Verlegh, Peeter

Dr. Ir. P.W.J. (Peeter) Verlegh


R: T10-14
P: +31 10 408 2732
F: +31 10 408 9011
E: pverlegh_at_rsm.nl

This site can also be accessed through: www.verlegh.com




Current position

Associate Professor, Department of Marketing Management

Academic Director RSM MScBA in Marketing Management


Research Interests

  • Persuasion Knowledge
  • Country-of-Origin Effects
  • Word of Mouth
  • Product Placements

Past affiliation / Education

12/2003-9/2004
Visiting research scholar, Marketing division, Leeds Business School, University of Colorado - Boulder

1996-2000
PhD student, Marketing & Consumer Behavior Group, Wageningen University - The Netherlands

1996
M.Sc. Food Technology (Wageningen University)

Specializations: Sensory Research & Consumer Behavior 

1995
Junior Researcher at the J.B. Pierce Lab, Yale University


Dissertation

Country-of-origin effects on consumer product evaluations (Wageningen University, 19 November 2001)

Advisors: Jan-Benedict Steenkamp & Thieu Meulenberg


P ublications
Total citations (SSCI): 245 [February 2010]

  • G.A.C. Schellekens, P.W.J. Verlegh, and A. Smidts (2010). Language abstraction in word of mouth. Journal of Consumer Research, 37 (August).
  • M.A. Tuk, P.W.J. Verlegh, A. Smidts and D. Wigboldus (2009). Sales and sincerity: The role of relational framing in word-of-mouth marketing. Journal of Consumer Psychology , 19(1), 38-47.   
  • M.A. Tuk, P.W.J. Verlegh, A. Smidts and D. Wigboldus (2009). Interpersonal relationships moderate the effect of faces on person judgments. European Journal of Social Psychology , 39 (5), 757-767.
  • G.A.C. Schellekens, P.W.J. Verlegh and A. Smidts (2009). Two types of language bias in word of mouth. Advances in Consumer Research, 36, 544-545.
  • M.A. Tuk, P.W.J. Verlegh, A. Smidts & D.H.J. Wigboldus (2009), The impact of social categorization on persuasion effectiveness. Advances in Consumer Research, 36, 596-597.
  • J. van Rekom, P.W.J. Verlegh & R. Slokkers (2009). The owner’s edge: How brand ownership influences causal brand maps. Journal of Business Research , 63(2), 339-344 .
  • P.W.J. Verlegh & S. Moldovan (2008). What drives word of mouth: a multi-disciplinary perspective. Advances in Consumer Research, 35, 49-51.
  • P.W.J. Verlegh (2007), Economic and socio-psychological motives for home-country bias in consumer product evaluations. Journal of International Business Studies , 38(3), 361-373 [lead article].
  • K. de Valck, F. Langerak, P.C. Verhoef & P.W.J. Verlegh (2007), Satisfaction with virtual communities of interests: effect on members' visit frequency. British Journal of Management , 18 (3), 241-256
  • J. van Rekom, G. Jacobs & P.W.J. Verlegh (2006), Measuring and managing the essence of a brand personality, Marketing Letters. 17(3), 181-192.
  • J. van Rekom, G. Jacobs, P.W.J. Verlegh & K. Podnar (2006), Capturing the essence of a corporate brand personality: A Western brand in Eastern Europe. Journal of Brand Management , 14(1/2), 114-124.
  • P.W.J. Verlegh (2006). The psychology of country-of-origin effects. Vezetestudomany [Budapest Management Review], 37(7/8), 102-108.
  • D. Godes, D. Mayzlin, Y. Chen, S. Das, C. Dellarocas, B. Pfeiffer, B. Libai, S. Sen, M. Shi & P. Verlegh (2005), The firm's management of social interactions. Marketing Letters , 16(3/4), 415-428
  • P.W.J. Verlegh, J-B.E.M. Steenkamp & M.T.G. Meulenberg (2005), Country-of-origin effects in consumer processing of advertising claims, International Journal of Research in Marketing , 22 (2), 127-139.
  • M.A. Tuk, P.W.J. Verlegh, A. Smidts & D.H.J. Wigboldus (2005), Activation of salesperson stereotypes affects perceptions of word-of-mouth referral. Advances in Consumer Research , 32, 256-257
  • P.W.J. Verlegh, C. Verkerk, M.A. Tuk & A. Smidts (2004) Customers or Sellers?: The Role of Persuasion Knowledge in Customer Referral. Advances in Consumer Research , 31, 304-305
  • P.W.J. Verlegh, K.A. Peters & A.Th.H. Pruyn (2003). Turning shoppers into sellers: Two experimental studies on member-get-member campaigns Advances in Consumer Research , 30, 364-365
  • P.W.J. Verlegh, M.T.G. Meulenberg & J-B.E.M. Steenkamp (2002), Country-of-Origin Stereotypes and the Processing of Ads: A Tomato-Field Experiment. Advances in Consumer Research , 29, 166-167.
  • P.W.J. Verlegh, H.N.J. Schifferstein & D.R. Wittink (2002), Range and number-of-levels effects in derived and stated attribute importances. Marketing Letters , 13 (1), 41-52
  • P.W.J. Verlegh & K. van Ittersum (2001). The origin of spices: the impact of geographic product origin on consumer decision making. In: L.J. Frewer et al. (eds), Food, People and Society: A European perspective. Heidelberg: Springer Verlag. p. 267-280.
  • P.W.J. Verlegh & J.-B.E.M. Steenkamp (1999). A review and meta-analysis of country-of-origin research. Journal of Economic Psychology, 20 (5), 521-546. Listed by Elsevier as most-cited paper in this volume
  • P.W.J. Verlegh (1999): Ingroups, outgroups and stereotyping: consumer behavior and social identity theory. Advances in Consumer Research , 26, 162-164.
  • P.W.J. Verlegh & M.J.J.M. Candel (1999). The consumption of convenience foods: reference groups and eating situations. Food Quality & Preference , 10 (6), 457-464
  • H.N.J. Schifferstein & P.W.J. Verlegh (1996). The role of congruency and pleasantness in odor-induced taste enhancement. Acta Psychologica , 94, 87-105.

