Research Seminar by Prof. Tom MEYVIS

LOURIM Louvain-La-Neuve, Mons

May 20, 2019



UCLouvain FUCaM Mons, Local 18 (bâtiment D, 1er étage)


Research Seminar by Prof. Tom MEYVIS, NYU Stern


Prof. Tom Meyvis (Stern School of Business, New York University)



Monday 20 May 2019, 14:00, UCLouvain Mons, room 18 (building D, 1st floor)

The seminar of Tom MEYVIS will be preceded by the presentation of Prof. R. Gómez Zúñiga (Universidad Autónoma de Baja California) & Prof. N. Kervyn (CCMS, LOURiM).

They are going to present their research entitled “Brand Managers vs Iconic Consumers, Who controls Brand Image ? The Case of International Brands in Northern Mexico.


Tom Meyvis is a Professor of Marketing at the Stern School of Business, New York University. He received his Ph.D. in Marketing from the University of Florida and his Licentiaat in Experimental Psychology from the Catholic University of Leuven, Belgium.

His research and teaching interests focus on consumer behavior, specifically consumer decision making and strategies to increase consumer enjoyment. His research has been published in leading journals, including the Journal of Consumer Research, Journal of Marketing Research, Psychological Science, and Organizational Behavior and Human Decision Processes.

Previous research projects have studied branding issues (such as consumers' evaluations of brand extensions and the effect of irrelevant product information), pricing issues (such as the biased processing of store price comparisons and the role of anticipated regret in purchase timing decisions), and the marketing of hedonic experiences (such as the effect of commercial interruptions on the enjoyment of television shows). Current research projects focus on issues related to consumers' enjoyment: how consumers predict their enjoyment (and why they are often not very good at this) and how consumers can structure their experiences to maximize their enjoyment.

Research Interests: Branding, Consumer Decision Making, Managing Consumer Experiences, Pricing



Consuming regardless of liking: Consumers overestimate the impact of preferences on their consumption amount

Heeyoung Yoon (New York University)

Tom Meyvis (New York University)

When people consume products for fun (i.e., hedonic products), it makes sense that the amount they consume depends on how much they like those products. Across several studies of food and entertainment consumption, we find that people indeed expect that their consumption amount will increase with increased liking of a product. However, we also find that how much they actually consume is surprisingly insensitive to their preferences. We propose that consumers overestimate the mindfulness of their consumption decisions, leading them to overestimate the impact of consumption norms (“I should consume more of items I like more”) at the expense of other drivers of consumption that are relatively insensitive to liking, such as boredom, habit, and usage occasions.