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Dr Sonia Vilches-Montero

Lecturer

Newcastle Business School (Marketing)

Career Summary

Biography

Before joining Newcastle in 2012, Sonia worked at Bond University and at the Catholic University of Concepcion, Chile. Sonia is currently a Lecturer (Assistant Professor) in Marketing at the Newcastle Business School, where she has developed and taught several courses in the areas of Consumer Behaviour, Brand Management and Marketing Principles. 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.

Teaching Expertise
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)


Qualifications

  • PhD, Bond University

Keywords

  • Brand and Product Category Management
  • Consumer Behaviour
  • Consumer Cognition
  • Consumer Decision-Making
  • Marketing Management and Planning

Languages

  • Spanish (Fluent)

Fields of Research

Code Description Percentage
150599 Marketing not elsewhere classified 75
150399 Business and Management not elsewhere classified 25

Professional Experience

UON Appointment

Title Organisation / Department
Casual Academic University of Newcastle
Newcastle Business School
Australia
Lecturer University of Newcastle
Newcastle Business School
Australia

Academic appointment

Dates Title Organisation / Department
1/01/2009 - 1/08/2012 Senior Research and Teaching Fellow Bond University
Marketing Department
Australia
1/03/2000 - 1/12/2008 Assistant Professor Catholic University of Concepcion
Marketing Department
Chile

Awards

Distinction

Year Award
2014 Best Overall Poster Award in the Faculty of Business and Law’s Research Showcase.
Unknown
2013 Faculty Excellence in Teaching Award. University of Newcastle.
University of Newcastle
2009 Dean’s list of Academic Excellence Award in PhD Coursework Component.
Bond University

Research Award

Year Award
2014 Best Paper Award, 49th CLADEA Annual Conference. Barcelona, Spain.
Unknown
2011 Best Paper Award. Australian and New Zealand Marketing Academy (ANZMAC) Annual Conference.
Unknown
2005 Best Paper Award. International Conference on Business, Administration and Information, BAI.
Unknown
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Publications

For publications that are currently unpublished or in-press, details are shown in italics.


Journal article (3 outputs)

Year Citation Altmetrics Link
2015 Vilches-Montero S, 'Altering the past to influence the future: the effect of mental unpacking on past evaluations and future preferences', Marketing Letters, (2015)

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 ... [more]

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.

DOI 10.1007/s11002-015-9367-9
Co-authors Sonia Vilches-Montero
2015 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)

Purpose ¿ This paper aims to examine how activating an abstract versus concrete construal as a retrieval cue ¿ prior to providing estimates but after exposure to the stimulus ¿ af... [more]

Purpose ¿ This paper aims to examine how activating an abstract versus concrete construal as a retrieval cue ¿ prior to providing estimates but after exposure to the stimulus ¿ 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 ¿ 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 ¿ 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 ¿ This paper expands current knowledge by showing that construal mindsets can be used as retrieval cues to affect evaluations of past experiences and consumers¿ experience-based future preferences.

DOI 10.1108/EJM-04-2014-0232
Co-authors Sonia Vilches-Montero
2010 Jones MY, Vilches-Montero S, Spence MT, Eroglu SA, Machleit KA, 'Do Australian and American consumers differ in their perceived shopping experiences?: A bi-cultural analysis', International Journal of Retail and Distribution Management, 38 578-596 (2010) [C1]

Purpose: The purpose of this paper is to present findings from an experiment designed to test the impact of crowding perceptions (both human and spatial), emotions (positive and n... [more]

Purpose: The purpose of this paper is to present findings from an experiment designed to test the impact of crowding perceptions (both human and spatial), emotions (positive and negative) and shopping values (utilitarian and hedonic) on shopper satisfaction. Culture is explored as a moderating variable with the expectation that it systematically affects perceptions and values, which, in turn, influence the shopper's experience with the store. Design/methodology/approach: Data were collected via a 2×2×2 full factorial between subjects design with two variables, one manipulated and one measured. The two manipulated variables were spatial density (high versus low) and human density (high versus low). The measured variable was country of origin, where subjects were coded as either American or Australian. Findings: Culture moderates the effects of perceived spatial crowding as well as both hedonic and utilitarian shopping values on shopper satisfaction. Specifically, the adverse effect of perceived spatial crowding on shopper satisfaction is less pronounced for Australians than is the case for Americans. With respect to both utilitarian and hedonic shopping values, the positive relationship between shopping values and shopper satisfaction is greater for Australians than for Americans. Originality/value: Shopping has been generally described by Rintamaki et al. as "relativistic, because it involves preferences among objects, it varies among people, and it is specific to the context". This paper demonstrates that culture clearly affects shopper's perceptions and shopping values, which in turn affect shopper satisfaction. It is reasonable to speculate that these effects would be even more pronounced had countries with greater cultural distance been examined. © Emerald Group Publishing Limited.

DOI 10.1108/09590551011057417
Citations Scopus - 6
Co-authors Sonia Vilches-Montero

Conference (1 outputs)

Year Citation Altmetrics Link
2013 Vilches-Montero S, Spence M, 'Reconstructing time: Do the parts add up to the whole?', Advances in Consumer Research, New Zealand (2013) [E3]
Co-authors Sonia Vilches-Montero
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Grants and Funding

Summary

Number of grants 2
Total funding $10,000

Click on a grant title below to expand the full details for that specific grant.


20141 grants / $5,000

Underlying mechanisms of time perceptions in Consumer behaviour settings$5,000

Funding body: University of Newcastle

Funding body University of Newcastle
Project Team Doctor Sonia Vilches-Montero, Mr Pandit Ameet Pramod
Scheme New Staff Grant
Role Lead
Funding Start 2014
Funding Finish 2014
GNo G1301055
Type Of Funding Internal
Category INTE
UON Y

20131 grants / $5,000

Socio-culturally determined “Technological Appropriation” as Driver in Adoption of New Technologies in a Diverse Developed Economy$5,000

Funding body: University of Newcastle

Funding body University of Newcastle
Project Team Mr Pandit Ameet Pramod, Dr Bidit Dey, Doctor Sonia Vilches-Montero
Scheme New Staff Grant
Role Investigator
Funding Start 2013
Funding Finish 2013
GNo G1300976
Type Of Funding Internal
Category INTE
UON Y
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News

Award-winning Paper: How Memory Affects Marketing

October 23, 2014

Dr Sonia Vilches-Montero has won a Best Paper Award for her study focusing on memory malleability

Poster winner widget

Winning Poster

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

Positions

Lecturer
Newcastle Business School
Faculty of Business and Law

Casual Academic
Newcastle Business School
Faculty of Business and Law

Focus area

Marketing

Contact Details

Email sonia.vilches-montero@newcastle.edu.au
Phone (02) 4921 8985
Mobile 0451460347

Office

Room S141
Building Social Sciences Building
Location Callaghan Campus
University Drive
Callaghan, NSW 2308
Australia
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