such as digital game experiences. Media & ICT/Interpersonal relations in Organisations & Society (MIOS) Karolien Poels Consumer reactions to different branding strategies in an interactive context Abstract: This project researches effects of interactivity on marketing communication for different brand strategies to find out how interactivity influences consumer reactions to new products. In two studies, we oppose new brands versus extensions of familiar brands and small versus broad brands. It is expected that interactivity will engender different communication effects for different brand strategies, in function of cognitive capacity. Nathalie Dens Organizational change by sport clubs influenced by a centralized implementation of a quality system. Vrije Universiteit Brussel
4 Abstract: The main goal of this study is to examine the impact of a top-down implementation of a quality assurance system, initiated and coordinated by a leading sport federation or league, on the degree of professionalization of the clubs involved. Beside this, performance-indicators will be analysed over time in order to evaluate the influence of these and other forces. A sport-specific approach is essential to understand the situational context of these sport organisations. Finally a permanent evaluation of the reaction of all stakeholders is necessary in order to analyse the change process and the resistance or acceptance of these persons in particular. Sports policy and managment JO VAN HOECKE DIANE BREESCH INLANAV - Innovative Inland Navigation. Abstract: Three private partners (, Schipco BV and Research Small Barges BV) are participating in the INLANAV-platform with a view of developing new vessel designs and facilitating market take-up. The concepts range from push barges powered by electric engines to the realization of an automatically guided barge with a greater hold; using new technologies and materials like for example composites. The is examining a two stage tug and barge concept. In the first stage, the tug and barge concept sails on large waterways with several barges pushed by a single tug from seaports to the small inland waterways. In the second stage, at the entrance of a small inland waterway, the convoy is uncoupled and the small barges continue autonomously. The main focus of the concept is to combine economies of scale on large rivers (i.e. tugs and barges together) while the individual barges are small and economically feasible to sail on small waterways. This way the convoy can compete with its main competitor: road transport. Transport and Regional Economics Eddy Van de Voorde Consequences of positional concerns and conspicuous consumption Abstract: Current project tests two potential consequences of a strong positional concern (concern about one's status), namely 1) that it induces a competitive mindset and 2) that it increases the interest in and impact of quantitative product information. In addition, it is investigated whether conspicuous consumption has a positive effect on self-esteem. Mario Pandelaere Online conjoint choice experiments for the detection of latent market segments. Abstract: This project aims at developing adaptive approaches for conducting online conjoint choice studies to detect an unknown number of latent market segments. The new approach will build on optimal design of experiments methodology. When customer is king. Luk Warlop Samuel Franssens Marketing modeling. Faculty of Economics and Business (FEB), Lien Lamey Katia Campo Kristina Melis Els Breugelmans For better or worse? The effect of optimism on decision making Abstract: This project studies the effect of dispositional optimism in decision making. Three research questions will be addressed. First it will be investigated whether optimists rely more on their intuition in complex decision tasks. Second, I will investigate whether their heightened sense of control may lead optimists to make less optimal choices in gambling situations. Finally optimism and service marketing will be addressed. Mario Pandelaere Short Stay dr. Jun Yin: Developing Innovation Capability in Tech-intensive Industry via Open Innovation Abstract: On June 28, 2010, the research Council of Hasselt Universtiy has approved the stay of. dr. Jun Yin of Zhejiang University, China. During his stay, dr. Jun Yin will perform research in cooperation with prof. Wim Vanhaverbeke (research group Strategy and Innovation management).
