Rotterdam school of Management, Erasmus University compact logo
Photo
Bram Van den Bergh
Associate Professor of Marketing
Rotterdam School of Management (RSM)
Erasmus University Rotterdam

More information

Profile

Bram Van den Bergh studies how we make decisions. Using frameworks borrowed from psychology, economics, and biology, he attempts to uncover the fundamental drivers of our behavior. He published his research in international journals such as the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Marketing and Marketing Science. He is a member of the editorial review board of the Journal of Consumer Research and currently serves as Associate Editor at the Journal of Consumer Psychology as well as at the International Journal of Research in Marketing. Dr. Van den Bergh obtained his Phd at KULeuven (Belgium) and joined Rotterdam School of Management in 2009.

Publications

Academic (20)
  • Chun, L., Lembregts, C., & Van den Bergh, B. (2024). Mind over minutes: The effect of task duration consideration on task delay. Journal of Consumer Psychology, 34(3), 502-509. https://doi.org/10.1002/jcpy.1390

  • Esterzon, E., Lemmens, A., & Van den Bergh, B. (2023). Enhancing donor agency to improve charitable giving: Strategies and heterogeneity. Journal of Marketing, 87(4), 636-655. https://doi.org/10.1177/00222429221148969

  • Caprioli, S., Fuchs, C., & Van den Bergh, B. (2023). On Breaking Functional Fixedness. How the Aha! Moment Enhances Perceived Product Creativity and Product Appeal. Journal of Consumer Research, 50(1), 48-69. https://doi.org/10.1093/jcr/ucad010

  • Stuppy, A., & Van Den Bergh, B. (2022). How sampling high- and low-quality products affects enjoyment. Psychology and Marketing, 39(4), 726-740. https://doi.org/10.1002/mar.21616

  • Tuk, M., Prokopec, S., & Van den Bergh, B. (2021). Do versus Don't: The Impact of Framing on Goal Level Setting: Journal of Consumer Research, Volume 47, Issue 6, April 2021, Pages . Journal of Consumer Research, 1003–1024. https://doi.org/10.1093/jcr/ucaa050, https://doi.org/10.1093/jcr/ucaa050

  • Lembregts, C., & Van den Bergh, B. (2019). Making Each Unit Count: The Role of Discretizing Units in Quantity Expressions. Journal of Consumer Research, 45(5), 1051-1067. https://doi.org/10.1093/jcr/ucy036

  • Van den Bergh, B., Heuvinck, N., Schellekens, GAC., & Vermeir, I. (2016). Altering Speed of Locomotion. Journal of Consumer Research, 43(3), 407-428. https://doi.org/10.1093/jcr/ucw031

  • van der Lans, RJA., Van den Bergh, B., & Dieleman, E. (2014). Partner Selection in Brand Alliances: An Empirical Investigation of the Drivers of Brand Fit. Marketing Science, 33(4), 551-566. https://doi.org/10.1287/mksc.2014.0859

  • Aspara, J., & Van den Bergh, B. (2014). Naturally designed for masculinity vs. femininity? Prenatal testosterone predicts male consumers' choices of gender-imaged products. International Journal of Research in Marketing, 31(1), 117-121. https://doi.org/10.1016/j.ijresmar.2013.09.001

  • Evangelidis, I., & Van den Bergh, B. (2013). The number of fatalities drives disaster aid: Increasing sensitivity to people in need. Psychological Science, 24(11), 2226-2234. https://doi.org/10.1177/0956797613490748

  • Boksem, M., Mehta, PH., Van den Bergh, B., van Son, V., Trautmann, ST., Roelofs, K., Smidts, A., & Sanfey, AG. (2013). Testosterone Inhibits Trust but Promotes Reciprocity. Psychological Science, 24(11), 2306-2314. https://doi.org/10.1177/0956797613495063

  • Millet, K., Lamey, L., & Van den Bergh, B. (2012). Avoiding negative vs. achieving positive outcomes in hard and prosperous economic times. Organizational Behavior and Human Decision Processes, 117(2), 275-284. https://doi.org/10.1016/j.obhdp.2011.11.008

  • Janssens, K., Pandelaere, M., Van den Bergh, B., Millet, K., Lens, I., & Roe, K. (2011). Can Buy Me Love: Mate attraction goals lead to perceptual readiness for status products. Journal of Experimental Social Psychology, 47(1), 254-258. https://doi.org/10.1016/j.jesp.2010.08.009

  • Van den Bergh, B., Schmitt, J., & Warlop, L. (2011). Embodied Myopia. Journal of Marketing Research, 48(6), 1033-1044. https://doi.org/10.1509/jmr.09.0503

