Osselaer, Stijn van

Prof. Dr. S.M.J. (Stijn) van Osselaer

Professor of Marketing

Rotterdam School of Management
Erasmus University
Burgemeester Oudlaan 50
3062 PA, Rotterdam
The Netherlands

Room: T10-07
Tel: +31 10 408 9596
Fax: +31 10 408 9011
E-mail: sosselaer@rsm.nl

Personalia

Date and place of birth: July 15, 1971, Leuven, Belgium
Married to Ineke Demuynck MSMFT, three children (Willem, 2000; Johannes, 2002; Mathilde, 2009)
Nationality: Belgian
Residence: Breda, The Netherlands

Employment

  • 2008 - current
    Department Chair, Department of Marketing Management, Erasmus University (The Netherlands)
  • 2008
    Visiting Professor of Marketing, Graduate School of Business, University of Chicago (Summer)
  • 2007
    Visiting Professor of Marketing, London Business School (Summer)
  • 2005
    Visiting Professor of Marketing, Graduate School of Business, University of Chicago (Summer)
  • 2003 - current 
    Professor of Marketing, Rotterdam School of Management, Erasmus University (The Netherlands)
  • 2002-2003
    Associate Professor of Marketing, Graduate School of Business, University of Chicago
  • 1998-2002
    Assistant Professor of Marketing, Graduate School of Business, University of Chicago

Education

  • 1994-1998
    Ph.D. (Marketing), University of Florida
  • 1991-1994
    Licentiaat in de Psychologie, Catholic University Leuven (Belgium)
  • 1989-1991
    Kandidaat in de Psychologie, Catholic University Leuven (Belgium)
  • 1983-1989
    Stedelijk Gymnasium Breda (Netherlands)

Honors

  • 2009
    Best Teacher Award, BScIBA program, Erasmus University
  • 2008
    Outstanding Reviewer Award, Journal of Marketing
  • 2007
    Faculty Fellow, AMA Sheth Foundation Doctoral Consortium, Tempe
  • 2006
    Named one of The Netherlands' Top 40 Researchers in Economics & Business
  • 2005
    Faculty Fellow, EMAC Doctoral Colloquium, Milan
  • 2004
    Faculty Fellow, ACR Doctoral Symposium, Portland
  • 2004
    Faculty Fellow, EMAC Doctoral Colloquium, Murcia
  • 2003
    Named Marketing Science Institute Young Scholar
  • 2002
    Kilts Center for Marketing Faculty Fellow (2002/2003)
  • 2001
    Winner, Robert Ferber Award for best dissertation-based article in Journal of Consumer Research
  • 2001
    Named Marketing Science Institute Young Scholar
  • 2001
    True North Communications Inc. Scholar (2001/2002)
  • 2001
    Faculty Fellow, ACR Doctoral Symposium, Austin
  • 1999
    Runner-Up, John A. Howard AMA Doctoral Dissertation Competition
  • 1999
    Beatrice Foods Co. Scholar (1999/2000)
  • 1997
    Fellow, AMA Sheth Foundation Doctoral Consortium, Cincinnati
  • 1994
    Graduated Magna Cum Laude, Licentiaat in de Psychologie, Catholic University Leuven (Belgium)
  • 1993
    European Commission ERASMUS grant for research internship at the Economic Psychology Research Unit, University of Exeter (UK)
  • 1991
    Graduated Cum Laude, Kandidaat in de Psychologie, Catholic University Leuven (Belgium)

Publications

De Langhe, Bart, Stefano Puntoni, Daniel Fernandes, and Stijn M. J. van Osselaer (in press), “The Anchor Contraction Effect in International Marketing Research,” Journal of Marketing Research.

Sweldens, Steven, Stijn M. J. van Osselaer, and Chris Janiszewski (in press), “Evaluative Conditioning Procedures and the Resilience of Conditioned Brand Attitudes,” Journal of Consumer Research.

Melnyk, Valentina, Stijn M. J. van Osselaer, and Tammo Bijmolt (2009), “Are Women More Loyal Customers than Men? Gender Differences in Consumer Loyalty to Firms and Individual Service Providers," Journal of Marketing, 73, 82-96.