5 Innovation Management Research Center for Entrepreneurship and Innovation Wim VANHAVERBEKE Doping and its supply: exploring the market and assessing the impact ofanti-doping policies in Belgian and French cycling. Research Unit Criminal Law and Criminolo Letizia Paoli Design and validation of models for short-term and long-term media mix investment optimization. Abstract: The project investigates the impact of advertising investments, media mix allocation and advertising share of voice on short-term advertising and brand effects, on consumer activation (gathering extra information, visiting websites and generating word-of-mouth), and on their impact on long-term brand effects. Nathalie Dens Customer co-creation : the nature and its impact during the innovation process of high tech services Abstract: Recent developments in information and communication technology and the increasing digital nature of our society have led to new opportunities in customer integration during the innovation process. Innovation is knowledge creation. In this study we therefore investigate how customer involvement can contribute to knowledge creation and examine the impact of this customer co-created knowledge on the innovation performance of high tech services. Annouk Lievens Analyzing the impact of news and market reports on Belgian stock prices through text mining. Abstract: In this project we will investigate how general and stock market specific news items can be analysed with advanced text mining techniques to automatically predict the effect on Belgian stock prices. Insights will be obtained into which news providers and which combinations of words have the largest effect. The developed system will be evaluated as a trading tool, as well as decision support system for investors. Walter Daelemans David Martens Managing Customer Relationships in the Evolving Multichannel Environment Abstract: One of the most important trends in recent years is teh increase in the number of channels that customers have the option to choose from when interacting with companies (Cassab and MacLachlan 2009). Using longitudinal data of different Belgian companies, this research proposal aims to gain better insight into the consequences and the causal effects of multichannel behaviors and strategies. Department of Management, Innovation and Entrepreneurship Bart Larivière Analyzing the benefits and mangement challenges of open innovation from a HRM perspective Abstract: On 18 May 2009, the Research Council has approved the first three months of residence of mrs. Li Wangfang charged by the BSF program 'short breaks', and this in preparation for a joint PhD in business economics, entitled "Analyzing the benefits and challenges of open innovation management from a HR perspective". The Research Council also decided that the next residents of mrs. Li Wangfang are charged to the BSF program 'Bilateral Scientific Cooperation'. Innovation Management Research Center for Entrepreneurship and Innovation Wim VANHAVERBEKE Implicit evolutionary motives can energize sustainable behavior
6 Luk Warlop Jan Ryckmans Wanneer informatie een bedreiging wordt: kan communicatie aangepast aande "coping" strategieën van individuen het zoekgedrag beïnvloeden? Siegfried Dewitte Laure Weckx Self-control and visual attention. Justin Saddlemyer Concort project Siegfried Dewitte Zeynep Kutsal Art and signaling in a cultural species: a comparative perspective. Centre for Logic and Analytical Philosop Andreas De Block Jan Verpooten Design of discrete choice experiments adapted to the respondent's cognitive process. Abstract: Discrete choice experiments (DCEs), which involve respondents choosing among alternatives presented in choice sets, are widely used to study preferences for attributes of products or services in various economic fields. To maximize the power of the statistical inference from data from DCEs, it is crucial to design the experiments optimally. Most research in this area focuses on optimizing the design of DCEs under the simplifying assumption that respondents make compensatory decisions. This means that unattractive levels of an attribute can be compensated for by attractive levels of another attribute. However, the assumption of compensatory decision-making often proves to be unrealistic. This research project studies three scenarios in which respondents depart from the compensatory decision rule when making choices: (i) the scenario where respondents ignore attributes in the decision making because there are too many, (ii) the scenario where respondents favor certain attributes because of their position in the description of the alternatives and (iii) the scenario where respondents favor certain alternatives because of their position in the choice set. Pro-actively accounting for respondents' cognitive processes when constructing optimal DCEs in these scenarios will result in more practical designs for DCEs, with applications in marketing, transportation, environmental and health economics. Guido Erreygers Roselinde Kessels investigation the value of shopping path data for marketing intelligence Abstract: This proposal is about tracking the movements of customers 'i.e. paths) in a shop environment such as shopping-malls. Path data contains valuable information for marketind researchers because it describes how consumers interact with their environment. The aim of this project is to develop methods for descriptive as well as more advanced analyses to generate managerial insight for this new data source. Dirk Van den Poel Dispositional greed: scale development and an empirical investigation of causes and consequences Abstract: Much research exists on situational triggers of greedy behavior. However, virtually nothing is known about the causes and consequences of dispositional or personality differences in greed. This project investigates individual greed and its effect on behavior and judgments, through the development of a scale to measure dispositional greed and through experimental research using economic game theory to differentiate it from envy.
