UC3M Business - Professor VLADIMIR MELNYK

email:
Vladimir.Melnyk@uc3m.es

address / office:
C/ Madrid, 126 - 28903 Getafe (Madrid) Spain / 6.0.51

phone / fax:
(34) 91 624 97 09 / (34) 91 624 96 07

BUSINESS UC3M

@UC3M_BUSINESS

VLADIMIR MELNYK

Associate Professor of Marketing

Education

November 2004 – April 2010 Ph.D. in Marketing and Consumer Behavior
Wageningen University, The Netherlands

September 2003 – September 2004 Center's Research Masters in Marketing
Tilburg University, The Netherlands

October 2002 – July 2003 Master in Economics
CORIPE Piemonte, Turin, Italy

September 2001 – July 2002 Master in Business Economics (Summa Cum Laude)
Sumy State University, Ukraine

September 1997 – June 2001 Bachelor in Economics of Enterprise (Summa Cum Laude)
Sumy State University, Ukraine

Research interests

Communication strategy, Consumer decision making, Advertising, Social influence and peer pressure, Consumer adoption of innovative products

Selected publications

Melnyk, V., Francois, A., & Melnyk, V.: "The Influence of Social Norms on Consumer Behavior: A Meta-Analysis", Journal of Marketing, 86 (3), 2022, 98-120

Melnyk, V., Herpen, E., Fischer, A., & Trijp, H.: "Regulatory fit effects for injunctive versus descriptive social norms: Evidence from the promotion of sustainable products", Marketing Letters, 24 (2), 2013, 191-203

Melnyk, V., Herpen, E., Fischer, A., & Trijp, H. "To think or not to think: The effect of cognitive deliberation level on social norm influence", Psychology & Marketing, 28 (7), 2011, 709-729

+ BIO

Vladimir Melnyk is an Assistant Professor of Marketing and Consumer Behavior at the Department of Business Administration at Carlos III University of Madrid.

He holds a PhD in Marketing and Consumer Behavior from Wageningen University (The Netherlands), CentER's Research Masters in Marketing from Tilburg University (The Netherlands), MSc in Economics from CORIPE Piemonte (Turin, Italy) and an MSc in Business Economics from Sumy State University (Ukraine).

His main research interests lie in the area of consumer decision making, communication strategies, adoption of innovative products, social influence and peer pressure. His research focuses on understanding the role of social influence in consumer decision making and involves variety of methods, including, experimental research and meta-analysis. In 2008 Vladimir won the best paper award at the European Academy of Marketing Conference for his meta-analysis paper.

In addition to the academic research Vladimir has also worked on several externally-funded multidisciplinary projects commissioned by the Dutch government, in particular, by the Ministry of Agriculture, Nature and Food Quality of The Netherlands. In these projects, he has conducted research on problems that are highly relevant to society. In particular, the project “In Debate About Food Quality” focused on effective communication strategies of benefits of sustainable food. In another project for the Ministry, he looked at how Internet media can be utilized to detect changing consumer preferences.

Vladimir has broad teaching portfolio at the Bachelor and Master level (Consumer Behavior, New Product Development, Quantitative methods of Research in Business, Marketing Management, Advanced Topics in Marketing).

+ Publications

Journals

Melnyk, V., van Herpen, E., Jak, S., & van Trijp, H. "The mechanism of the social norms' influence on consumer decision making: A meta-analysis", Zeitschrift für Psychologie, 227 (1), 2019, 4-17

Melnyk, V., Herpen, E., Fischer, A., & Trijp, H.: "The effect of regulatory focus on the influence of injunctive and descriptive social norms", Advances in Consumer Research, 39, 2012, 567-568.

Melnyk, V., Herpen, E., Fischer, A., & Trijp, H. "To think or not to think: The effect of cognitive deliberation level on social norm influence", Psychology & Marketing, 28 (7), 2011, 709-729

Melnyk, V., Herpen, E., Fischer, A., & Trijp, H.: "The effect of cognitive deliberation on social norm influence", Advances in Consumer Research, 38, 319-320

Melnyk, V., Herpen, E., & Trijp, H.: "The influence of social norms in consumer decision making: A Meta-analysis", Advances in Consumer Research 37, 2010, 463-464

Libros

Melnyk, V. (2011). What is normal to do? Social norms as determinants of consumer decision making. Amsterdam: IPSKAM, ISBN 978-90-858-5876-8.

Melnyk, V., Herpen, E., Fischer, A, Trijp, H. (2017). "Mood as a moderator of social norm’s influence", in M. Stieler (Eds.), Creating Marketing Magic and Innovative Future: Marketing Trends, 577-579, Boston: Springer, ISBN 978-3-319-45595-2.

Melnyk, V. (forthcoming). The use of social norms in promoting sustainable consumer behavior, in F. Ubierna (Eds.), Business and Society.

Books

Melnyk, V. (2011). What is normal to do? Social norms as determinants of consumer decision making. Amsterdam: IPSKAM, ISBN 978-90-858-5876-8.

Melnyk, V. (forthcoming). The use of social norms in promoting sustainable consumer behavior, in F. Ubierna (Eds.), Business and Society.

Others publications

Melnyk V., & Kornelis M.: "Convincing consumers: More than imposing a norm", Nutrition Today, 10 (6), 2008, 25-27.

Beekman V., Kornelis, M., van der Heijden, C., Aramyan, L., Vollebregt, M., Dagevos, H., Melnyk V., & van Herpen, E. (2007). In debate about food quality; ministry of agriculture, nature and food quality in the midst of society. Report of Dutch Ministry of Agriculture, Nature and Food Quality (LNV), 7.07.06. 80 p. (in Dutch)