​Personal website
Erica van Herpen

Associate Professor

Marketing and Consumer Behavior

Wageningen University

My research focuses on consumer decisions in retail settings. I examine how the presentation of products and of the store itself affect consumer behavior, and how consumers can be stimulated to buy more healthful and/or more sustainable products. This includes effects of the store layout, product packaging, and labeling. In this research, tools such as eye-tracking and the virtual supermarket are used.

In addition to examining how consumers choose products from assortments, I also examine how consumers use assortments of products in their home. In particular, I study how consumers use food products, and why and when their household food management results in food waste.

At Wageningen University:










Examining how factors in the retail environment can stimulate consumers' choice for sustainable and healthful food products.


Social psychology (coordinator)

Consumer decision making

Sensory perception and consumer preference

This site was designed with the
website builder. Create your website today.
Start Now