About

I'm an associate professor of marketing at the Tilburg School of Economics and Management, Tilburg University.


My research has looked at the consumer's rent vs. buy decision in the video store (remember those?), the effect of complaints and service recoveries on customer lifetime value, how pre-shopping plans drive unplanned purchases, and how targeted direct marketing impacts customers when they can silently drop out of the customer base.


More recently, I've looked at how Spotify changes listening behavior. Here is a video about it produced by the University of Nederland, and a write up by the Marketing Science Institute (MSI). Ongoing work examines consumption fragmentation in the digital age: are platforms making us more or less similar? Here are links to my publications, working papers, grants and other things.


At Tilburg, I teach Customer Analytics (masters) and Marketing Analytics for Big Data (bachelors). I also coordinate the bachelors thesis in Marketing and supervise several masters thesis students. If you're a masters thesis student who has been assigned to me, check out my guidelines.


I hold a Ph.D. from the Wharton School of the University of Pennsylvania. In 2013, I rejoined Tilburg University. I was on the faculty of the LeBow College of Business, Drexel University 2011-13, and Tilburg University 2006-11.


I have a (now very old) site of restaurants in Tilburg. A while ago, I was the subject of a video about working at Tilburg University.


Some other links: