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On 1 January 2016, a sugar tax was implemented in Belgium, as one aspect of the much debated tax shift. The introduction of this tax is the motivation of our study. Research suggests that health taxes do not always produce the anticipated results, as consumers still buy the targeted products even though they became more expensive. This thesis investigates the role of conditioning processes and food cues in this process of food purchasing. The aim of this thesis is twofold. Firstly, we study whether food cues have an effect on participants’ willingness-to-pay (WTP). We carried out an experiment during which participants underwent a Pavlovian training. Analyses of the WTP questionnaire, that participants were requested to fill out after this training, show that they were not willing to pay more for unhealthy nor neutral food products presented with the CS+ (compared to products presented with the CS- or no cue). Secondly, we measure the effect of conditioning on effort. After a second Pavlovian training phase, participants received a voucher with which they could collect a food reward. The voucher contained the CS+, the CS- or no cue, and instructed participants to pick up their reward either one (small effort) or three (big effort) floors up. Participants with a CS+ voucher did not make a big effort more often, compared to participants with a CS- or no cue voucher.

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Achtergrond: Een nieuwe trend in de modewereld is dat retailers en designers campagnes opstarten waarbij designerkledij aangeboden wordt aan meer voordelige prijzen.

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On 1 January 2016, a sugar tax was implemented in Belgium, as one aspect of the much debated tax shift. The introduction of this tax is the motivation of our study. Research suggests that health taxes do not always produce the anticipated results, as consumers still buy the targeted products even though they became more expensive. This thesis investigates the role of conditioning processes and food cues in this process of food purchasing. The aim of this thesis is twofold. Firstly, we study whether food cues have an effect on participants’ willingness-to-pay (WTP). We carried out an experiment during which participants underwent a Pavlovian training. Analyses of the WTP questionnaire, that participants were requested to fill out after this training, show that they were not willing to pay more for unhealthy nor neutral food products presented with the CS+ (compared to products presented with the CS- or no cue). Secondly, we measure the effect of conditioning on effort. After a second Pavlovian training phase, participants received a voucher with which they could collect a food reward. The voucher contained the CS+, the CS- or no cue, and instructed participants to pick up their reward either one (small effort) or three (big effort) floors up. Participants with a CS+ voucher did not make a big effort more often, compared to participants with a CS- or no cue voucher.

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Collaborations between retailers and designers that result in a unique capsule collection at an affordable price point have become an increasingly popular way to increase revenues and to create buzz and publicity. This thesis investigates whether the success of retailer-designer collaborations is influenced by some of their campaign characteristics. We use success, measured by publicity in the form of Google Trends SVIs as our dependent variable. Our findings indicate that a collaboration should not be sold in selected stores only. On the contrary, when the collection is available in all the stores that the retailer possesses, this will have a positive influence on the success of the collaboration. Furthermore, it seems that a collection with a higher average price point does not, as opposed to what we predicted, have a negative influence on the success of a retailer-designer collaboration.

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Collaborations between retailers and designers that result in a unique capsule collection at an affordable price point have become an increasingly popular way to increase revenues and to create buzz and publicity. This thesis investigates whether the success of retailer-designer collaborations is influenced by some of their campaign characteristics. We use success, measured by publicity in the form of Google Trends SVIs as our dependent variable. Our findings indicate that a collaboration should not be sold in selected stores only. On the contrary, when the collection is available in all the stores that the retailer possesses, this will have a positive influence on the success of the collaboration. Furthermore, it seems that a collection with a higher average price point does not, as opposed to what we predicted, have a negative influence on the success of a retailer-designer collaboration.