Research Nathalie Dens

Abstract

In the attention economy, consumer attention is considered a finite, diminishing quantity acting as a currency that brands compete for to attract and maintain. Attention-Based Marketing is a relevant emerging subdiscipline of Marketing that studies consumer attention to understand and improve (visual) marketing stimuli, marketing effectiveness, and consumer behaviour by uncovering the fundamental interconnections between attention and action. Three main challenges in this area include how to: a) efficiently measure consumer attention in fast-paced environments (e.g., in electronic marketing), b) optimise marketing stimuli for attracting consumer attention and c) democratise consumer attention data (e.g., eye-sensing data/facial expressions) for improving the experience of individual consumers, while respecting their privacy at the same time. In-line with the above-mentioned challenges, the CONVISE project will integrate insights from the Marketing and Computer Vision disciplines to design methods for sensing, predicting, and exploiting consumer visual attention that can be used to optimise marketing efforts and enhance consumer well-being, in social media advertising settings. First, it will design video-based sensing technology for extracting reliable, market-relevant consumer visual attention maps, minimising the necessary human sensor (pre)-processing effort. Next, it will design tools for predicting consumer attention maps from the visual advertising content, without using any sensors, to produce objective advertisement evaluation metrics that can be employed during the visual advertising content design phase. Finally, it will experimentally evaluate the developed consumer attention prediction technology from a consumer behaviour standpoint and will develop sensing data de-identification technology, balancing between consumer privacy protection, perceived ad relevance and ad intrusiveness.

Researcher(s)

• Promoter: Dens Nathalie
• Fellow: Mygdalis Vasileios

Research team(s)

• Marketing

Project website

Project type(s)

• Research Project

Abstract

Wim Verbeke is full professor of agro-food marketing and consumer behavior (Ghent University). He is involved in academic education and scientific research in the areas of economics, food marketing, market research and consumer behavior. His research focuses on food consumption, decision-making by stakeholders and consumers, perception and acceptance of agricultural and food production technologies, and food products or product concepts. Specific research interests are in the area of ​​the impact of information and communication on food quality, safety, health and sustainability, and the influence of marketing activities and individual difference variables on people's perceptions, attitudes and behavior as citizens and consumers towards of food and food production and processing methods.

Researcher(s)

• Promoter: Van Passel Steven
• Co-promoter: Dens Nathalie

Research team(s)

• Engineering Management

Project type(s)

• Research Project

Abstract

From noise-sensitive areas to oases of silence: with the large-scale citizen science project De Oorzaak, De Morgen (DM), the University Hospital Antwerp (UZA) and UAntwerpen are focusing on noise and noise perception in an urban environment. In 2024-2025, we will investigate how residents of different neighborhoods in Antwerp, Ghent and Leuven appreciate the environmental noise present. By means of questionnaires (subjective), smart sound sensors (objective) and medical research (UAntwerpen and UZA) we will classify which sounds are heard, what sound level these sounds have, how these sounds are experienced and what impact they have on health, stress, sleep and quality of life.

Researcher(s)

• Promoter: Vuye Cedric
• Co-promoter: Casas Ruiz Lidia
• Co-promoter: Couscheir Karolien
• Co-promoter: de Bruijn Gert-Jan
• Co-promoter: Dens Nathalie
• Co-promoter: Hellinckx Peter
• Co-promoter: Lembrechts Jonas
• Co-promoter: Poels Karolien
• Co-promoter: Spacova Irina
• Co-promoter: Van Hal Guido
• Co-promoter: Vanoutrive Thomas

Research team(s)

• Sustainable Pavements and Asphalt Research (SuPAR)

Project website

Project type(s)

• Research Project

Abstract

Numerous tags and labels try to convince customers in the supermarket to choose their product. This is called 'nudging'. Although food labels are all over the place, little is known about the nudging effect of food labels on buying behavior. This project builds on insights from behavioral economics to tackle some of the gaps in nudging literature and add to a better understanding of the nudging effect of front-of-pack food labels. We will study who is most influenced by a FOP-label and whether there is a product-label interaction. We will study the effect of 2 external factors that might influence the nudging of a FOP-label, viz. time-pressure and pricing. Finally, we will conduct an experiment in a real-life setting and study whether all results are persistent in the complex environment of a supermarket, with all external competitive factors influencing buying behavior. We will study whether the food label nudging effect lasts over time and whether it can be influenced by an informational campaign. This project is innovative in its methodology and experimental set-up, resulting in high internal and external validity and little observational bias. It is innovative in its subject, contributing to Flanders' transition area Food 2025 in subareas Food and Health and Optimal Interaction within the Chain and with Consumers. Additionally, it provides a methodology which can be used in future studies to maximize the nudging effect of food labels in public health policy.

