|
|
 Consumer Behavior Analysis for Healthy/Sustainable Food Marketing: Purchase Path, Placements & Product Attributes |
| Monday, May 26, 2025 |
| 3:00 PM–3:50 PM |
| Marriott Marquis, M2 Level, Marquis Salon 6 |
| 📺 Streaming Status: session is complete - recording is pending |
| Area: OBM/EAB; Domain: Applied Research |
| Chair: Sharlet D. Rafacz (Western Michigan University) |
| CE Instructor: Sharlet D. Rafacz, Ph.D. |
| Presenting Author: VALDIMAR SIGURDSSON (Reykjavik University) |
| Abstract: The divide between health-damaging junk food and health-promoting food is growing. Despite increased media and political scrutiny, unhealthy food marketing tactics remain successful, similar to how tobacco was once marketed. Retailers, who control the majority of food purchase spaces, are in a unique position to promote healthier, sustainable consumption. This presentation illustrates how retailers can apply consumer behavior analysis to influence sales in ways that support environmental conservation and combat lifestyle-related diseases. By experimenting and observing behavior in-store, where decisions are made, retailers can shape outcomes across three stages: reaching consumers, engaging them, and converting interest into purchases. The talk will highlight empirical research, including in-store experiments, path analysis and shopper behavior metrics, such as walking speed and basket composition. By integrating these insights, we aim to develop a theory of shopper behavior grounded in data, shifting marketing practices toward healthier, sustainable choices through active retail strategies. |
| Instruction Level: Intermediate |
| Target Audience: Those attending should have taken at least one course in behaviour analysis and/or worked in behaviour analysis in one year or more. |
Learning Objectives: 1. Be innovative in developing and applying ideas related to the utilization of consumer behavior analysis
2. Be capable of describing consumer behavior analysis and its relevance to sustainable marketing
3. Be able to evaluate the suitability of the different methods and levels of analysis within consumer behavior analysis |
| |
| VALDIMAR SIGURDSSON (Reykjavik University) |
 Prof. Valdimar Sigurdsson completed his Ph.D. at Cardiff University under the supervision of Distinguished Research Professor Gordon R. Foxall. He is the director of the Centre for Research in Marketing and Consumer Psychology (RU-CRMC) and has published nearly 100 peer-reviewed articles, commentaries, and book chapters in outlets such as the Journal of Business Research, Psychology and Marketing, Behavioral and Brain Sciences, and the Journal of Applied Behavior Analysis. He has also served on the editorial boards of Perspectives on Behavior Science and the Psychological Record. Valdimar has led extensive research initiatives to promote sustainable food products using path tracking and in-store experiments, with publications addressing key factors like product placement, pricing, promotion, and labeling. |
|
| |