  • Griskevicius, V., Tybur, J., & Van den Bergh, B. (2010). Going green to be seen: Status, reputation, and conspicuous conservation. Journal of Personality and Social Psychology, 98(3), 392-404. https://doi.org/10.1037/a0017346

  • Pandelaere, M., Millet, K., & Van den Bergh, B. (2010). Madonna or Don McLean? The effect of order of exposure on relative liking. Journal of Consumer Psychology, 20(4), 442-451. https://doi.org/10.1016/j.jcps.2010.07.003

  • Van den Bergh, B., Dewitte, S., & Warlop, L. (2008). Bikinis instigate generalized impatience in intertemporal choice. Journal of Consumer Research, 35(1), 85-97. https://doi.org/10.1086/525505

  • Van den Bergh, B., & Dewitte, S. (2006). The robustness of the ‘Raise-The-Stakes’ strategy: Coping with exploitation in noisy Prisoner’s Dilemma Games. Evolution and Human Behavior, 27(1), 19-28. https://doi.org/10.1016/j.evolhumbehav.2005.04.006

  • Van den Bergh, B., & Dewitte, S. (2006). Digit ratio (2D:4D) moderates the impact of sexual cues on men's decisions in ultimatum games. Proceedings of the Royal Society of London Series B-Biological Sciences, 273, 2091-2095. https://doi.org/10.1098/rspb.2006.3550

  • Van den Bergh, B., Dewitte, S., & De Cremer, D. (2006). Are prosocials unique in their egalitarianism? The pursuit of equality in outcomes among individualists. Personality and Social Psychology Bulletin, 32(9), 1219-1231. https://doi.org/10.1177/0146167206289346

Professional (6)
Academic (1)
  • Griskevicius, V., Ackerman, J., Van den Bergh, B., & Li, YJ. (2011). Fundamental motives and business decisions. In G. Saad (Ed.), Evolutionary Psychology in the Business Sciences (pp. 1033-1044). Springer-Verlag.

Popular (1)

Activities

  • Audencia
    Start date approval: 01 Mar 2024
    End date approval: 28 Feb 2027
    Place: NANTES
    Description: providing research support with junior scholars
  • International Journal of Research in Marketing (Journal)
    Bram Van den Bergh (Member of editorial board)
    01 Aug 2021

    Activity: Editorial work (Academic)

  • Journal of Consumer Psychology (Journal)
    Bram Van den Bergh (Member of editorial board)
    01 Jan 2021

    Activity: Editorial work (Academic)

  • Journal of Consumer Research (Journal)
    Bram Van den Bergh (Member of editorial board)
    01 Jan 2014

    Activity: Editorial work (Academic)

Awards

Courses

Influencing People: psychology and practice

  • Study year: 2024/2025, 2023/2024, 2022/2023, 2021/2022
  • Code: B3MIN1017
  • Level: Bachelor, Bachelor 3, Bachelor 3

Consumer Behaviour

  • Study year: 2024/2025, 2023/2024
  • Code: BM01MM
  • Level: ERIM, Exchange, IM/CEMS, Master

Consumer Marketing Research

  • Study year: 2024/2025, 2023/2024
  • Code: BM02MM
  • Level: ERIM, Exchange, IM/CEMS, Master

Marketing Strategy

  • Study year: 2024/2025, 2023/2024
  • Code: BM04MM
  • Level: ERIM, Exchange, IM/CEMS, Master

Marketing Strategy Research

  • Study year: 2024/2025, 2023/2024
  • Code: BM05MM
  • Level: ERIM, Exchange, IM/CEMS, Master

Thesis Topic Development

  • Study year: 2024/2025, 2023/2024
  • Code: BM06MM
  • Level: Master

Psychologie & Organisatie PT

  • Study year: 2024/2025, 2023/2024, 2022/2023, 2021/2022
  • Code: BM25MIM-P
  • ECTS: 4 Level: Master

MM Master Thesis

  • Study year: 2024/2025, 2023/2024
  • Code: BMMTMM
  • Level: Master

Marketing Management Thesis Clinic

  • Study year: 2024/2025, 2023/2024
  • Code: BMRMMM
  • Level: Master

Past courses

Advertising and Communication

  • Study year: 2023/2024, 2022/2023, 2021/2022, 2020/2021, 2019/2020, 2018/2019, 2017/2018, 2016/2017, 2015/2016
  • Code: BMME053
  • Level: Master, Master, Master, Master

