Professor Bas Verplanken
Bas Verplanken is a social psychologist interested in the broad area of attitudes and attitude-behaviour relations. Three specific research areas that are relevant to the Centre are the following:
Habits. Repeated behavior has been an under-researched topic. In a range of domains, including consumer behaviour, repeated behaviour and habits have important consequences that are not described by current attitude-behaviour models. Habits have also consequences for marketing and behaviour change interventions. Recently, this work has extended to include mental habits .
Impulsive buying. Impulsive buying referes to consumer behaviour that is strongly affectively driven, with minimal cognitive elaboration. Impulsive buying propensity has been studied as a stable individual difference variable, and has been found related to self-evaluative processes and health consequences.
Values. Values have been studied as motivational constructs, which may guide consumer choices. In a series of experimental studies values were found active only when these are part of persons' self-concept.