Award for PhD marketing research on effectiveness of reminders

Dr Daniel Fernandes has won a 2015 Emerald/EFMD Outstanding Doctoral Research Award for his PhD research The functions and dysfunctions of memory cues with which he graduated from Rotterdam School of Management, Erasmus University (RSM) in 2013.

Fernandes’ research was chosen for the award by the editorial team of Management Decision, as the joint winner of the 2015 Emerald/EFMD Outstanding Doctoral Research Award in the Management and Governance category. He received the prize based on two research papers.

In the first paper, which was published in the Journal of Consumer Psychology, Fernandes covers which method to remember what to buy works better for consumers: relying on their memory and use the search bar in an online shop, or by scrolling through the store offerings to be reminded of what they have to buy by the stimulus of seeing the product?

Memory cues

According to Fernandes, it turns out the memory-based approach doesn’t work when you shop for things you do not buy very often. The stimuli-based approach works better, he demonstrates.

The second paper researches the effectiveness of reminders. Consumers often use reminders to remember to pay the bills on time, renew subscriptions, and act on early bird specials. “This prize motivates me to do more research on the topic of memory, goals and reminders,” said Fernandes, who is now a faculty member at Catolica Lisbon. “I’m also conducting studies to test the process, boundary conditions and real-life implications of the effect.”

Winners of the 2015 Emerald/EFMD Outstanding Doctoral Research Awards received a cash prize of €1,500 and a certificate. For his PhD research, Fernandes was supervised by RSM professors Stefano Puntoni and Stijn van Osselaer.

More information

Rotterdam School of Management, Erasmus University (RSM) is one of Europe’s leading business schools, and ranked among the top three for research. RSM provides ground-breaking research and education furthering excellence in all aspects of management and is based in the international port city of Rotterdam – a vital nexus of business, logistics and trade. RSM’s primary focus is on developing business leaders with international careers who carry their innovative mindset into a sustainable future thanks to a first-class range of bachelor, master, MBA, PhD and executive programmes. RSM also has offices in Chengdu, China, and Taipei, Taiwan.

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