Researcher(s)

• Promoter: Dens Nathalie
• Co-promoter: Thornton Lukar
• Fellow: Godden Elke

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Behavioral economics provides a relevant theoretical framework that can explain and predict individuals' seemingly irrational choices with respect to their health. By understanding individuals as non-rational actors with predictable biases, individuals can be guided or "nudged" toward wiser choices without restricting their choice freedom or significantly changing their economic incentives. The current project focuses on two complementary health risk behaviors, (un)healthy eating and physical (in)activity, and analyses how persuasive cues or 'nudges' can be applied to interactive, 'just-in-time' (JIT) interventions that are adapted to an individuals' unique characteristics, needs and context. To date, a major gap still exists between the technological capacity to deliver adaptive communications, existing theoretical behavioral frameworks and current applications. The main goal of the project is to close this gap by developing and testing an integrative theoretical framework on how just-in-time adaptive interventions affect individuals' health risk behaviors, by (i) adopting an interdisciplinary perspective, (ii) developing the main technological building blocks that enable these JIT adaptive interventions and (iii) testing the effectiveness of different interventions for different individuals in different contexts.

Researcher(s)

• Promoter: Dens Nathalie
• Co-promoter: De Pelsmacker Patrick
• Co-promoter: Latré Steven
• Co-promoter: Poels Karolien
• Co-promoter: Vandebosch Heidi

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Brand placement –the purposeful incorporation of brands into entertainment content– has been growing steadily for the last decade and is now also gaining ground in the realm of books. Although branded products are often used by writers to increase realism or to describe a character's lifestyle or personality, brands are sometimes included for commercial purposes. Many authors, marketing experts, and advertisers seem to agree on the acceptability and persuasive potential of brand placement in books. And yet, this topic is still severely understudied. The proposed research adopts an interdisciplinary perspective and experimentally investigates how placements are processed and how they influence brand and story responses. Specifically, it studies the impact of key placement factors (i.e., if a brand appears in the narration or dialogue of a story; the number of times a brand is mentioned) on brand evaluation in two media (text and film); the role of (1st, 3rd person) narrative perspective in text; and the effectiveness of placement disclosures. It also tests the psychological mechanisms driving these effects by measuring potential mediating variables (placement perceptions, critical processing, identification with characters, story engagement), and employs important, yet unstudied, outcome measures (willingness to pay, real brand choice; story and author perceptions). The findings have significant implications for both theory and practice (advertisers, marketers, policy-makers).

Researcher(s)

• Promoter: Dens Nathalie
• Co-promoter: De Pelsmacker Patrick
• Fellow: Avramova Yana

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Electronic word-of-mouth (eWOM) is rapidly gaining importance in consumer decision making. This proposal focuses on online reviews, a type of product information shared online by consumers, based on their personal experience. Despite the recognized impact of online reviews, there is little understanding of HOW they affect the formation of attitudes and behavioral intentions. We propose a series of four well-controlled online experiments aimed at studying the influence of new contextual factors on the processing of information following (a set of) online reviews, to try and better understand the underlying processing mechanisms. In one of the studies, we focus upon a special type of online reviews, i.e. on social network sites, a topic that has received no research attention so far. Specifically, the project tries to answer four research questions: 1. How are reviews varying in attribute importance processed and is this effect moderated by the number of repetitions and/or the balance of the review set? 2. What is the effect of central and peripheral review cues on impression, attitude and intention formation? 3. What is the role of homophily, tie strength and source credibility of internet communities and their members for consumer responses to positive and negative reviews? 4. How do tone of voice and service type affect the relationship between online message valence and consumer responses to WOM in a social network site?

