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Dr Sonia Vilches-Montero

Senior Lecturer

Newcastle Business School (Marketing)

Career Summary

Biography


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.

Research Expertise

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.


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 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).



Qualifications

  • PhD, Bond University

Keywords

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

Languages

  • English (Fluent)
  • Spanish (Mother)

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
Senior Lecturer University of Newcastle
Newcastle Business School
Australia
Casual Web Learn Tutor Newcastle Business School University of Newcastle
Newcastle Business School
Australia
Casual Academic 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.


Chapter (1 outputs)

Year Citation Altmetrics Link
2012 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]
Co-authors Sonia Vilches-Montero

Journal article (12 outputs)

Year Citation Altmetrics Link
2018 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.

DOI 10.1016/j.jretconser.2017.09.008
Citations Scopus - 1
Co-authors Sonia Vilches-Montero, Ameet Pandit
2018 Vilches-Montero S, Pandit A, Bravo-Olavarria R, Chih-Wei (Fred) C, 'What loyal women (and men) want: The role of gender and loyalty program characteristics in driving store loyalty', Journal of Retailing and Consumer Services, 44 64-70 (2018) [C1]
DOI 10.1016/j.jretconser.2018.06.003
Co-authors Fred Chao, Ameet Pandit, Sonia Vilches-Montero
2016 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.

DOI 10.1007/s11002-015-9367-9
Citations Scopus - 3Web of Science - 3
Co-authors Sonia Vilches-Montero
2016 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]
DOI 10.1016/j.jretconser.2016.05.001
Citations Scopus - 3
Co-authors Sonia Vilches-Montero, Ameet Pandit
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) [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.

DOI 10.1108/EJM-04-2014-0232
Citations Scopus - 7
Co-authors Sonia Vilches-Montero
2015 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]
DOI 10.1016/j.jretconser.2015.06.005
Citations Scopus - 8
Co-authors Sonia Vilches-Montero
2012 Vilches-Montero SN, Spence M, 'Reconstructing time: Do the parts add up to the whole?', AP Advances in Consumer Research, 10 296-298 (2012)
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 - 17
Co-authors Sonia Vilches-Montero
2006 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)
Co-authors Sonia Vilches-Montero
2005 Vilches-Montero SN, Llanos O, Valenzuela F, 'Explanatory factors of profitability: a disaggregate study of the traditional theoretical models', Revista Alcance, 12 335-352 (2005)
Co-authors Sonia Vilches-Montero
2005 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)
Co-authors Sonia Vilches-Montero
1999 Vilches-Montero SN, 'Income distribution inequality in the Bio Bio Region: a breakdown of the Gini coefficient', Panorama Socioeconómico, 17 23-30 (1999)
Co-authors Sonia Vilches-Montero
Show 9 more journal articles

Conference (10 outputs)

Year Citation Altmetrics Link
2016 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)
Co-authors Sonia Vilches-Montero, Ameet Pandit
2015 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)
Co-authors Sonia Vilches-Montero
2014 Vilches-Montero SN, 'Effect of partonomic reconstruction of experiences on consumers¿ evaluation judgment', CLADEA 49th Annual Conference, Barcelona, Spain (2014)
Co-authors Sonia Vilches-Montero
2013 Vilches-Montero SN, 'Packing or unpacking? The effect of partonomic reconstruction on viewers¿ time perceptions', Auckland, New Zealand (2013)
Co-authors Sonia Vilches-Montero
2011 Vilches-Montero SN, Spence M, 'Switching channels? How enjoyment, dual-tasking and memory affect viewers¿ time perceptions and confidence in judgements', Australian and New Zealand Marketing Academy Conference, Perth, Australia (2011)
Co-authors Sonia Vilches-Montero
2005 Vilches-Montero SN, 'Decisiones estratégicas de localización (Strategic Decisions of Location)', Latin American Conference of Business Strategy (SLADE), Santa Cruz de la Sierra, Bolivia (2005)
Co-authors Sonia Vilches-Montero
2005 Vilches-Montero SN, '"Caso Versluys: Enfrentando un nuevo escenario competitivo" (Case of Versluys: Facing a new competitive scenario).', Proceedings of CLADEA, Santiago, Chile (2005)
Co-authors Sonia Vilches-Montero
2005 Valenzuela F, Vasquez-Parraga A, Llanos O, Vilches-Montero SN, 'The influence of service recovery evaluation on customer post-complaint behavior', Proceedings of the International Conference on Business, Administration and Information, BAI, Hong Kong (2005)
Co-authors Sonia Vilches-Montero
2004 Vilches-Montero SN, 'Modelo desagregado de determinantes de rentabilidad (Disaggregate model of factors explaining profitability)', Proceedings of the 17th Latin American Conference in Strategy (SLADE)., Itapema, Brazil. (2004)
Co-authors Sonia Vilches-Montero
2004 Vilches-Montero SN, 'Factores explicativos de rentabilidad de PYMES en la region del BioBio (Factors which explain the profitability of small and medium-sized enterprises in the Bío Bío Region)', Temuco, Chile (2004)
Co-authors Sonia Vilches-Montero
Show 7 more conferences
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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.


20132 grants / $10,000

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 Doctor Ameet Pandit, 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

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, Doctor Ameet Pandit
Scheme New Staff Grant
Role Lead
Funding Start 2013
Funding Finish 2013
GNo G1301055
Type Of Funding Internal
Category INTE
UON Y
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Research Supervision

Number of supervisions

Completed3
Current3

Current Supervision

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

Past Supervision

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
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News

Award-winning Paper: How Memory Affects Marketing

October 23, 2014

How Memory Affects Marketing

Winning Poster

August 21, 2014

2014 winners of the Faculty of Business & Law Research Poster Competition at the University Gallery until 23 August 2014

Dr Sonia Vilches-Montero

Positions

Senior Lecturer
Newcastle Business School
Faculty of Business and Law

Casual Academic
Newcastle Business School
Faculty of Business and Law

Casual Web Learn Tutor Newcastle Business School
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 X-720
Building NeW Space
Location City Campus

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