Dr Sonia Vilches-Montero
Newcastle Business School (Marketing)
- Phone: (02) 4921 8985
Sonia is a Senior Lecturer in Marketing and Program Convenor of the Bachelor in Business Program at the Newcastle Business School. She teaches Marketing Management and Planning, Brand Development and Marketing, Marketing Research in Practice and Consumer Behaviour at the postgraduate level. She also supervises Honours, DBA and PhD students within the Faculty of Business and Law.
Sonia’s research interests focus on consumer behaviour and retailing. Her research assists marketers in enhancing the impact of their branding and retailing strategies. She has published her most recent research in the European Journal of Marketing, Marketing Letters, Journal of Retailing and Consumer Services and the International Journal of Retail and Distribution Management. Sonia regularly presents her work at recognised international conferences such as the Association for Consumer Research (ACR), Australian and New Zealand Marketing Academy (ANZMAC), International Conference on Internet Marketing and Advertising International (ICIMA), Conference on Business, Marketing and Tourism (ICBMT) and the Latin-American and European Council of Business Schools (CLADEA). She has received several Best Paper Awards in Consumer Behaviour tracks.
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 2014 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.
Before joining the University of Newcastle, Sonia worked at Bond University (Australia) and at the Catholic University of Concepcion (Chile), where she taught undergraduate and post-graduate students.
At the University of Newcastle, Sonia lectures the following subjects: Marketing Management and Planning (GSBS6005), Customer Decision Making and Behaviour (GSBS6013), Brand Development and Management (GSBS6301) and Marketing Research in Practice (GSBS6505).
- PhD, Bond University
- Brand and Product Category Management
- 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 Law’s Research Showcase.
Faculty Excellence in Teaching Award. University of Newcastle.
University of Newcastle
Dean’s 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 (11 outputs)
Vilches-Montero S, Nik Hashim NMH, Pandit A, Bravo-Olavarria R, 'Using the senses to evaluate aesthetic products at the point of sale: The moderating role of consumers¿ goals', Journal of Retailing and Consumer Services, 40 82-90 (2018) [C1]
© 2017 Elsevier Ltd In this research, we expand our understanding of how aesthetic products induce shoppers¿ responses at the point of sale. We advance and test a more integrative... [more]
© 2017 Elsevier Ltd In this research, we expand our understanding of how aesthetic products induce shoppers¿ responses at the point of sale. We advance and test a more integrative approach in which not only the sensory evaluations of the aesthetic product, but also the shoppers¿ personal goals affect their purchase responses. Study 1 uses a lab setting to reveal that shoppers¿ sensory evaluations of a new apartment elicit feelings of attachment, which mediate the effect of the apartment's aesthetic features on shoppers¿ purchase responses. Further, shoppers assess the extent to which the product will contribute to attaining personal goals, which moderates the effect of emotional attachment on purchase responses. Study 2 replicates these findings using a field-study approach. In contrast to prior research, our results show that affective processing is not the sole driver of shoppers¿ responses to aesthetic products, as its effect is moderated by cognitive evaluations of whether social status and materialistic goals will be attained through the acquisition of the aesthetic product. We discuss how both retailers and manufacturers who market aesthetic products can benefit from appealing to the personal goals of their shoppers.
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]
© 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]
© 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]
© Emerald Group Publishing Limited. Purpose ¿ This paper aims to examine how activating an abstract versus concrete construal as a retrieval cue ¿ prior to providing estimates but... [more]
© Emerald Group Publishing Limited. 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.
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 8 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, Northumbria University, Newcastle, UK. (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, Sydney, Australia (2015)
Vilches-Montero SN, 'Effect of partonomic reconstruction of experiences on consumers¿ evaluation judgment', CLADEA 49th Annual Conference, Barcelona, Spain (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 “Technological Appropriation” 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|
|2018||PhD||The Impact of Confucianism on Consumers' Brand Category Choice and Company's Brand Competitiveness in East Asia||PhD (Management), Faculty of Business and Law, The University of Newcastle||Principal Supervisor|
|2018||PhD||A marketing research approach to the effects of social media campaigns on consumer's decision making process||PhD (Management), Faculty of Business and Law, The University of Newcastle||Principal Supervisor|
|2016||PhD||How do social media experiences influence behavioural responses? The role of brand concept and self-congruence.||PhD (Management), Faculty of Business and Law, The University of Newcastle||Principal Supervisor|
|Year||Level of Study||Research Title||Program||Supervisor Type|
|2017||Honours||An empirical study on the relationships between customers’ mindset, customers’ effort and brand personality transfer effect||Marketing, Faculty of Business and Law, The University of Newcastle||Sole Supervisor|
|2015||Professional Doctorate||Antecedents of consumers’ brand loyalty for high-technology products||Marketing, Faculty of Business and Law, The University of Newcastle||Principal Supervisor|
|2015||Professional Doctorate||Factors that affect Hong-Kong consumers’ purchase decisions of function-oriented products||Marketing, Faculty of Business and Law, The University of Newcastle||Principal Supervisor|
October 23, 2014
August 21, 2014