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15th KULeuven Marketing Winter Camp: Speakers' slides


Last friday, we held our fifteenth annual winter camp, with an unprecedented lineup of guest speakers. Our speakers’ slides can be found below.

Darren W. Dahl 


Chris Janiszewski 


Jan De Houwer 


Demetrios Vakratsas 


Peter Verhoef 


Simona Botti 


Thank you to all who were there to make this year’s camp yet another success!


14th KULeuven Marketing Winter Camp: Speakers' slides
The speakers' slides are available through the links below.
Kenneth Wathne - please contact the author
Presidential Candidates IAT

Yesterday's Edge newsletter  is about the Implicit Association Test or IAT,  Published in the Journal of Personality and Social Psychology in 1998 by Greenwald, McGhee and Schwartz (the full paper is available for download here), with a VERY COOL application which you can try out for yourself and which I will come to after a brief introduction.


The cool thing about this test, as professors Banaji and Greenwald (yes, that's the Greenwald who published the test) point out in Edge, is that it provides a direct window into our implicit cognition, a measure of attitudes that is not biased by deliberate corrections driven by e.g. cognitive reasoning, social desirability, etc. In plain English: as this test is based on reaction times, it's hard to fake it for whatever reason you would want to.


As a result, this test lends itself to the strange experience for researchers of being able to find out what their own result would be in their own experiments. As the test measures implicit cognition, its result is not influenced by e.g. conscious deliberations about a desired result of the experiment.


As another result, the outcome of this test might sometimes not be what you expected it to be. The test is often used to measure all kinds of prejudice. To a certain extend, prejudice is something innately human that requires falsification (by experience or reasoning) to overcome. But people that think of themselves as evolved, civilized, open minded world citizens are sometimes chocked by their own result on an IAT measuring racist prejudice or prejudice towards women, and have a hard time accepting it.


Now for the very cool application: the article points to an IAT on the website of Harvard university that everyone can take for themselves, measuring your attitude towards the candidates for the US presidential election. As the introduction to the test points out: this test might not be very predictive of your actual voting behavior, because there’s more to voting than liking or not liking a candidate. But it might be cool to find out that not all members of the opposite side are equally bad.


My result can be found here and is pretty much in line with what I predicted it to be (before the test you have to fill in your appreciation of the candidates, the order is what I predicted, I only predicted the distance between Obama and McCain to be larger). It is also pretty much in line with my largely left-wing preferences (McCain is seen as not very conservative by the conservatives themselves).


But then I started thinking… if you look at how the candidates are currently doing in the race, the result would be even more in line with something as basic as liking of winners and not liking of losers. Am I that shallow? I don’t know. I do know that this would be pretty un-Belgian (we always go for the underdogs, don’t we?). And I also know I’m pretty curious about your results! And so it goes to show that participating in experiments of which you know how they work and what your own result is can indeed be pretty awkward…



Marketing Winter Camp 2007
Last week, we held the 10th (at least according to Luk) edition of our annual marketing wintercamp. The event did not go by unnoticed. Six outstanding researchers working in various subdisciplines within marketing accepted to present their work. Many friends and colleagues from neighbouring schools attended the talks, and expressed their positive appreciation of the event afterwards. As several adience members were inquiring about the slides, we decided to put them up here (by courtesy of the authors):
Christian Barrot (CAU at Kiel)
Marketing seminars May and June

The following seminars are scheduled in May and June:


Di 15/05 15u Mark van Vugt (Kent University)

Nice guys finish first: The theory of competitive altruism and the psychology of reputations.

Room: 01.74


Do 31/05, 14u George Knox (U Tilburg)

Diagnosing and predicting individual customer defection in a contractual setting (with Andre Bonfrer, Josh Eliashberg, and Jeongwen Chiang).

Room: 03.101


Do 14/06 14u Patrick De Pelsmacker & Verolien Cauwenberg (UA)

Advertising Effectiveness in New Media.

Room: 03.101


Do 21/06 14u Ko De Ruyter (Universiteit Maastricht)

Social capital production in a virtual P3 community.

Room: 01.74


Do 28/06 Barbara Deleersnyder (Erasmus University Rotterdam)

Campaign in the wrong chain? Cannibalization after listing national brands at discount stores.

Room: 02.101

for those interested in the mechanisms underlying priming
Lab exp.psychology, KULeuven

You are cordially invited to attend a seminar by Eva Van den Bussche (Lab.exp.Psy, Leuven) on Wednesday, April 4-2007, at 11:00 am in room 00.60 of the Psychology Department in Leuven.

