Dr Sonia Vilches-Montero
Newcastle Business School (Marketing)
- Phone: (02) 4921 8985
Before joining Newcastle in 2012, Sonia worked at Bond University and at the Catholic University of Concepcion, Chile. Sonia is currently a Senior Lecturer in Marketing at the Newcastle Business School, where she has developed and taught several courses in the areas of Consumer Behaviour, Brand Development and Management, Marketing Research and Marketing Management, all of them for the MBA and Master in Marketing programs. She has taught undergraduate and post-graduate students in Australia and Chile. She was awarded the 2013- Excellence in Teaching Award by the Faculty of Business and Law, The University of Newcastle.
Sonia’s research interests range from consumer behaviour, consumer cognition and decision making. Her research assists marketers in influencing consumers’ shopping behaviour, satisfaction judgements and brand choices, among others. Sonia has presented her work at various international conferences such as the Association for Consumer Research (ACR), Australian and New Zealand Marketing Academy (ANZMAC), and Latinamerican and European Council of Business Schools (CLADEA) and the International Conference on Business, Administration and Information (BAI) where she has received several best paper awards in consumer behaviour and marketing tracks. Sonia’s publications appear in the International Journal of Retail and Distribution Management, International Journal of Business and Information and Contemporary Management Research.Research Expertise
Sonia’s research interests range from consumer behaviour, consumer cognition and decision making. Her research assists marketers in influencing consumers’ shopping behaviour, brand choices and satisfaction judgments, among others. Preferred research methods include field studies, experiment designs, mediation analysis, multivariate statistics and econometrics.
Sonia has taught a range of subjects to both undergraduate and postgraduate students in face-to-face and online delivery modes. She was granted the 2013 Faculty Excellence in Teaching Award by the Faculty of Business and Law, University of Newcastle. The award was granted for outstanding teaching and learning contributions in post-graduate coursework teaching. At the University of Newcastle, Sonia lectures the following subjects: - Customer Decision Making and Behaviour (GSBS6013) - Marketing Management and Planning (GSBS6005) - Brand Development and Management (GSBS6301)
- PhD, Bond University
- Brand and Product Category Management
- Consumer Behaviour
- Consumer Decision-Making
- Marketing Management and Planning
- Marketing Research
- English (Fluent)
- Spanish (Mother)
Fields of Research
|150599||Marketing not elsewhere classified||75|
|150399||Business and Management not elsewhere classified||25|
|Title||Organisation / Department|
|Senior Lecturer||University of Newcastle
Newcastle Business School
|Dates||Title||Organisation / Department|
|1/01/2009 - 1/08/2012||Senior Research and Teaching Fellow||Bond University
|1/03/2000 - 1/12/2008||Assistant Professor||Catholic University of Concepcion
Best Overall Poster Award in the Faculty of Business and Lawâs Research Showcase.
Faculty Excellence in Teaching Award. University of Newcastle.
University of Newcastle
Deanâs list of Academic Excellence Award in PhD Coursework Component.
Best Paper Award, 49th CLADEA Annual Conference. Barcelona, Spain.
Best Paper Award. Australian and New Zealand Marketing Academy (ANZMAC) Annual Conference.
Best Paper Award. International Conference on Business, Administration and Information, BAI.
For publications that are currently unpublished or in-press, details are shown in italics.
Chapter (1 outputs)
Vilches-Montero S, Spence M, 'Reconstructing time: Do the parts add up to the whole?', AP Advances in Consumer Research, Academy for Consumer Research, Duluth, MN 296-298 (2012) [E3]
Journal article (10 outputs)
Vilches-Montero S, 'Altering the past to influence the future: the effect of mental unpacking on past evaluations and future preferences', Marketing Letters, 27 499-510 (2016) [C1]
Â© 2015, Springer Science+Business Media New York.Consumers use affective evaluations of past hedonic experiences in their future decision-making. However, past evaluations such a... [more]
Â© 2015, Springer Science+Business Media New York.Consumers use affective evaluations of past hedonic experiences in their future decision-making. However, past evaluations such as how enjoyable the experience was may be hard to retrieve, and consumers tend to recall what they did (i.e. the constituent activities of the prior experience) in order to reconstruct them. It is proposed here that recalling these constituent activities in a packed versus unpacked fashion will distort both the reconstruction process and its outcome. Results from two experiments show that mental unpacking interacted with experience enjoyment to alter past evaluations in two ways: if the enjoyment of the experience was high, unpacked recalls increased remembered enjoyment, but unpacking decreased remembered enjoyment if the experience enjoyment was low. Finally, mediation analysis indicated that the unpacking by enjoyment interaction distorted future preferences through the mediating role of remembered enjoyment.
