Paradigm Shifts in U nderstanding Consumers: From Fixed Assumptions to Contextual Realitie s
Consumers often behave differently than we expect. Their choices are strongly influenced by the situation and are sometimes e ven irrational. When we realize that reality often works differently than we think, it forces us to reconsider our fixed assumptions. In h er 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 - contr ary to prevailing belief - more similarity isn't always better: when packaging (such as Freeway Cola) or a radical innovation (such as a p lant-based steak or a robot) too closely resembles something we alrea dy know (Coca-Cola, beef steak, humans), consumers actually judge it more negatively. Too close is counterproductive. These insights demon strate that those who cling to fixed ideas miss how consumers actuall y react in practice. In an age of populism, openness and adaptability are essential.
DESCRIPTION: Paradigm Shifts in Understanding Consumers: From Fixed As sumptions to Contextual Realities Consumers often behave differently than we expect. Their choices are strongly influenced by the situatio n and are sometimes even irrational. When we realize that reality oft en works differently than we think, it forces us to reconsider our fi xed assumptions. In her inaugural lecture, Professor of Consumer Beha vior Femke van Horen demonstrates how assumptions in trademark law an d 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 innovatio n (such as a plant-based steak or a robot) too closely resembles some thing we already know (Coca-Cola, beef steak, humans), consumers actu ally judge it more negatively. Too close is counterproductive. These insights demonstrate that those who cling to fixed ideas miss how con sumers actually react in practice. In an age of populism, openness an d adaptability are essential. END:VEVENT END:VCALENDAR