Research Track Chair
prof. dr. P.W.J. Verlegh
Tel.: +31(0) 20 59 86262
Marketing starts with a solid understanding of consumers. How do consumers gather and process information about products and services? How do they evaluate and choose products? How and when do they share their experiences with other consumers? Faculty members with backgrounds in psychology and marketing study these questions. Shared interests include identity-related aspects of consumer behavior, social interactions among consumers, and the cognitive and affective influences of product (packaging) design and marketing communications.
Research in this area aims to achieve an understanding of how organizations can develop superior customer value in markets characterized by dynamic exchange relationships. Firms' long term competitive advantage is highly dependent upon their capability to successfully develop and market innovative value propositions (products and services). Innovation plays an important role in providing superior value to customers. Faculty in our Department investigate innovation from individual and company perspectives, studying adoption (and resistance) of innovations, as well as the capabilities needed to successfully develop and market innovations.
Several faculty members engage in research aimed at developing methods that enable organizations to more effectively understand their markets in the increasingly dynamic international context and that enable these organizations to make better decisions. Within this group, two more specific areas of interest can be distinguished. The first is the construction of econometric models that help understand market drivers, and allows managers to predict market developments and understand the impact of their decisions on sales and other indicators of company performance. The second is developing and improving methods for (cross-cultural) market research by means of surveys and other instruments. This is achieved by developing and adapting measures for international contexts, and by developing statistical tools for analyzing these data.