Géry d'Ydewalle

TITLE: The mechanisms of subliminal semantic priming

In subliminal semantic priming, an unidentifiable visually masked stimulus (the prime) facilitates the subsequent semantic classification of a visible related stimulus (the target). The priming effect can be shown by improved responding when the primes are congruent to the targets, relative to when the prime-target pairs are incongruent. The research history of subliminal priming reflects a long-standing debate in cognitive psychology which is still very much alive today. Although the existence of subliminal priming effects is now no longer questioned, several debated issues remain. One of the most central questions is whether subliminal primes can activate their semantic meaning. Furthermore, a lot of questions also arise regarding the factors that are (un)able to influence the emergence of subliminal semantic priming effects. The aim of the present studies is to shed light on these two debated issues. To achieve this, two studies (the first comprising three and the second four experiments) were conducted. The results of the first study provided further evidence for semantic processing of subliminal primes. Furthermore, since significant priming effects were obtained irrespective of category size and irrespective of stimulus set size, these two factors do not appear to be strong influencing factors of subliminal priming effects. The second study showed that attention plays a crucial role in subliminal processing: when attention is divided across multiple sources of information or when the subliminal information is not attended, priming effects strongly decrease. These two studies aided at clarifying some of the issues regarding the conditions that influence subliminal semantic priming.  However, many questions remain unanswered.

Marketing seminars March

Vr 16/03 10u Kobe Millet (KULeuven)

Costly signaling and its implications for consumer behavior

Lokaal: HOG 03.101


Vr 16/03 14u Jia Liu (Tilburg U.)

Have you seen the news today?  Real life mortality salience effects on foreign and domestic brands. 

Lokaal: HOG 02.101


Di 20/03 10u Jeroen Stouten (KULeuven)

Caring for distributive justice
Lokaal: HOG 02.101


Vr 23/03 10u Lien Lamey (KULeuven)
The Private-Label Nightmare: Can National Brands Ever Wake-Up?

Lokaal: HOG 02.10


Di 27/03 11u Dirk Smeesters (Tilburg U.)
Shop 'til You Drop:  The Effect of Mortality Salience on Consumption Quantity and Timing

Lokaal: HOG 03.101


Do 29/03 14u Selcuk Olnay (INSEAD)

When will I get it? An experimental analysis of intertemporal decisions under delay uncertainty

Lokaal HOG 03.101


Vr 30/03 11u Sabrina Bruyneel (Carnegie-Mellon)

Modeling collective rationality: A nonparametric test on experimental data

Lokaal: HOG 02.10

Marketing seminar by Peeter Verlegh
February, 22nd at 2pm (FETEW, Room 02.101) Peeter Verlegh (assistant professor, Marketing, ERIM) gives a marketing talk ‘Examining Effects of Product Placement and Sponsorship Disclosure: A Flexible Correction Approach’. It is work in progress.
Tracking pedestrian behavior

Noam Shoval is a professor of Geography at the Hebrew University in Jerusalem.  He studies tourist behavior - how tourists actually move around in tourist attractions.  He has developed a methodolgy to track actual step by step walking behavior of people using mobile GPS.  This seems like an interesting method to study consumer behavior other than tourism, like the behavior of consumers in shopping streets or shopping malls.   

Prof. Shoval has a webpage where he explains and illustrates some of his field tests with the methodology.  More general info about his research in tourism can be found here

His seminar on March 1st at the K.U.Leuven Geography department may be worth attending.  Find all info about the seminar here 

Thursday March 2, 2 pm - 4 pm.  van Celestijnenlaan 200 E, Geo-Instituut, 01.207  

During the seminar an overview will be given of these new technologies with illustrations of recent and current research.

interessant initiatief van Gert Storms

Hieronder een interessant voorstel van Gert Storms (Dept Psychologie).  Iemand geinteresseerd?  Ik zou zelf wel eens een kijkje willen gaan nemen, als het echt zou opstarten. 




I have been thinking for a while about organizing a series of meetings on what I would like to call "Reflections on Mind, Introspection, and Cognitive Science".  (I often have the impression that work at the university has become too much focussed on immediately measurable outcome -- publications, citation records, etc. -- and not enough on fundamental reflection on exactly what we are doing.)

Of course, I will first wait to see if there are people interested in this topic, but even if there are enough participants, I don't have a strict and complete schedule in 'mind' about exactly what topics would be dealt with, nor of the way to proceed.  But to make things a little more concrete, I would, for instance, like to

- discuss texts, which could be read by those interested in advance (e.g., some papers from the special issue on introspection in the journal 'conciousness and cognition', maybe some writing of william james, some papers on the mind-body problem, etc.),

- invite a few speakers that have expertise on related topics, like stefan cuypers (philosophy of mind), patricia de martelaere (both from the centre for logic, philosophy of sscience, and philosophy of language),

- watch (some of) the classes that Eleanor Rosch teaches in Berkeley University on the subject (these classes can be easily downloaded).

it is surely not my intention to make these meetings (and possible preparations for them) very time-consuming, and I even don't have specific ideas of the frequency with which the meeting will be held.  al this, I would like to discuss with interested participants.

I have discussed these plans with professor Lens, and he agreed that, depending on how this plan evolves, attendence of the meetings can be taken into account for the doctoral program in psychology.

if you are interested, I'd like you to send me an e-mail, so that I can contact you for a first meeting, in which we can discuss practicalities.




gert storms