Welcome to the homepage of
Department of Business Economics
Erasmus University Rotterdam
Erasmus School of Economics, PO Box 1738
3000 DR Rotterdam, the Netherlands
Tel.: +31 (0)10 408 1303
Fax: +31 (0)10 408 9169
Curriculum Vitae: Please click this link
Education: Ph.D. Management, Erasmus University Rotterdam
(cum laude); M.Sc. Economics & Business, Erasmus University Rotterdam (cum laude);
B.Sc. Economics (5-year Lic.), University Porto, Portugal
Research Interests: Modeling Consumers and Managers' Decisions, Marketing & Innovation, Behavioral Economics, Bayesian Learning Models, Health Marketing.
Teaching Interests: Marketing & Innovation, Marketing Strategy, Marketing Research, Behavioral Insights & Policies and Behavioral Economics for Marketing.
In my research I build econometric models aimed at better understanding the decisions made by consumers and by managers. I am interested in the study of individual and joint consumer decision processes and I am also interested in behavioral economics applied to marketing. During my Ph.D. I have modeled consumer choices in high-stakes decision contexts, namely health decisions (i.e. patient and physician behavior). In recent years I have started to focus also on high-stakes managerial decisions, such as innovation-related decisions and marketing spending decisions.
In terms of research approach, I typically combine state-of-the-art econometric models (e.g. Bayesian methods) with theories from behavioral economics and psychology (including cross-cultural and social psychology) to study consumer and managerial decision-making in high-stakes contexts.
“Predictably Non-Bayesian: Quantifying Salience Effects in Physician Learning about Drug Quality,” with Bas Donkers and Stefan Stremersch, Marketing Science 30 (2), 2011, 305-320. [link]
“Customer Empowerment and Adherence to Expert Advice,” with Stefan Stremersch and Martijn De Jong, International Journal of Research in Marketing, 31 (3), 2014. [link]
“Unraveling Scientific Impact: Citation Types in Marketing Journals,” with Stefan Stremersch, Isabel Verniers and Sofie Vanneste, International Journal of Research in Marketing, 32 (1), 2015, 64-77. [link]
Innovation Tournaments: Drivers of Engagement in Idea Maturation
Antecedents of Innovation Funding Decisions
Marketing Spending and Controlling
“The Connected Patient,” with Stefan Stremersch and Vardit Landsman, chapter in The Connected Customer: The Changing Nature of Consumer and Business Markets, Stefan H.K. Wuyts, Marnik G. Dekimpe, Els Gijsbrechts, and F.G.M. (Rik) Pieters, Eds., Routledge Academic (Taylor & Francis), ISBN: 9781848728370, 2010 [download working paper version of this chapter here; book is available here]
"Patient Empowerment: Consequences for Pharmaceutical Marketing and for the Patient-Physician Relationship," in Innovation and Marketing in the Pharmaceutical Industry: Emerging Practices, Research and Policies, Min Ding, Josh Eliashberg, and Stefan Stremersch, Eds., Springer, ISBN: 978-1461478003, 2014 [link].
"Grassroots Innovation: A Promising Innovation Paradigm for Pharmaceutical Companies," with Ulrich A.K. Betz, Michael Gerards and Stefan Stremersch, in Innovation and Marketing in the Pharmaceutical Industry: Emerging Practices, Research and Policies, Min Ding, Josh Eliashberg, and Stefan Stremersch, Eds., Springer, ISBN: 978-1461478003, 2014 [link].
“Expert Opinion of Nephrologists about the Effectiveness of Low-Protein Diet in Different Stages of Chronic Kidney Disease,” with Gianluca Trifirò et al., International Journal of Food Sciences and Nutrition, 2014. [link]
- "How to Promote Engagement in Innovation Tournaments?"
University of Porto, School of Economics (FEP), Porto, Portugal, September 2015
- "Customer Empowerment and Adherence to Expert Advice"
Tilburg University, Tilburg, the Netherlands, February 2014
University of Groningen, Groningen, the Netherlands, May 2012
Católica-Lisbon School of Business & Economics, Lisbon, Portugal, March 2012
- “Predictably Non-Bayesian: Quantifying Salience Effects in Physician Learning”
Tanaka Business School, Imperial College London, UK, January 2011
IESE Business School, Barcelona, Spain, September 2010
Hong Kong University of Science and Technology, September 2010
Rotterdam School of Management, August 2010
- “The Salience of Bad Experiences in Physician Learning”
Tinbergen Institute Ph.D. Seminars, Rotterdam, The Netherlands, May 2008
- “Studying Physician Behavior using Discrete Choice Models”
Catholic University of Portugal, Porto, Portugal, May 2007
2016 AMA Winter, Las Vegas, USA, "How to Promote Engagement in Innovation Tournaments?," February 2016
2015 EMAC Conference, Leuven, Belgium, "How to Promote Engagement in Innovation Tournaments?," May 2015
2014 AMA-ECMI-EMAC Marketing & Innovation Symposium, Rotterdam, the Netherlands, "How to Promote Engagement in Innovation Tournaments?," June 2014
EMAC, Istanbul, Turkey - "The Effects of Disconfirmation in Scientific Innovation: Evidence on Citations and Citation Types in Marketing," June 2013
EMAC, Ljubljana, Slovenia - "Patient Empowerment – Can it Improve Adherence?," June 2011
INFORMS Marketing Science, University of Cologne, Germany – “Patient Empowerment – Can it Improve Adherence?”, June 2010
Sixth Marketing Dynamics Conference, Stern School of Business, New York University, United States – “Predictably Non-Bayesian: Quantifying Salience Effects in Physician Learning”, August 2009
INFORMS Marketing Science, Vancouver, British Columbia, Canada – “The Salience of Bad Experiences in Physician Learning”, June 2008
AMA Sheth Doctoral Consortium, Paper presentation and Discussion in Research Workshop Session, Columbia, Missouri, United States – “The Salience of Bad Experiences in Physician Learning”, June 2008
Rabobank Corporate Netherlands: Turning the Smartphone into an Engine of Bottom-Line Growth, with Stefan Stremersch, IESE Business School, Case Study M-1286-E [link]
Alcatel-Lucent: Marketing the Cell Phone as a Mobile Wallet, with Isabel Verniers, Carlos García-Pont and Stefan Stremersch, IESE Business School, Case Study M-1279-E [link]
Movvo: Marketing Location-Based Big Data, with Cláudia Costa, Gonçalo Amorim and José Paulo Esperança, unpublished case study [link]
"Voorspelbare fouten van huisartsen bij medische beslissingen," with Bas Donkers and Stefan Stremersch, ESB, 96(4612), 358-361, [link]