Vanhouche, Wouter and Stijn M.J. van Osselaer (2009), "The Accuracy-Enhancing Effects of Biasing Cues," Journal of Consumer Research, 36, 317-327

Puntoni, Stefano, Bart De Langhe, and Stijn M.J. van Osselaer (2009), "Bilingualism and the Emotional Intensity of Advertising Language," Journal of Consumer Research, 35, 1012-1025.

Carlson, Kurt A., Chris Janiszewski, Ralph L. Keeney, David H. Krantz, Howard C. Kunreuter, Mary Frances Luce, J. Edward Russo, Stijn M.J. van Osselaer, and Detlof von Winterfeldt (2008), "A Theoretical Framework for Goal-Based Choice and for Prescriptive Analysis," Marketing Letters, 19, 241-254.

van Osselaer, Stijn M. J. (2008), "Associative Learning and Consumer Decisions," in Handbook of Consumer Psychology, eds. Curtis P. Haugtvedt, Paul Herr, and Frank R. Kardes, Mahwah, NJ: Erlbaum, 699-729.

van Osselaer, Stijn M. J., Suresh Ramanathan, Margaret C. Campbell, Joel B. Cohen, Jeannette K. Dale, Paul M. Herr, Chris Janiszewski, Arie W. Kruglanski, Angela Y. Lee, Stephen J. Read, J. Edward Russo, and Nader T. Tavassoli (2005), "Choice Based on Goals," Marketing Letters, 16 (December), 335-346.

Janiszewski, Chris, and Stijn M. J. van Osselaer (2005), "Behavior Activation is Not Enough," Journal of Consumer Psychology, 15 (3), 218-224.

Warlop, Luk, S. Ratneshwar, and Stijn M. J. van Osselaer (2005), Distinctive Brand Cues and Memory for Product Consumption Experiences, International Journal of Research in Marketing, 22 (March), 27-44.

van Osselaer, Stijn M.J., Chris Janiszewski and Marcus Cunha Jr. (2004), "Stimulus Generalization in Two Associative Learning Processes," Journal of Experimental Psychology: Learning, Memory, and Cognition., 30 (May), 626 638.

van Osselaer, Stijn M.J. (2004) "Memory Accessibility and Product Judgment," in Advances in Consumer Research, Vol. 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA: Association for Consumer Research, 457.

van Osselaer, Stijn M. J., Joseph W. Alba, and Puneet Manchanda (2004), "Irrelevant Information and Mediated Intertemporal Choice," Journal of Consumer Psychology, 14 (3), 257-270.

van Osselaer, Stijn M. J. and Joseph W. Alba (2003), "Locus of Equity and Brand Extension," Journal of Consumer Research, 29 (March), 539-550.

van Osselaer, Stijn M. J. and Chris Janiszewski (2001), "Two Ways of Learning Brand Associations," Journal of Consumer Research, 28 (September), 202-223 [finalist JCR best paper award].

Janiszewski, Chris and Stijn M. J. van Osselaer (2000), A Connectionist Model of Brand Associations, Journal of Marketing Research, 37 (August), 331-350.

van Osselaer, Stijn M. J. and Joseph W. Alba (2000), "Consumer Learning and Brand Equity," Journal of Consumer Research, 27 (June), 1-16 [lead article, Ferber Award] reprinted in Essential Readings in Marketing, eds. Leigh McAllister, Ruth Bolton, and Ross Rizley, Marketing Science Institute, 2006]. .

van Osselaer, Stijn M. J. (2000) "Comparative Processes in Consumer Choice." in Advances in Consumer Research, Vol. 27, eds. Stephen J. Hoch and Robert J. Meyer, Provo, UT: Association for Consumer Research, 251.

van Osselaer, Stijn M. J. (1999), "Learning and Recall of Brand Associations: The Role of Competition Between Associations" in European Advances in Consumer Research, Vol. 4, eds. Bernard Dubois, Tina M. Lowrey, L. J. Shrum, and Marc Vanhuele, Provo, UT: Association for Consumer Research, 286.

