Rotterdam school of Management, Erasmus University compact logo

Dr Ana Martinovici, an Assistant Professor of Marketing at Rotterdam School of Management, Erasmus University (RSM) has been awarded a grant of €3,000 and 36 hours of eScience Center expertise from the Netherlands eScience Center Fellowship to improve the usage of eye-tracking research software, as part of her research into the role played by human attention in decision-making processes in RSM’s department of Marketing Management.

Ana’s Fellowship project is entitled ‘Good Practices for Eye-tracking Research Software’ and aims to improve numerical reproducibility of eye-tracking research by developing automated solutions for working with eye-movement data. This kind of data is collected and used by researchers in marketing – for example in improving online shopping and the effectiveness of advertising. Increasing the numerical reproducibility of research results would improve current techniques used within the research community that explores visual attention.

Dr Martinovici’s research and expertise are at the intersection of consumer behaviour, marketing modelling, and consumer neuroscience. She focuses on the role of attention in consumer choice processes. She develops dynamic Bayesian models calibrated on eye-tracking data to gain access to the otherwise unobservable utility accumulation process that takes place during consumer choice. The results show that the allocation of attention during choice reveals what consumers find important, what they like, and predicts what they eventually choose.

Dr Ana Martinovici is one of the Fellows in the 2022-2023 cohort of academics who want to make a difference in improving the awareness, expertise, or state of research software within their lab, institute or academic community. The Netherlands eScience Center helps with research software that can be code, script, package, tool, library, or programme written for research. A total of 16 other Fellows received a 2022-2023 award in addition to Ana.

Ana Martinovici has a PhD in Marketing, a Research Master in Business (Marketing), and a Master in Econometrics and Mathematical Economics from Tilburg University.

More information

Rotterdam School of Management, Erasmus University (RSM) is one of Europe’s top-ranked business schools. 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 can become a force for positive change by carrying their innovative mindset into a sustainable future. Our first-class range of bachelor, master, MBA, PhD and executive programmes encourage them to become critical, creative, caring and collaborative thinkers and doers.

For more information about RSM or this release, please contact Erika Harriford-McLaren, communications manager for RSM, on +31 10 408 2877 or by email at

Companies , Faculty & Research , Homepage , In the spotlight , International , Newsroom , Marketing Management , China