Estrategias de comunicación, Toma de decisiones del consumidor, Publicidad, Influencia social y presión de grupo, Adopción del consumidor de productos innovadores.
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
Publicaciones académicas
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.: "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.: "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.
Otras publicaciones
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)