Researcher(s)

• Promoter: De Pelsmacker Patrick
• Co-promoter: Dens Nathalie
• Fellow: Loureiro Lopes Ana Isabel

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

In the last few years, marketing communications have witnessed significant changes as result of digitalization. Persuasive communication has been revolutionized with the development of new digital marketing strategies and the popularity of social media as a commercial vehicle. Digital marketing has become a fundamental part in the execution of any successful globally integrated marketing communications strategy. Globalization and digitalization have also lead to an increased interest in the effectiveness of new marketing formats in emerging markets, both from an academic and practitioner perspective. This project focuses on Latin America as an important emerging market. The central research question of this project is: How do some "structural factors" affect the effectiveness of digital marketing strategies using social media in the Latin-American context? Potential factors that will be considered include cultural, technological, economical, political/legal and product related factors. To answer this overall research question, this project uses an interdisciplinary approach. The project consists of a series of (mainly experimental) studies, combining theories and insights from communication science, media psychology, economics, and marketing.

Researcher(s)

• Promoter: Dens Nathalie
• Co-promoter: De Pelsmacker Patrick

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

This project adopts an interdisciplinary approach to bring new insight on blood donation behavior by drawing on research from marketing, persuasive communication, and psychology. Based on recent evidence showing that different factors drive donation behavior of donors at different stages of their career, it experimentally investigates the relative effectiveness of different blood donation appeals for different donor groups (non-donors, first-time donors, experienced donors, lapsed donors). Specifically, it examines how message framing –that is, different ways of presenting information in a persuasive message– affects donation intentions and behavior. For instance, we compare messages that emphasize avoiding the negative consequences of not donating with those stressing the positive consequences of donating (loss/gain framing), and we test whether highlighting accumulated (i.e., blood collected) or missing contributions (blood still needed) yields better results. In light of the pervasive influence of social media and the growing importance of online word-of-mouth (eWOM), we also explore the impact of these interventions on donors' eWOM intentions, which would be useful for online campaigns. The findings of our studies will advance current understanding of blood donation behavior and will also aid blood collection agencies in calibrating their communication strategies to enhance both recruitment and retention of donors in an easy-to-implement, cost-effective manner.

Researcher(s)

• Promoter: De Pelsmacker Patrick
• Co-promoter: Dens Nathalie

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Innovation research provides evidence that marketing communications play a crucial role in new product adoption by consumers. Nevertheless, examinations of what constitutes effective marketing communications for innovations, especially in a co-creation context, remain scant. The extant literature provides insufficient insights in how organizations communicate about co-creation today and how this contributes to the adoption of new products and services. Therefore, understanding how to advertise and promote (co-created) innovations in a way that reduces consumer resistance and enhances the appreciation of novel benefits is crucial. Additionally, the multiple stakeholder setting poses unique challenges for firms to involve stakeholders within their own communications mix. Therefore, our research aims to gain a better understanding of the communication elements or formats that improve the adoption of co-created innovations, the processes through which they do so, and the conditions under which effects may be stronger or weaker. We start by developing a social network study ( a 2 by 2 research design with service vs product by radical vs incremental innovations) in which the stakeholders´ position in the network of 4 co-creation projects will be analyzed and linked to specific communication outcomes. The following two studies comprise an experimental research that will empirically validate the hypothesized relationships between communication about co-created innovations and consumer adoption. In a final study, we validate our findings through an ex-post survey. As such, this PhD research aims to contribute to both innovation and communication management literature, and is one of the first to bridge both research domains.

Researcher(s)

• Promoter: Lievens Annouk
• Co-promoter: Dens Nathalie
• Fellow: Martens Jana

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Digital games are an important medium for advertisers to reach their target audiences. However, the contemporary trend of playing games in social network sites (e.g. Facebook games) has been underresearched in the in-game advertising literature. The first research objective is to study which different types and formats of in-game advertisements exist in social network games by means of a content analysis of in-game ads in social network games. Specific attention will be payed to 'value exchange ads', that allow players to engage with the brand or ad in exchange for in-game content and rewards. A second research objective is to investigate how consumer respond to these value exchange ads, by means of an experimental study. Social network games possess several distinctive characteristics. Social network games have an social interaction element as they are played with people within one's existing social network (e.g. friends) on social network sites. They are casual games that involve short, easier gameplay and a more simplistic game environment than hardcore games, and they can be played on mobile platforms (e.g. smartphone and tablet) that have haptic technologies (i.e. touchscreen) and a smaller screen size than desktops. The third objective is to research the effects of social interaction, casual games, haptic touch, and screen size on consumer responses towards in-game advertising, by means of three experimental studies.