7 Mario Pandelaere Understanding and shaping customer co-creation perceptions Abstract: Value co-creation concerns the active participation of the customer in the creation of a unique offering. In both the academic and management literature co-creation is considered as an important source of competitive advantage. The benefits of co-creation include long-term customer-firm relationships due to enhanced productivity and improved customer evaluative judgments. In contrast to the immense popularity of the topic is the scarcity of empirical academic research available. The aim of the proposed doctoral research is to contribute to marketing practice and theory by conducting several empirical studies aimed at better understanding customer value perceptions concerning co-creation. In particular, the focus will be on: understanding what drives customer co-creation value perceptions and how these perceptions change over time, assessing the consequences of co-creation value perceptions in terms of firm performance, and examining how firms can positively influence these customer value perceptions. Unraveling these issues represent a necessary condition for realizing the benefits associated with co-creation. Gilbert SWINNEN Willem JANSSENS Alexandra STREUKENS Olfactory marketing: The role of fragrance and its interaction with other atmospheric and non-atmospheric cues in a shopping experience Abstract: Atmospheric elements such as lights, music and scents make up the physical environment of a store and can have a substantial impact on consumers' shopping behaviour. However, little is known about (1) the moderating influence of individual differences on scent effects, (2) the interaction effects of scent with other atmospheric cues and (3) the impact of scent on ease of orientation and perceived variety of the assortment. My project seeks to fill this gap. First, individual differences may moderate the effect of fragrances on shopping behaviour. Adding these non-atmospheric cues in my research allows me to find out which moderators are relevant and will nuance existing and new findings. Second, shopping is a holistic experience in which consumers are simultaneously exposed to several atmospheric cues. This means that the effect of one atmospheric cue can be influenced by other elements. Therefore, it is important to study interaction effects of fragrances with other atmospheric cues. Previous research indicated that scents influences the attention consumers give to stimuli in the environment. In the last part I study whether scents can influence the mental map of a store or shelf as well as the perceived variety of and satisfaction with the assortment Willem JANSSENS Lieve DOUCE New marketing strategies for behavioral change in obesity Abstract: Obesity has become an important problem in Flanders. It causes several health problems and has a high financial cost. Marketing techniques can be of aid to tackle this problem. By sending text messages to overweight and obese people it is studied whether these test messages can help in prevention (overweight people) and intervention (obese people) for obesity. The content of the text messages is partly tailored, based on their results on the Dutch Eating Behaviour Questionnaire. The effect of different frequencies of text messages will be studied (e.g., weight evolution, attitude changes,...). Willem JANSSENS Discovering housing preferences using discrete choice experiments Abstract: The aim of this project is to run an online discrete choice experiment to quantify housing preferences of young people in Antwerp. We will ask a panel of respondents to choose between different housing accommodations ranging from collective housing to individual studios. The study will allow us to validate our latest Bayesian design methodology and to define a policy plan in the housing market. Roselinde Kessels The role of emotions and emotional design in the adoption process of electric cars. Abstract: The project investigates the role of emotions in the adoption process of new sustainable products, more specifically electric cars. A conceptual model is developed and tested by means of which existing theoretical frameworks such as the Extended theory of Planned Behaviour can be extended with emotional dimensions. Additionally, consumer responses to different emotions in the design of and advertisements for electric car models of existing car makes are studied. Achiel Standaert Integrated Marketing Communications: Creating synergies through advertising in different media Abstract: The project (a longitudinal study on real-life ads in 4 countries) investigates potential synergies between different media to achieve maximum return (more favourable consumer reactions to ads, consumer activation (information search, website visits, word-of-mouth) and sales). We study moderating effects like socio-demographic profile (age, social class,...), media usage and connectedness, buying behaviour and crosscultural differences.
