Positions

PhD candidate

Research interests

Marketing | Innovation | Categorization | Category spanning

Research

Products that combine elements of multiple categories are often hard to understand for consumers and are therefore valued lower. In this research we examine how design affects the creation of value of 'category spanning' products by how these products are categorized by consumers. We introduce the concept of category markers, which are visual product characteristics such as color, shape or texture that inform the consumer that the product is a member of that category. We test our concept of category markers among (product) designers, by looking at how they use those markers when they design category spanning products. In addition, we study the effect of category markers on consumers' willingness to pay by means of so called 'second price sealed bid' auctions (see www.veylinx.nl). We will run experimental auctions – in which we will vary the degree of using category markers – to test how consumers categorize and value category spanning products. This research is part of the Creative Industry Scientific Programme (CRISP), which focuses on the development of Product Service Systems (see www.crispplatform.nl). Therefore we will especially focus on goods that combine both product as well as service elements.

• Curriculum Vitae

Teaching activities

Current year

Cultural Industries
Cultural Entrepreneurship and Innovation 

• Course materials are available through the UvA Blackboard Server

Website Strategy and Marketing Section
CRISP
LinkedIn

• Alleeup
  Onderzoeker