VLADIMIR MELNYK
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email:
Vladimir.Melnyk@uc3m.es
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address / office:
C/ Madrid, 126 - 28903 Getafe (Madrid) Spain / 6.0.51
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(34) 91 624 97 07 / (34) 91 624 96 07
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BUSINESS UC3M
@UC3M_BUSINESS

VLADIMIR MELNYK

Assistant Professor of Marketing

Education

November 2004 – April 2010 Ph.D. in Marketing and Consumer Behavior
Wageningen University, The Netherlands
PhD thesis titled: “What is Normal to Do? Social Norms as Determinants of Consumer Decision Making”, promoted by Prof. dr. ir. J. C. M. van Trijp and Dr. Erica van Herpen.

September 2003 – September 2004 CentER's Research Masters in Marketing
Tilburg University, The Netherlands
Thesis titled: “Lying About Product Preferences: Discrepancies Between Actual and Expressed Preferences in Social Contexts”, supervised by Prof.dr. F.G.M. Pieters.

October 2002 – July 2003 Master in Economics
CORIPE Piemonte, Torino, 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, Vladimir, Erica van Herpen, Arnout Fischer, and Hans van Trijp, (2013), “Regulatory fit effects for injunctive versus descriptive social norms: Evidence from the promotion of sustainable products,” Marketing Letters, 24 (2), 191-203

Melnyk, Vladimir, Erica van Herpen, Arnout Fischer, and Hans van Trijp, (2011), “To think or not to think: The effect of cognitive deliberation level on social norm influence,” Psychology & Marketing, 28(7), 709-729.

Melnyk, Vladimir, Erica van Herpen, and Hans van Trijp (2010), “The Influence of Social Norms in Consumer Decision Making: A Meta-Analysis,” Advances in Consumer Research, 37, 463-465.
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, Marketing Management, Advanced Topics in Marketing and Supply Chain Management, skills courses for Strategic Marketing and International Business Marketing).
Melnyk, Vladimir, Erica van Herpen, Arnout Fischer, and Hans van Trijp, (2013), “Regulatory fit effects for injunctive versus descriptive social norms: Evidence from the promotion of sustainable products,” Marketing Letters, 24 (2), 191-203

Melnyk, Vladimir, Erica van Herpen, Arnout Fischer, and Hans van Trijp, (2011), “To think or not to think: The effect of cognitive deliberation level on social norm influence,” Psychology & Marketing, 28(7), 709-729.

Melnyk, Vladimir, Erica van Herpen, and Hans van Trijp (2010), “The Influence of Social Norms in Consumer Decision Making: A Meta-Analysis,” Advances in Consumer Research, 37, 463-465.