Researcher(s)

• Promoter: De Pelsmacker Patrick
• Co-promoter: Dens Nathalie
• Fellow: Verberckmoes Shana

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Electronic word-of-mouth (eWOM) is rapidly gaining importance in consumer decision making. This proposal focuses on online reviews, a type of product information shared online by consumers, based on their personal experience. Despite the recognized impact of online reviews, there is little understanding of HOW they affect the formation of attitudes and behavioral intentions. We propose a series of well-controlled online experiments aimed at studying the influence of new contextual factors on the processing of information following (a set of) online reviews, to try and better understand the underlying processing mechanisms. Specifically, the project tries to answer four research questions: 1. How do the balance and sequence of online review sets influence the number of reviews people read, and how does this self-paced review processing in turn affect the recall of information, impression formation, perceived usefulness, attitudes and behavioural intentions of review readers? 2. How are online reviews in a set processed when they discuss elements of relatively high or low importance? Is this effect influenced by the number of repetitions and/or the balance of the review set? 3. What is the effect of central and peripheral review cues on impression, attitude and intention formation? 4. What is the relative importance and interactive effect of homophily, tie strength and source credibility of online communities and their members in determining consumer responses to positive and negative online reviews?

Researcher(s)

• Promoter: De Pelsmacker Patrick
• Co-promoter: Dens Nathalie
• Fellow: Verberckmoes Shana

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Marketers are increasingly using brand placement (a.k.a. product placement), the (paid) inclusion of branded products or brand identifiers through audio and/or visual means within mass media content (television shows, movies, books, songs, etc.) to deliver their commercial messages more persuasively than through traditional advertising. This research proposal extends two basic brand placement frameworks with seminal advertising effectiveness theories (e.g., persuasion knowledge, accessibility-diagnosticity, priming) to develop an integrative framework incorporating relevant brand placement characteristics that, until now, have largely been ignored. The research proposes a series of 4 studies, including 4 different types of moderators: characteristics of the brand placement (e.g., prominence, plot connection), context effects (e.g., programme perceptions), integrated marketing communication (e.g., interaction with other forms of communication, such as traditional advertising) and disclosure (the explicit revelation that brands in the programme or movie are placed in return for sponsorship or payment). In each of the studies, different dependent variables (brand recall, attitude toward the brand, purchase intention, attitude towards brand placements, consumer activation, etc.) are measured. That way, the proposed research should enable us to develop a comprehensive framework on the effectiveness of brand placement, studied from different perspectives. In the first study, relevant brand placement characteristics (e.g., length, position on screen, character interaction, etc.) are charted based on a content analysis. Through qualitative research (focus group discussions and in-depth interviews), we assess how viewers process brand placements with varied characteristics. Next, we test how combinations of different characteristics contribute to brand placement effectiveness in a series of field researches and experiments. A second study investigates to what degree the effectiveness of different brand placement characteristics may be context-dependent. Whether someone likes or dislikes the programme, can influence the reaction tpwards the placements in the programme. The programme genre (thriller, comedy) may also play a role. Through a number of field and lab experiments, we investigate the interaction between characteristics of the placement and characteristics of the context, on relevant effectiveness measures. In a third study, the interaction of brand placement and other communication formats (e.g., traditional advertising) is researched. How can communication enhance the effect of brand placements, or can communication for competing brands cause confusion? The content (e.g., endorser) and the timing of the communication are also considered. The fourth study includes a series of related experiments on the effects of disclosure (the explicit revelation that brands are placed in the programme or movie in return for sponsoring or payment) on various outcomes (persuasion knowledge, brand placement effectiveness, programme liking, attitude toward brand placements, etc.). The research will manipulate disclosure in different ways: disclosure vs. no disclosure, timing of disclosure (before, during, after programme), level of disclosure (generic, general product category, brand specific) and disclosure modality (visual, auditory, audiovisual).

