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Dr. Martinovici is an Assistant Professor of Marketing at the Rotterdam School of Management, Erasmus University (The Netherlands). She holds a PhD degree in Marketing and two master’s degrees (Econometrics and Mathematical Economics, and Marketing), from Tilburg University (The Netherlands). Dr. Martinovici’s research focuses on the role of attention in consumer choice processes. She develops dynamic Bayesian models calibrated on eye-tracking data to gain access to otherwise unobservable utility accumulation processes that take place during choice. For more information, please visit


Academic (3)
  • Loenneker, H. D., Buchanan, E. M., Martinovici, A., Primbs, M. A., Elsherif, M. M., Baker, B. J., Dudda, L. A., Đurđević, D. F., Mišić, K., Peetz, H. K., Röer, J. P., Schulze, L., Wagner, L., Wolska, J. K., Kührt, C., & Pronizius, E. (2024). We don't know what you did last summer. On the importance of transparent reporting of reaction time data pre-processing. Cortex, 172, 14-37.

  • Martinovici, A., Pieters, R., & Erdem, T. (2023). Attention Trajectories Capture Utility Accumulation and Predict Brand Choice. Journal of Marketing Research, 60(4), 625-645.

  • Speer, S., Martinovici, A., Smidts, A., & Boksem, M. (2023). The acute effects of stress on dishonesty are moderated by individual differences in moral default. Scientific Reports, 13(1), Article 3984.


Current Topics in Marketing Research

  • Study year: 2023/2024, 2022/2023
  • Code: BERMASC040
  • ECTS: 5 Level: PhD

Analyzing Digital Footprints

  • Study year: 2023/2024, 2022/2023, 2021/2022
  • Code: BM25BAM
  • Level: Master

Digital Footprints of Consumer Preferences

  • Study year: 2023/2024, 2022/2023, 2021/2022, 2020/2021, 2019/2020, 2018/2019
  • Code: BMME129
  • Level: Master, Master, Master, Master

Past courses

Analyzing Digital Footprints - Extra assignment

  • Study year: 2021/2022
  • Code: BM25BAME
  • Level: Master

OLD STYLE Analyzing Digital Footprints

  • Study year: 2021/2022, 2020/2021
  • Code: BM15BAM
  • ECTS: 6 Level: Master

Marketing Strategy Research

  • Study year: 2020/2021
  • Code: BM05MM
  • ECTS: 4 Level: ERIM, Exchange, IM/CEMS, Master

Modern Applied Statistics

  • Study year: 2018/2019
  • Code: BERMAMC018
  • ECTS: 4 Level: Master