Noah Van Bergen

Headshot of Noah Van Bergen, PhD

Noah Van Bergen, PhD

Assistant Professor, Department of Marketing

2376 Carl H. Lindner Hall

513-556-8042

Noah Van Bergen is an Assistant Professor of Marketing at Lindner, having received his Ph.D. from the University of Miami in 2017. His research interests generally fit into two areas. In one, he studies how implicitly held beliefs influence consumer behavior. In the second, he studies how different display formats and numerical processing influence product perceptions. Noah has published in the Journal of Consumer Research, and his work has been presented at multiple conferences, including annual meetings for the Association for Consumer Research and the Society for Consumer Psychology. In his spare time, Noah enjoys playing music and sports, and spending time with his two dogs, Roxy and Lainey.

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Teaching Interest
Consumer Behavior

Research Interest
Implicit beliefs
Product perceptions and displays
Numerical processing

Awards | Honors
Organization: Lindner College of Business
Name: Dean's List of Teaching Excellence
Year Received: 2018

Education
Institution: University of Miami
Location: Coral Gables
Major: Marketing
Dissertation: Contextual Effects on Perceived and Actual Product Efficacy
Completed: 2017
Degree: Ph D

Institution: Central Michigan University
Location: Mount Pleasant
Major: Psychology
Completed: 2012
Degree: BS

Published Contributions
Noah Van Bergen, Juliano Laran,  (2016). Loss of Control and Self-Regulation:  The Role of Childhood Lessons. Journal of Consumer Research, 534–548.

Research in Progress
Title: Cohesion or Coercion? Why Coordinated Actions Backfire in Marketing Contexts
Description: Previous research ranging from the study of brand extensions to social groups repeatedly demonstrates benefits of similarity and coordination. In contrast, the present work demonstrates that engaging in less (vs. more) coordinated actions in organizational contexts (e.g., cause-related marketing) results in more favorable perceptions. Four studies show that when organizational entities engage in varied (vs. coordinated) actions, consumers perceive greater impact resulting from those actions. This effect is driven by agency perceptions:  In hierarchical organizations such as corporations and universities, variation signals agency while coordination signals coercion. Therefore, marketing actions that involve variation (vs. coordination) are perceived more favorably.
Status: Writing Results
Research Type: Scholarly

Title: Patterns, Essence, and Predictability
Description: Consumers place great value on predictability and control. The present research uses this launching point to investigate consumers’ valuation of objects whose history may involve distinct patterns. As “patterns” are discernible regularities that offer predictability, we study both how consumers value objects with a more or less patterned history, and how preferences for older (vs. newer) objects are affected by the extent to which predicting patterns is important. Our conceptualization is based on drawing parallels between psychological essentialism and the concept of patterns.
Status: On-Going
Research Type: Scholarly

Title: Spatial Perception of Product Essence
Description: The authors propose a spatial metaphor for product essence perceptions, wherein the essence of products is located towards their center (vs. edge). This prediction is based on consumers’ frequent exposure to concepts involving a central essence (e.g., gravitational pull). Three studies support the proposed model:  When multiple identical products are arranged as a group, consumers perceive greater product essence at the center (vs. edge) of the group. As a result, products from the center (vs. edge) are perceived to be more effective and more likely to be chosen when the product’s essence is valued (vs. devalued).
Status: On-Going
Research Type: Scholarly

Presentations
Title: The Role of Origins and Essence in Heritage Branding
Organization: ACR
Location: Atlanta, GA
Year: 2019

Title: To Err Is (Not) Human: Examining Beliefs about Errors Made by Artificial Intelligence
Organization: ACR
Location: Atlanta, GA
Year: 2019

Title: Cohesion or Coercion? Why Coordinated Behavior Backfires In Marketing Contexts
Organization: ACR
Location: Dallas, TX
Year: 2018

Title: Inside Out:  Product Essence is Perceived to be Concentrated in the Center of a Group of Products
Organization: ACR
Location: Dallas, TX
Year: 2018

Title: Personal Control and Perceived Product Efficacy
Organization: ACR
Location: San Diego, CA
Year: 2017

Title: Loss of Control and Self-Regulation
Organization: SCP
Location: Phoenix, AZ
Year: 2015

Title: Number Sharpness in the Communication of Nutritional Information
Organization: ACR
Location: New Orleans, LA
Year: 2015

Title: Round and Sharp Numbers in Nutritional Information
Organization: SCP
Location: Phoenix, AZ
Year: 2015

Title: The Effect of Assortment Quantity on Expected and Actual Product Efficacy
Organization: ACR
Location: New Orleans, LA
Year: 2015

Title: When 698 Victims Receive More Donations than 700 Victims:  Effects of Number Roundness on Donations
Organization: ACR
Location: Baltimore, MD
Year: 2014