Work in Progress

"A Model of Goal-Based Choice," with Chris Janiszewski (revision invited at Monographs of the Journal of Consumer Research)

"A Passive Goal Guidance Model of Consumer Behavior," with Chris Janiszewski (revision invited at Monographs of the Journal of Consumer Research)

“The Effects of Process Accountability and Outcome Accountability on Judgment Process and Performance” with Bart De Langhe and Berend Wierenga (under review at Organizational Behavior and Human Decision Processes).

“The Effect of Intuitive Advice Justification on Advice Taking,” with Stefanie C. Tzioti and Berend Wierenga (under review at International Journal of Research in Marketing).

“The Influence of Advisor Wealth on Consumer Advice Taking,” with Stefanie C. Tzioti and Berend Wierenga.

“Make Me Special: Gender Differences in Consumers’ Responses to Loyalty Programs” with Valentina Melnyk.

“Now You See It, Now You Don’t: The Product-Specific Nature of Consumer Learning” with Wouter Vanhouche.

“The Influence of Ego-Depletion on Risk Aversion” with Bart de Langhe, Steven Sweldens, and Mirjam Tuk.

“Covariation Learning, Quality Expectation, and Product Valuation under Homoscedastic and Heteroscedastic Uncertainty,” with Bart De Langhe, Stefano Puntoni, and Ann L. McGill.

Conference Presentations

"Goals, Associations, and Choice." Presented at the 7th Triannual Choice Symposium in Philadelphia, June 2007 (invited presentation).

"Goals, Associations, and Decisions." Presented at the Small Group Meeting in Consumer Psychology in Enschede, November 2006 (invited presentation).

"Learning to Value: A Learning-and-Memory Perspective on Decision Making." Presented at Marketing Science Institute's Young Scholars Reunion in Santa Fe, NM, May 2006 (invited presentation).

"Building an Academic Career in Marketing," Presented at European Marketing Academy Doctoral Colloquium in Milan, May 2005 (invited plenary address).

"Gender Differences in Consumer Loyalty," Presented at European Marketing Academy Conference in Milan, May 2005 (invited special session presentation).

"The PhD Student's 11 Commandments." Presented at Association for Consumer Research Doctoral Symposium in Portland, October 2004 (invited presentation).

"Memory Representation in Two Consumer Learning Systems." Presented at Marketing Science Institute's Young Scholars Conference in Park City, March 2003 (invited presentation).

"Memory Representation in Two Consumer Learning Systems." Presented at Society for Consumer Psychology Conference in New Orleans, February 2003.

"Cue Interaction and Configurality in Two Associative Learning Processes." Presented at Association for Consumer Research Conference in Austin, October 2001.

"Patterning Points: Allocation of Points to Purchases and Choice Process." Presented at Marketing Science Conference in Wiesbaden, July 2001.

"Patterning Points: The Impact Of Increasing, Decreasing, And Flat Points-Per-Purchase Schedules On Consumer Choice." Presented at Association for Consumer Research Conference in Salt Lake City, October 2000.

"The Psychology of Product Differentiation: Comparison, Evaluation, and Preference within and across Categories." Presented at Association for Consumer Research Conference in Columbus, October 1999.

"Apples and Oranges: Evaluation, Comparison, and Preference within and across Categories." Presented at Subjective Probability, Utility, and Decision Making Conference in Mannheim, August 1999.

"Cue Competition in Learning of Brand-Benefit Associations." Presented at Association for Consumer Research Conference in Jouy-en-Josas, June 1999.

"The Influence of Branding Strategy on Brand Equity in Variable Quality Product Lines." Presented at Association for Consumer Research Conference in Denver, October 1997.

"Intellectual Styles and the Problem Solving Process." Presented at Association for Consumer Research Conference in Boston, October 1994.