8 Nathalie Dens Individual differences in greed: causes and consequences Abstract: The current project aims to develop a measure for dispositional greed in order to investigate the extent to which various factors covary with greed. In addition, a series of experiments will further explore how greed differs from envy and from materialism. Mario Pandelaere Scientometric studies on IRIC (Inter-Regional Innovation Collaboration) index based on open innovation theory Abstract: On 28 June 2012, the Research Council approved the short stay of ZHU Ling, Zhejiang University, China. During this stay, ZHU Ling will perform investigations in the reserach group Strategy and Innovation Management, under promotership of Prof. Wim Vanhaverbeke. Innovation Management Research Center for Entrepreneurship and Innovation Wim VANHAVERBEKE Self-control and perceptions of free-will. Olga Tsoumani Power and consumer behavior. Luk Warlop Michelle van Gils Marketing modeling for retail decisions. Faculty of Economics and Business (FEB), Katia Campo Els Breugelmans Sara Van der Maelen Brand placement effectiveness: Towards an integrative framework. Abstract: Marketers are increasingly using brand placement (a.k.a. product placement), the (paid) inclusion of branded products or brand identifiers through audio and/or visual means within mass media content (television shows, movies, books, songs, etc.) to deliver their commercial messages more persuasively than through traditional advertising. This research proposal extends two basic brand placement frameworks with seminal advertising effectiveness theories (e.g., persuasion knowledge, accessibility-diagnosticity, priming) to develop an integrative framework incorporating relevant brand placement characteristics that, until now, have largely been ignored. The research proposes a series of 4 studies, including 4 different types of moderators: characteristics of the brand placement (e.g., prominence, plot connection), context effects (e.g., programme perceptions), integrated marketing communication (e.g., interaction with other forms of communication, such as traditional advertising) and disclosure (the explicit revelation that brands in the programme or movie are placed in return for sponsorship or payment). In each of the studies, different dependent variables (brand recall, attitude toward the brand, purchase intention, attitude towards brand placements, consumer activation, etc.) are measured. That way, the proposed research should enable us to develop a comprehensive framework on the effectiveness of brand placement, studied from different perspectives. In the first study, relevant brand placement characteristics (e.g., length, position on screen, character interaction, etc.) are charted based on a content analysis. Through qualitative research (focus group discussions and in-depth interviews), we assess how viewers process brand placements with varied characteristics. Next, we test how combinations of different characteristics contribute to brand placement effectiveness in a series of field researches and experiments. A second study investigates to what degree the effectiveness of different brand placement characteristics may be context-dependent. Whether someone likes or dislikes the programme, can influence the reaction tpwards the placements in the programme. The programme genre (thriller, comedy) may also play a role. Through a number of field and lab experiments, we investigate the interaction between characteristics of the placement and characteristics of the context, on relevant effectiveness measures. In a third study, the interaction of brand placement and other communication formats (e.g., traditional advertising) is researched. How can communication enhance the effect of brand placements, or can communication for competing brands cause confusion? The content (e.g., endorser) and the timing of the communication are also considered.
9 The fourth study includes a series of related experiments on the effects of disclosure (the explicit revelation that brands are placed in the programme or movie in return for sponsoring or payment) on various outcomes (persuasion knowledge, brand placement effectiveness, programme liking, attitude toward brand placements, etc.). The research will manipulate disclosure in different ways: disclosure vs. no disclosure, timing of disclosure (before, during, after programme), level of disclosure (generic, general product category, brand specific) and disclosure modality (visual, auditory, audiovisual). Nathalie Dens Yana Avramova Feasibilityof iodine biofortified lentils in school feeding programq to improve school performance, public health and agricultural policy in rural landlocked regions of Easst-Africa (Kenya, Uganda, Tanzania) Abstract: Iodine is an important micronutrient definiency poses social and public health concerns. Salt iodizantion is largely unsiccessfull in certain endemic regions. Novel, alternative strategies like (GM) buifortification are promising. This study will evaluate the feasibility of iodine biofortified lentils in school feeding programs and examines farmers and paents interest in orde to define relevant policy recommendations. Departement of Agricultural economics Xavier Gellynck Influence of scarcity experiences on consumer behavior Abstract: The influence of four sources of resource scarcity (time,space, food, and money) on (1) consumer behavior related to other scarcity domains, and (2) other outcome variables such as economic risk taking and tendency to compete, is investigated. A distinction is made between individual objective and subjective experiences of resource scarcity. Besides actual deprivation, feelin deprived may affect peoples?s behavior. Patrick Van Kenhove