Researcher(s)

• Promoter: Dens Nathalie
• Co-promoter: De Pelsmacker Patrick
• Fellow: Avramova Yana

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

This doctoral project sets out to develop an integrative framework to assess brand placement effectiveness. Through a series of 4 work packages we wish to study how (1) placement characteristics, (2) audience characteristics, (3) contextual factors and (4) cross-media effects impact brand placement effectiveness. By combining qualitative techniques with quantitative experimental research, we want to develop and empirically test an integrated model that explains brand placement effects. As such, we deepen the scientific knowledge on this subject, and we contribute to the Flemish media and their advertisers by increasing the economical return on their marketing investment.

Researcher(s)

• Promoter: Dens Nathalie
• Fellow: Verhellen Yann

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

This project represents a formal research agreement between UA and on the other hand the Province of Antwerp. UA provides the Province of Antwerp research results mentioned in the title of the project under the conditions as stipulated in this contract.

Researcher(s)

• Promoter: De Pelsmacker Patrick
• Co-promoter: Dens Nathalie

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

The project (a longitudinal study on real-life ads in 4 countries) investigates potential synergies between different media to achieve maximum return (more favourable consumer reactions to ads, consumer activation (information search, website visits, word-of-mouth) and sales). We study moderating effects like socio-demographic profile (age, social class, ...), media usage and connectedness, buying behaviour and cross-cultural differences.

Researcher(s)

• Promoter: Dens Nathalie

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

The project investigates the impact of advertising investments, media mix allocation and advertising share of voice on short-term advertising and brand effects, on consumer activation (gathering extra information, visiting websites and generating word-of-mouth), and on their impact on long-term brand effects.

Researcher(s)

• Promoter: De Pelsmacker Patrick
• Co-promoter: Dens Nathalie
• Co-promoter: Goos Peter

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

This project researches effects of interactivity on marketing communication for different brand strategies to find out how interactivity influences consumer reactions to new products. In two studies, we oppose new brands versus extensions of familiar brands and small versus broad brands. It is expected that interactivity will engender different communication effects for different brand strategies, in function of cognitive capacity.

Researcher(s)

• Promoter: Dens Nathalie

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

This project aims to investigate the impact of different types of advertising strategies (rational, emotional, and mixed emotional) for new products introduced as a line extension, brand extension, and new brand. The influence of audience personality traits will also be considered. The research is thus situated within the framework of consumer behavior, advertising and brand management. In the first place, the effectiveness of various advertising strategies for different branding strategies for new products will be studied, with special attention for mixed emotional advertising appeals. In a second phase, the moderating role of certain personality traits on de effectiveness of different advertising strategies for different new product branding strategies will be examined. Finally, the effect of repetition of varied advertising strategies for new product branding strategies will be assessed.

Researcher(s)

• Promoter: De Pelsmacker Patrick
• Fellow: Dens Nathalie

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

This project aims to investigate the impact of different types of advertising strategies (rational, emotional, and mixed emotional) for new products introduced as a line extension, brand extension, and new brand. The influence of audience personality traits will also be considered. The research is thus situated within the framework of consumer behavior, advertising and brand management. In the first place, the effectiveness of various advertising strategies for different branding strategies for new products will be studied, with special attention for mixed emotional advertising appeals. In a second phase, the moderating role of certain personality traits on de effectiveness of different advertising strategies for different new product branding strategies will be examined. Finally, the effect of repetition of varied advertising strategies for new product branding strategies will be assessed.

Researcher(s)

• Promoter: De Pelsmacker Patrick
• Fellow: Dens Nathalie

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

The purpose of the study is to examine the combined impact of the use of different (mixed) emotions in advertising communications, types of media context and context-stimuli congruency, on the reactions to and the effectiveness of advertising stimuli. Attention will also be devoted to the moderating role of individual differences between consumers in the matter of socio-demographic and personality characteristics. The scope of the research does not limit itself to advertising, but will encompass sensitization campaigns for `good causes'.

Researcher(s)

• Promoter: De Pelsmacker Patrick
• Fellow: Dens Nathalie

Research team(s)

• Marketing

Project type(s)

• Research Project