Other Invited Presentations

“A Model of Choice Based on Goals” presented at Tilburg University, March 2008

“Goals, Associations, and Choice” presented at Catholic University Leuven, January 2008

"The Beneficial Effects of Biasing Cues." Presented at Cornell University, March 2007

"How Biasing Cues Can Increase Consumer Welfare." Presented at University of Groningen, October 2006

"Gender Differences in Consumer Loyalty." Presented at University of Central Florida, September 2006

"A Learning-and-Memory Model of Goal-Based Decision Making." Presented at Catholic University Leuven, December 2004

"Memory in Two Consumer Learning Systems." Presented at:

  • INSEAD, April 2004
  • London Business School, February 2004
  • Hong Kong University of Science and Technology, November 2003
  • Catholic University Leuven, April 2003


"Configural and Elemental Representation in Consumer Memory." Presented at:

  • New York University, March 2003
  • University of California-Berkeley, February 2003
  • Northwestern University, January 2003

"Memory Representation in Two Consumer Learning Systems." Presented at University of Houston, August 2002

"Cue Interaction and Configurality in Two Associative Learning Processes." Presented at:

  • Wageningen University, June 2002
  • Erasmus University, June 2002

"Loyalty Programs and Process in Mediated Intertemporal Choice." Presented at Catholic University Leuven, December 2001

"Categorization and Choice." Presented at Tilburg University, July 2001.

"What Brands Do." presented at Young Professionals of Chicago (professional audience talk), April 2001.

"Patterning Points: The Impact Of Increasing, Decreasing, And Flat Points-Per-Purchase Schedules On Consumer Choice." Presented at

  • Tilburg University (Department of Economic and Social Psychology), March 2001
  • Indiana University, September 2000


"Two Ways of Learning Brand Associations", presented at:

  • Columbia University, February 2001
  • Duke University, December 2000
  • Tilburg University, July 2000

"Cue Interaction in Consumer Learning About Brands: Implications, Process, and Moderators." Presented at Indiana University (Cognitive Science Colloquium), December 2000.

"The Value of Brands: Exploring Causes and Moderators of Cue Interaction in Consumer Learning", presented at:

  • Catholic University Leuven, December 1999 
  • University of Pennsylvania (Decision Processes Seminar), October 1999

"The Value of Brands Versus Attributes: An Exploration of Cue Competition in Consumer Learning" presented at University of Alberta, December 1998

"Consumer Learning and Brand Equity", presented at:

  • Massachussetts Institute of Technology, November 1997
  • Duke University, November 1997
  • Harvard University, November 1997
  • Pennsylvania State University, October 1997
  • INSEAD, October 1997
  • University of Michigan, October 1997
  • University of Colorado, October 1997
  • University of Chicago, September 1997
  • Washington University, September 1997

"The Value of Brands: A Consumer Learning Perspective", presented at Tilburg University, June 1997


Teaching Experience

  • 2008
    Marketing Management, University of Chicago (Executive MBA)
  • 2007
    Branding, European Institute for Advanced Studies in Management (PhD)
  • 2007
    Marketing, London Business School (Executive MBA)
  • 2006 - 2008
    Managerial Decision Making & Negotiation, Erasmus University (MSc)
  • 2006 - current
    Marketing, Erasmus University (Executive Education [open & custom programs])
  • 2005
    Marketing Strategy, University of Chicago (Executive MBA)
  • 2005 - 2008
    Behavioral Decision Theory, Erasmus University (PhD, MPhil)
  • 2004 - current
    Marketing Management, Erasmus University (undergraduate)
  • 1999-2003
    Marketing Management/Marketing Strategy, University of Chicago (MBA, Executive MBA)
  • 1999-2001
    Consumer Behavior, University of Chicago (MBA)
  • 1996
    Consumer Behavior, University of Florida (undergraduate)
  • 1996
    Lab Instructor, Introduction to Business Statistics, University of Florida (undergraduate)

PhD Students (first placement)   

  • Valentina Melnyk (co-chair, Free Univ. Amsterdam, finalist SAP-PIM Marketing Science Dissertation Award)
  • Steven Sweldens (chair, INSEAD)
  • Bart De Langhe (co-chair, in progress)
  • Stefanie Tzioti (co-chair, in progress)
  • Daniel von der Heyde Fernandes (co-chair, in progress)
  • Sonja Damnjanovic (chair, in progress)
  • Irene Consiglio (co-chair, in progress)

