Of Rats and Brands: A Learning-and-Memory Perspective on Consumer Decisions

Stijn van Osselaer

ERIM Inaugural Address Series Research in Management from Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.

Abstract: Stijn van Osselaer (1971, Ph.D. (Marketing), University of Florida 1998) is Professor of Marketing specializing in Consumer Behavior at the Rotterdam School of Management/Faculteit Bedrijfskunde of Erasmus University in Rotterdam. His research focuses on the study of basic psychological processes involved in consumer decision making. In his inaugural address he argues that even sophisticated patterns of product evaluation and choice can be explained by simple associative learning-and-memory processes similar to those found in rats, dogs, and other animals. He outlines strategic implications for brand management and public policy as well as theoretical implications for the study of human learning and memory. Prior to his appointment at Erasmus University, Van Osselaer was an Assistant and later Associate Professor at the University of Chicago Graduate School of Business. His research is published in scholarly journals such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, and the Journal of Experimental Psychology: Learning, Memory, and Cognition. He has presented his work at Columbia University, Duke University, the Massachusetts Institute of Technology, Harvard University, the University of California at Berkeley, INSEAD, the London Business School, Northwestern University, and to many other audiences worldwide.

Keywords: brand equity; brand extension; brand management; co-branding; consumer behavior; consumer decision making; consumer psychology; ingredient branding; learning; memory (search for similar items in EconPapers)
JEL-codes: M M31 (search for similar items in EconPapers)
Date: 2004-10-29
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Citations: View citations in EconPapers (1)

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