Paradigm Shifts in Understanding Consumers: From Fixed Assumptions to Contextual Realities
Consumers often behave differently than we expect. Their choices are strongly influenced by the situation and are sometimes even irrational. When we realize that reality often works differently than we think, it forces us to reconsider our fixed assumptions. In her inaugural lecture, Professor of Consumer Behavior Femke van Horen demonstrates how assumptions in trademark law and business need to be re-examined.
Van Horen demonstrates, for example, that - contrary to prevailing belief - more similarity isn't always better: when packaging (such as Freeway Cola) or a radical innovation (such as a plant-based steak or a robot) too closely resembles something we already know (Coca-Cola, beef steak, humans), consumers actually judge it more negatively. Too close is counterproductive. These insights demonstrate that those who cling to fixed ideas miss how consumers actually react in practice. In an age of populism, openness and adaptability are essential.