Profile
Anne-Kathrin Klesse obtained her PhD from Maastricht University and then worked at Tilburg University as an Assistant Professor in Marketing. In October 2016, she joined Rotterdam School of Management, Erasmus University. She frequently spends time at Stanford Graduate School of Business as a visiting scholar.
In her research, Anne-Kathrin studies consumer judgement and decision making. In one stream of research, she investigates how we can nudge consumers to make "better" decisions, such as saving money, eating healthier or making sustainable consumption choices. Here, she considers a broad set of factors, such as the language in which information is received or the way in which consumers express their decisions (e.g., by speaking or button pressing). Most of her ongoing research attempts to understand how technology impacts consumer decision-making. For instance, she explores whether different device interfaces (e.g., voice-operated versus touch-, or click-operated) prompt different decisions. Moreover, she investigates customers’ perceptions of and reactions to product recommendations generated by algorithms (vs. humans). Her research has been awarded with the prestigious VENI grant (by NWO) and was published in leading Marketing journals, such as Journal of Consumer Research (JCR), Journal of Marketing Research (JMR), and Journal of Marketing (JM).
Anne-Kathrin currently teaches Marketing Beyond Borders: Managing Cross Cultural Challenges in the Marketing Management Programme, co-organizes the Honours Program, and gives (guest) lectures on Consumer Behavior and Experimental Research.
She is a member of the Psychology of AI lab from the Erasmus Centre of Data Analytics (ECDA).
Publications
Article (7)
Academic (7)
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Emily Garbinsky (2021). How (and When) the Presence of Food Decreases Enjoyment of Customer Experiences. Journal of Marketing Research, 58(4), 705-720. https://doi.org/10.1177%2F00222437211010465
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Klesse, A. K., Cornil, Y., Dahl, DW., & Gros, N. (2019). The Secret Ingredient Is Me: Customization Prompts Self-Image-Consistent Product Perceptions. Journal of Marketing Research, 56(5), 879-893. https://doi.org/10.1177/0022243719846063
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Gai, PJ., & Klesse, A. K. (2019). Making Recommendations More Effective Through Framings: Impacts of User- versus Item-Based Framings on Recommendation Click-Throughs. Journal of Marketing, 83(6), 61-75. https://doi.org/10.1177/0022242919873901
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Geipel, J., Hadjichristidis, C., & Klesse, A. K. (2018). Barriers to sustainable consumption attenuated by foreign language use. Nature Sustainability, 2018(1), 31-33. https://doi.org/10.1038/s41893-017-0005-9
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Klesse, A. K., Levav, J., & Goukens, C. (2015). The Effect of Preference Expression Modalities on Self-Control. Journal of Consumer Research, 42(4), 535-50.
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Garbinsky, EN., Klesse, A. K., & Aaker, J. (2014). Money in the Bank: Feeling Powerful Increases Saving. Journal of Consumer Research, 38(6), 1047-62.
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Klesse, A. K., Goukens, C., Geyskens, K., & de Ruyter, K. (2012). Repeated Exposure to the Thin Ideal and Implications for the Self: Two Weight Loss Program Studies. International Journal of Research in Marketing, 29(4), 355-62.
