Digital consumer-firm interactions are an important part of consumer marketing. I study how they can be used to empower consumers in the marketing value chain. My research addresses topics such as the impact of online recommendations on consumer decision outcomes and new ways to support consumer co-production in the sharing economy. (click here for papers)

Most of my theoretical work focuses on consumer decision making. For example, I work on decision making in complex choices, mental representations of decisions, and decisions under risk. (click here for papers)

Much of my recent research is related to consumer financial decision making, in particular, pensions and insurance decisions. Part of this work has been supported by Netspar grants and benefited from collaborations with industry partners. (click here for papers)

I also sometimes work with collaborators from the medical field on projects to tailor treatments and after-care to patient preferences. This line of work uses consumer decision research to promote patient welfare. It is linked to the Erasmus Choice Modelling Center. (click here for papers)

My early roots as a researcher are in travel decision making and I still publish on this topic occasionally. The focus in this research is on theories of traveler decision making and balancing travel demand with scarce supply. (click here for papers)