Conference presentations (last 5 years)

  • Language abstraction in word of mouth. Etmaal van de communicatie. Gent, Belgium (2010)
  • Language use in word of mouth 37th ACR conference. San Francisco, USA (2009)
  • Receiver responses to rewarded referral. La Londe Seminar on Marketing Communications & Consumer Behavior. La Londe les Maures, France (2009).
  • Word-of-mouth marketing. Marketing 2.0 conference Paris, France (2008)
  • Why they talk: consumer motives for word-of-mouth referral. 35th ACR conference. Memphis, USA (2007)
  • The psychology of word of mouth. 3rd International WOM conference. Amsterdam, The Netherlands (2007)
  • Examining effects of product placement and sponsorship disclosure.  6th ICORIA conference. Lisbon, Portugal (2007).

PhD projects (co-promotor)

Gaby Schellekens - Managing customer referral: The psychology and marketing of word-of-mouth (start 09/2005) - promotor Ale Smidts
Mirjam Tuk - Understanding streetwise consumers: The role of persuasion knowledge in consumer behavior (graduation date: June 26, 2008) - promotors Ale Smidts &  Daniel Wigboldus
Ezgi Akpinar - When and why do consumer spread rumors? (start 01/2009) - promotor Ale Smidts

Working Papers

  • Language use in word of mouth [with Gaby Schellekens and Ale Smidts]
  • Financial incentives in customer referral [with Gangseog Ryu, Lawrence Feick and Mirjam Tuk].
  • Effectiveness of product placements [with Meg Campbell and Gina Mohr].
  • J. Loef and P.W.J. Verlegh (2002) Cognitive and affective consequences of two types of incongruent advertising. ERIM Report Series Research in Management . ERS-2002-42-MKT.