Current Topics in Marketing Research

  • Study year: 2020/2021, 2019/2020, 2018/2019, 2016/2017
  • Code: BERMASC040
  • ECTS: 5 Level: Master, PhD

Influencing people: psychology and practice

  • Study year: 2020/2021, 2019/2020, 2018/2019, 2017/2018, 2016/2017, 2015/2016
  • Code: BKBMIN017
  • Level: Bachelor, Bachelor 3, Bachelor 3

Marketing Honours Class

  • Study year: 2018/2019, 2017/2018, 2016/2017, 2015/2016
  • Code: BMHONMM
  • ECTS: 10 Level: Master

Featured in the media

  • The Secret to Fundraising: Allow Donors to Choose How Their Money Is Spent

    Empowering Donors: How Allowing Choice Boosts Charitable Fundraising

  • When feeling guilty and regretful can boost our goal-achievement rate

    Setting vague goals that are inconsistent with your object, can actually be a good thing, as this study showed. If the pandemic has inspired you to run a half-marathon in the new year, or take up virtual Pilates and want to get…

  • Asking yourself how many times you’ll skip the gym is the best motivation to go

    We all set goals for ourselves that we often do not meet. However, according to new research from the RSM, Erasmus University, honestly asking yourself what you won’t do is the key to successfully meeting your goal. Most people…

  • Hoe weet de consument wie z'n beloftes nakomt?

    For many food companies, sustainable goals are a central part of their marketing strategy. This is a good trend, but it is not always easy for consumers to estimate the value of these sustainable goals and promises of companies.…

  • Supermarkets have a trick to control how quickly (or slowly) you walk around

    Research conducted by Associate Professor of Marketing Bram Van den Bergh of RSM, discussing that retail managers can persuade their customers to walk at the ideal pace (either more quickly or slowly), simply by changing lines and…

  • Research reveals how supermarkets control our speed of walking

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

  • Here's the trick that supermarkets use to control how quickly (or slowly) you walk

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

  • Study finds that supermarkets can control shoppers' walking speed down aisles

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

  • Ideale winkelsnelheid met vloermarkering

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

  • Snel langs het goedkope spul in de winkel

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

  • ​‘Winkels met vloermarkering verkopen meer’

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

  • Supermarkets have a trick to control how quickly (or slowly) you walk

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

  • Research reveals how supermarkets control our speed of walking

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

  • Erasmus University (RSM) onderzoekt vloermarkeringen in winkels

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

  • Hoe stuur je klanten met het juiste tempo door een winkel?

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

  • 'Vloermarkering leidt klant op ideale snelheid door winkel'

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

  • Is uw winkelsnelheid al geoptimaliseerd?

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

  • Research Finds How Supermarkets Can Control our Speed of Walking

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

  • Een Rotterdamse onderzoeker ontdekte hoe je de loopsnelheid van klanten in een supermarkt kunt manipuleren

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

  • Vloermarkeringen beïnvloeden koopgedrag

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

  • Hoe stuur je klanten met het juiste tempo door een winkel?

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

  • Zo laat je klanten precies snel genoeg door een winkel lopen

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

  • Zo kunnen winkeliers jouw looptempo (en kooptempo) beïnvloeden

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

  • Ideale klant loopt op juiste snelheid

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

  • Tricks of the trade

    Research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the floor…

  • Dit is hoe winkels de vloeren gebruiken om je koopgedrag te beïnvloeden

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

  • Lijnen op winkelvloer bepalen ons koopgedrag

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

  • Nowa sztuczka sklepów. Ludzie bezwiednie... zwalniają

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

  • Stores change floors to make you spend more

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

  • Stores use secret floor patterns to slow down shoppers and make them spend more

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

  • How sneaky shops use floor markings to trick you into spending more time – and money – in store

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

  • High street shops use 'secret' floor patterns to make customers linger longer and spend more money

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

  • High street shops use 'secret' floor patterns to make customers linger longer and spend more money

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

  • Bespoke flooring can slow speedy shoppers, new research shows

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

  • Stores can control how fast we browse their products

    New research by academics in France, Belgium and the Netherlands explores how retailers could have the power to modulate our walking speed in shops. It demonstrates, for example, that changing the distances between lines on the…

Featured on RSM Discovery

How to discourage online customers from ‘putting it off’

Customers often repeatedly delay getting on with doing quick online tasks like booking appointments, placing orders, or submitting reviews and feedback.

Charities can boost the effectiveness of their fundraising campaigns by empowering their donors

Allowing donors to choose the charitable project to which their gifts will be dedicated increase fundraising revenues by over 40%