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Liverpool Business School

Dr Svetlana Bialkova

Dr Svetlana Bialkova

ORCID

Biography

Dr Svetlana Bialkova is a Senior lecturer in Digital Marketing at the Liverpool Business School, Liverpool John Moores University, UK. She has worked on numerous projects in top international labs in The Netherlands, Belgium, Germany, Denmark, Switzerland, UK. Prior to the current position she was a research fellow at the Utrecht University, The Netherlands, and a holder of JSPS fellowship at the Brain Science Institute, RIKEN, Japan.
Her recent projects explore the joint interactions between human, media, and technology, and how these influence multisensory experiences. Mastering a large scale of research tools, ranging from behavioural, scan, VR, Eye-racking, EEG, Dr Bialkova is involved in development of new methods and metrics validation to apply in Advertising, Branding, Neuromarketing, Digital Marketing and Communication.

Degrees

Radboud University, The Netherlands, PhD

Academic appointments

Senior Lecturer, Liverpool Business School, Liverpool John Moores University, 2020 - present

Publications

Highlighted publications

Bialkova S, Grunert KG, van Trijp H. 2020. From desktop to supermarket shelf: Eye-tracking exploration on consumer attention and choice FOOD QUALITY AND PREFERENCE, 81 DOI Author Url

Bialkova S, Ettema D. 2019. Cycling renaissance: The VR potential in exploring static and moving environment elements 2019 IEEE 5th Workshop on Everyday Virtual Reality, WEVR 2019, DOI

Journal article

Bialkova S, Grunert KG, van Trijp H. 2020. From desktop to supermarket shelf: Eye-tracking exploration on consumer attention and choice FOOD QUALITY AND PREFERENCE, 81 DOI Author Url

Fenko A, Kersten L, Bialkova S. 2016. Overcoming consumer scepticism toward food labels: The role of multisensory experience FOOD QUALITY AND PREFERENCE, 48 :81-92 DOI Author Url

Bialkova S, Sasse L, Fenko A. 2016. The role of nutrition labels and advertising claims in altering consumers' evaluation and choice APPETITE, 96 :38-46 DOI Author Url

Bialkova S, Grunert KG, Juhl HJ, Wasowicz-Kirylo G, Stysko-Kunkowska M, van Trijp HCM. 2014. Attention mediates the effect of nutrition label information on consumers' choice. Evidence from a choice experiment involving eye-tracking APPETITE, 76 :66-75 DOI Author Url

Aschemann-Witzel J, Grunert KG, van Trijp HCM, Bialkova S, Raats MM, Hodgkins C, Wasowicz-Kirylo G, Koenigstorfer J. 2013. Effects of nutrition label format and product assortment on the healthfulness of food choice APPETITE, 71 :63-74 DOI Author Url

Bialkova S, Grunert KG, van Trijp H. 2013. Standing out in the crowd: The effect of information clutter on consumer attention for front-of-pack nutrition labels FOOD POLICY, 41 :65-74 DOI Author Url

Bialkova S, van Trijp H. 2011. Information context matters in detection and identification of information: Reply to Wertheim et al. (2011) FOOD QUALITY AND PREFERENCE, 22 :786-787 DOI Author Url

Bialkova S, van Trijp HCM. 2011. An efficient methodology for assessing attention to and effect of nutrition information displayed front-of-pack FOOD QUALITY AND PREFERENCE, 22 :592-601 DOI Author Url

Oberauer K, Bialkova S. 2011. Serial and Parallel Processes in Working Memory After Practice JOURNAL OF EXPERIMENTAL PSYCHOLOGY-HUMAN PERCEPTION AND PERFORMANCE, 37 :606-614 DOI Author Url

Bialkova S, van Trijp H. 2010. What determines consumer attention to nutrition labels? FOOD QUALITY AND PREFERENCE, 21 :1042-1051 DOI Author Url

Bialkova S, Oberauer K. 2010. Direct Access to Working Memory Contents EXPERIMENTAL PSYCHOLOGY, 57 :383-389 DOI Author Url

Oberauer K, Bialkova S. 2009. Accessing Information in Working Memory: Can the Focus of Attention Grasp Two Elements at the Same Time? JOURNAL OF EXPERIMENTAL PSYCHOLOGY-GENERAL, 138 :64-87 DOI Author Url

Conference publication

Bialkova S, Ettema D. 2019. Cycling renaissance: The VR potential in exploring static and moving environment elements 2019 IEEE 5th Workshop on Everyday Virtual Reality, WEVR 2019, DOI

Bialkova S, Dickhoff B. 2019. Encouraging Rehabilitation Trials: The Potential of 360 degrees Immersive Instruction Videos 2019 26TH IEEE CONFERENCE ON VIRTUAL REALITY AND 3D USER INTERFACES (VR), 26th IEEE Conference on Virtual Reality and 3D User Interfaces (VR) :1443-1447 DOI Author Url

Bialkova S, Ettema D, Dijst M. 2018. Urban future: Unlocking Cycling with VR Applications 2018 IEEE Workshop on Augmented and Virtual Realities for Good, VAR4Good 2018, DOI

Bialkova S, Van Gisbergen MS. 2017. When sound modulates vision: VR applications for art and entertainment 2017 IEEE 3rd Workshop on Everyday Virtual Reality, WEVR 2017, DOI

Bialkova S. Brand, product, placement: Eye buy mechanisms for desktop and in-store shopping. ICORIA2019: Designing Experiences

Bialkova S, Ros E. Talent management: The potential of VR and digital innovations. EURAM2019: Exploring the Future of Management:

Bialkova S. Consumers journey enhancement: The VR impact. EMAC2019

Bialkova S. From indoor to outdoor: How Virtual reality reshapes advertising? ICORIA2018: Brand Communication

Bialkova S, Ros E. Augmenting employer brand experiences and evaluation: the role of innovative VR and digital platforms. EMAC2018: People Make Marketing

Bialkova S. Virtual worlds and real market perspectives. Virtual Revolution 2016

Bialkova S. When good intention rolls in wrong dimension: Factors precluding ad success. EMAC2016: Marketing in the age of data

Bialkova S, Hübner A, Fenko A. Understanding opposition in green advertising: The opposite does not always attract. EMAC2015: Collaboration in research.

Bialkova S, Sasse L, Fenko A. Altering health-pleasure trade-off via advertising claims. ICORIA2014

Engagement & Impact

Conference organisation:

European Advertising Academy conference ICORIA2018; Marketing Transformation: The Virtual Reality Impact, Special session co-organizer.

European Advertising Academy conference ICORIA2019; Neurocorrelates of Marketing Communication Effectiveness: Evidences from Eye-tracking and Electro-dermal activity Approaches, Special session co-organizer.

European Marketing Academy Conference, EMAC2017; Shaping the future of Virtual reality marketing: perspectives and challenges, Special session co-organizer.

European Marketing Academy Conference, EMAC2019; Virtual Reality Marketing: Optimizing Opportunities, Special session co-organizer.