Research in Progress

  • Why people talk (about products)
  • Distributive justice in customer referral programs [with Ad Pruyn]
  • Talking about innovations
  • Free to be fair, "easily forced" to be greedy [with Stijn van Osselaer]
  • Negative effects of incongruent identity cues [with Stefano Puntoni and Americus Reed]

Publications in Dutch - selected

  • M.A. Tuk, P.W.J. Verlegh, A. Smidts & D.H.J. Wigboldus (2009). Wat gebeurt er als je consumenten beloont voor mond tot mond reclame? Ontwikkelingen in het Marktonderzoek: Jaarboek 2009 van de Marktonderzoek Associatie, 34, 119-132.
  • G. Schellekens, P.W.J. Verlegh & A. Smidts (2007) “Heb ik je al verteld over m’n shirt?”: Vertekende Taalabstractie in Mond-tot-Mond Communicatie. Jaarboek Sociale Psychologie, 7, 311-324
  • C. van Binsbergen & P.W.J. Verlegh (2006) Hoe win je een spelletje Domino? Marketing Tribune , 2006
  • P.W.J. Verlegh & C. Buijs (2005). Mission accomplished: het stimuleren van mond-tot-mond reclame. Markeur, 2005 (4), 12-13
  • J. van Rekom, G. Jacobs, P.W.J. Verlegh & T. van Steekelenburg (2005), Het meten en bewaken van de essentie van een merk. Ontwikkelingen in het Marktonderzoek: Jaarboek van de Marktonderzoek Associatie, 101-116
  • M.A. Tuk, A. Smidts, P.W.J. Verlegh, & D.H.J. Wigboldus (2005), Vriendelijke verkopers of verkopende vrienden: Een kwestie van perceptie? Jaarboek Sociale Psychologie, 4, 431-438
  • M. Schuring & P.W.J. Verlegh (2005) Reclame voor Rotterdam? Markeur , 2005 (2), 4-5
  • P.W.J. Verlegh (2003), Hollandse tomaten in Duitse winkels: Het afstemmen van imago en claimsterkte in advertenties. Ontwikkelingen in het Marktonderzoek: Jaarboek van de Marktonderzoek Associatie, 193-207.
  • P.W.J. Verlegh (2003). Adverteren voor het OTC-farmamerk. Medifacts, 2003 (3), p. 1
  • T. Nguyen & P.W.J. Verlegh (2003) Als je commercial op TV is, maar er is niemand die ernaar kijkt, maak je dan reclame? Markeur, 2003 (3), 8-10
  • J. Kreukniet, C. Verkerk & P.W.J. Verlegh (2003) To buzz or not to buzz. Markeur, 2003 (1), 8-9
  • S. Nobel & P.W.J. Verlegh (2002) De psychologie van het merk: waarom je meer kunt met minder Interface , 19 (1), 20-23
  • P.W.J. Verlegh (2000). Waarom nationale identificatie niet altijd leidt tot positieve ingroup bias. Fundamentele Sociale Psychologie, 14, 11-16


Invited presentations / research seminars

  • HEC Paris
  • Arizona State University
  • University of Colorado - Boulder
  • Catholic University of Leuven
  • Radboud University Nijmegen
  • University of Twente
  • University of Tilburg
  • Delft University of Technology
  • Wageningen University
  • Institute for Sales and Account Management (Erasmus University Rotterdam)

Teaching

Service

  • Academic Director MScBA Marketing Management 
  • Member, Erasmus University Libary committee
  • Editorial Review Board member: International Marketing Review
  • Occasional Reviews: a/o Advances in Consumer Research, International Journal of Research in Marketing, Journal of Consumer Research, Marketing Letters.