Paradigm Shifts in Unde rstanding Consumers: From Fixed Assumptions to Contextual Realities
Consumers often behave differently than we expect. Their choice s are strongly influenced by the situation and are sometimes even irr ational. When we realize that reality often works differently than we think, it forces us to reconsider our fixed assumptions. In her inau gural lecture, Professor of Consumer Behavior Femke van Horen demonst rates how assumptions in trademark law and business need to be re-exa mined.
Van Horen demonstrates, for example, that - contrary to prevailing belief - more similarity isn't always better: when packagi ng (such as Freeway Cola) or a radical innovation (such as a plant-ba sed steak or a robot) too closely resembles something we already know (Coca-Cola, beef steak, humans), consumers actually judge it more ne gatively. 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 es sential.
DESCRIPTION: Consumers often behave differently than we expect. Their choices are strongly influenced by the situation and are sometimes ev en irrational. When we realize that reality often works differently t han we think, it forces us to reconsider our fixed assumptions. In he r inaugural lecture, Professor of Consumer Behavior Femke van Horen d emonstrates 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 packagi ng (such as Freeway Cola) or a radical innovation (such as a plant-ba sed steak or a robot) too closely resembles something we already know (Coca-Cola, beef steak, humans), consumers actually judge it more ne gatively. 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 es sential. Paradigm Shifts in Understanding Consumers: From Fixed Assum ptions to Contextual Realities END:VEVENT END:VCALENDAR