Pandit A, Vilches-Montero S, 'Are reward cards just a business deal? The role of calculative versus emotional card commitment in driving store loyalty', Journal of Retailing and Consumer Services, 31 355-360 (2016) [C1]
Vilches-Montero SN, Spence MT, 'The effect of construal level on time perceptions, confidence in judgements and future preferences', European Journal of Marketing, 49 782-805 (2015) [C1]
Â© Emerald Group Publishing Limited.Purpose Â¿ This paper aims to examine how activating an abstract versus concrete construal as a retrieval cue Â¿ prior to providing estimates b... [more]
Â© Emerald Group Publishing Limited.Purpose Â¿ This paper aims to examine how activating an abstract versus concrete construal as a retrieval cue Â¿ prior to providing estimates but after exposure to the stimulus Â¿ affects retrospective duration estimates of a hedonic experience, the kind of experience one might wish to repeat. Recent research has examined the effect of construal mindsets on prospective time perceptions (Hans and Trope, 2013) as well as the prediction of future durations (Kanten, 2011; Siddiqui et al., 2014). Design/methodology/approach Â¿ Two experiments are presented to test four hypotheses. The effect of construal level on time perceptions, confidence in duration judgments and future preferences using two different construal level manipulation techniques and a range of measures for the dependent variables is demonstrated. Findings Â¿ This research found that compared to a neutral experience, time perceptions of an enjoyable event are not explained by differences in the level of attention paid to the stimuli; that duration estimates elicited under abstract construals are shorter than those produced by concrete construals; and regardless of construal mindset, memory decay due to time delay appears to be at work. Hence duration estimates shorten. Moreover, abstract construals decrease confidence in duration judgments, but positively affect future preferences compared to a concrete mindset. Originality/value Â¿ This paper expands current knowledge by showing that construal mindsets can be used as retrieval cues to affect evaluations of past experiences and consumersÂ¿ experience-based future preferences.
Marinao Artigas E, Vilches-Montero S, Chasco Yrigoyen C, 'Antecedents of tourism destination reputation: The mediating role of familiarity', Journal of Retailing and Consumer Services, 26 147-152 (2015) [C1]
Valenzuela F, Vasquez-Parraga AZ, Llanos O, Vilches S, 'The influence of service recovery evaluation on customer post-complaint behavior', International Journal of Business and Information, 1 53-74 (2006)
Valenzuela F, Pearson D, Epworth R, Llanos O, Vilches S, 'Consumer complaining behaviour: The case of a South American country, Chile', Contemporary Management Research: an international journal, 1 3-12 (2005)
|Show 7 more journal articles|
Conference (10 outputs)
Pandit A, Hazrul NM, Vilches-Montero SN, 'Being Emotional: Building store loyalty through the long-term effect of loyalty cards', Academy of Marketing, AMA (2016)
Vilches-Montero SN, Zlatevska N, 'The Effect of Complex Nutrition Key Labels on Processing Fluency and Evaluations of Reliability', ANZMAC c/o School of Marketing UNSW (2015)
Vilches-Montero SN, 'Effect of partonomic reconstruction of experiences on consumersÂ¿ evaluation judgment', CLADEA 49th Annual Conference (2014)
|Show 7 more conferences|
Grants and Funding
|Number of grants||2|
Click on a grant title below to expand the full details for that specific grant.
20141 grants / $5,000
Funding body: University of Newcastle
20131 grants / $5,000
Socio-culturally determined âTechnological Appropriationâ as Driver in Adoption of New Technologies in a Diverse Developed Economy$5,000
Funding body: University of Newcastle
Number of supervisions
Total current UON EFTSL
|Commenced||Level of Study||Research Title / Program / Supervisor Type|
The Relationship Between Impulse Buying Behaviour and Brand Loyalty to Manufacturer Brands and Private-Label Brands - The Case of Retail Supermarkets
PhD (Management), Faculty of Business and Law, The University of Newcastle
October 23, 2014
Dr Sonia Vilches-Montero has won a Best Paper Award for her study focusing on memory malleability
August 21, 2014
The votes are in and the winner of the Best Poster prize in this year's Faculty of Business & Law Research Poster Competition is Sonia Vilches-Montero.
Dr Sonia Vilches-Montero
Newcastle Business School
Faculty of Business and Law
|Phone||(02) 4921 8985|
|Building||Social Sciences Building|
Callaghan, NSW 2308