PhD Committees

  • Pankaj Aggarwal (University of Chicago)
  • Niek Althuizen (Erasmus University)
  • Guillermo Baquero (Erasmus University)
  • Kelly Geyskens (K.U. Leuven)
  • Pascalle Govers (Delft University of Technology)
  • Jia Liu (Tilburg University)
  • Carlos Mireles (Erasmus University)
  • Remco Prins (Erasmus University)
  • Laurens Rook (Erasmus University)
  • Diana Rus (Erasmus University)
  • Daan Stam (Erasmus University)
  • Maciej Szymanowski (Tilburg University)
  • Mirjam Tuk (Erasmus University)
  • Ellis van de Hende (Delft University of Technology)
  • Merel van Diepen (Erasmus University)
  • Wendy van Ginkel (Erasmus University)
  • Ferdinand Vieider (Erasmus University)
  • Bjorn Vroomen (Erasmus University)
  • Maarten Wubben (Erasmus University)

Professional Activities

Area/Associate Editor

  • Journal of Consumer Research (2008- current)
  • International Journal of Research in Marketing (2007-2008)
  • Association for Consumer Research Conference (2007)

Editorial Review Board Member

  • Journal of Consumer Research (2005-2008)
  • Journal of Marketing (2005- current)
  • International Journal of Research in Marketing (2009- )

Ad-hoc Reviewer

  • Journal of Marketing Research
  • Marketing Science
  • Management Science
  • Journal of Experimental Psychology: Learning, Memory, & Cognition
  • Psychological Science
  • Journal of Consumer Psychology
  • Journal of Interactive Marketing
  • Jaarboek Sociale Psychologie
  • Association for Consumer Research Conference (North America and Europe)
  • Society for Consumer Psychology Conference
  • Society for Consumer Psychology-Sheth Foundation Dissertation Proposal Competition 
  • Marketing Science Institute's Alden G. Clayton Doctoral Dissertation Proposal Competition
  • La Londe Seminar
  • American Marketing Association Winter Marketing Educators' Conference
  • Bogazici Journal: Review of Social, Economic and Administrative Studies
  • Tijdschrift voor Economie en Management
  • Catholic University Leuven Research Council
  • Social Sciences and Humanities Research Council of Canada
  • Research Grants Council of Hong Kong

Conference Co-Chair:

  • Association for Consumer Research (ACR) Annual Conference in Jacksonville, FL, October 2010
  • La Londe Conference on Marketing Communications and Consumer Behavior in La Londe, June 2009


Consumer Behavior Track Chair

  • European Marketing Academy (EMAC) Annual Conference in Reykjavik, May 2007
  • European Marketing Academy (EMAC) Annual Conference in Milan, May 2005

Doctoral Symposium Co-Chair
Association for Consumer Research European Conference in Milan, July 2007


Program Committee

  • Association for Consumer Research Conference in Memphis, October 2007.
  • Association for Consumer Research European Conference in Milan, July 2007
  • Association for Consumer Research Conference in Toronto, October 2003.

Session Chair

  • "Implicit Decision Making Processes," Small Group Meeting in Consumer Psychology in Enschede, November 2006.
  • "Memory Accessibility and Product Judgment," Association for Consumer Research Conference in Toronto, October 2003.
  • "Brand Extensions and Alliances," Society for Consumer Psychology Conference in Austin, February 2002.
  • "Comparative Processes in Consumer Choice," Association for Consumer Research Conference in Columbus, October 1999.
  • "Learning and Recall of Brand Associations: The Role of Competition Between Associations," Association for Consumer Research Conference in Jouy-en-Josas, June 1999.


Session Discussant

  • "When Brands Join Hands: Examining the Reciprocal Effects of Brand Alliance Strategies on Partner Brand Equity," Association for Consumer Research Conference in San Antonio, September 2005.
  • "Do Products Smile? When Fluency Confers Liking and Enhances Purchase Intent," Association for Consumer Research Conference in San Antonio, September 2005.


Professional Affiliations

  • American Marketing Association
  • European Marketing Academy
  • Society for Consumer Psychology
  • Society for Consumer Research