Review article (1)
Academic (1)
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Goukens, C., & Klesse, A. K. (2022). Internal and external forces that prevent (vs. Facilitate) healthy eating: Review and outlook within consumer Psychology. Current Opinion in Psychology, 46, [101328]. https://doi.org/10.1016/j.copsyc.2022.101328
Courses
BSc Project Behavioural Experts
- Study year: 2022/2023
- Code: B3T3103
- Level: Bachelor 3, Bachelor 3
Technology Augmented Behaviour
- Study year: 2022/2023
- Code: B3T3104
- Level: Bachelor 3, Bachelor 3, Bachelor 3
Past courses
Marketing Beyond Borders: Managing Cross Cultural Challenges
- Study year: 2020/2021, 2016/2017
- Code: BMME103
- ECTS: 6 Level: Master, Master, Master, Master
Marketing Honours Class
- Study year: 2020/2021, 2019/2020, 2017/2018, 2016/2017
- Code: BMHONMM
- ECTS: 10 Level: Master, Master, Master, Master
Specialization Module on Consumer Behavior
- Study year: 2017/2018
- Code: BERMASC039
- ECTS: 3 Level: Master
Featured in the media
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Presence of food may decrease enjoyment of customer experiences, study
Anne-Kathrin Klesse, Associate Professor of Marketing Management at RSM, was the co-author of a study which showed that the presence of food decreases the enjoyment of a target experience across a wide array of consumption…
Tuesday, 23 November 2021 -
Making Recommendations More Effective through Framings: Impacts of User- versus Item-Based Framings on Recommendation Click-Throughs
An article written on research co-conducted by Anne-Kathrin Klesse of RSM. The research discusses that user-based framing of recommendations provides additional information on taste matching to customers compared to item-based…
Tuesday, 14 April 2020 -
Research: customisation isn’t always positive for consumers
An interview with Anne-Kathrin Klesse regarding her new research that shows customisation influences product perception of consumers .“Customizers who view themselves as unhealthy eaters perceived a customised muesli as less…
Friday, 31 January 2020 -
Why customization isn’t always positive
Technological advances allow customers to determine specific product characteristics by choosing particular ingredients, features or design elements in helping to build a product outcome. Retail stores (such as Pinkberry),…
Monday, 27 January 2020 -
The Science Behind "Recommended for You"
Phyliss Jia Gai, doctoral candidate in Marketing Management at RSM, and Anne-Kathrin Klesse, Assistant Professor of Marketing Management at RSM, have written the article 'The Science Behind "Recommended for You"'. The article…
Wednesday, 2 October 2019 -
Insectenburger smaakt wel in het Engels
Anne-Kathrin Klesse, Assistant Professor in Marketing at RSM, has conducted a study which shows that describing sustainable but repulsive products in a second language ensures that people are more inclined to eat them. …
Saturday, 3 March 2018 -
Lezers: liever helemaal niets, dan insectenhap eten
Anne-Kathrin Klesse, Assistant Professor in Marketing at RSM, has conducted a study from which shows that describing sustainable but repulsive products in a second language ensures that people are more inclined to eat them. …
Thursday, 1 March 2018 -
Uitslag Stelling: ’Wat de boer niet kent...’
This article mentions the study conducted by Anne-Kathrin Klesse, Assistant Professor in Marketing at RSM, which shows that the consumer is more willing to eat mealworms or in vitro meat if it has a product description in another…
Thursday, 1 March 2018 -
Meelwormenkoekjes? Getsie, Insect Based Cookies, Lekker!
Anne-Kathrin Klesse, Assistant Professor in Marketing at RSM, has conducted a study from which shows that describing sustainable but repulsive products in a second language ensures that people are more inclined to eat them. …
Wednesday, 28 February 2018 -
Vies eten lekkerder in andere taal
Anne-Kathrin Klesse, Assistant Professor in Marketing at RSM, has conducted a study from which shows that describing sustainable but repulsive products in a second language ensures that people are more inclined to eat them. This…
Wednesday, 28 February 2018 -
Duurzame Maar 'Walgelijke' Producten Worden Aantrekkelijker In Een Tweede Taal
Anne-Kathrin Klesse, Assistant Professor in Marketing at RSM, has conducted a study from which shows that describing sustainable but repulsive products in a second language ensures that people are more inclined to eat them. …
Wednesday, 28 February 2018 -
Beschrijving in andere taal maakt afstotelijke producten aantrekkelijker
Anne-Kathrin Klesse, Assistant Professor in Marketing at RSM, has conducted a study from which shows that describing sustainable but repulsive products in a second language ensures that people are more inclined to eat them. …
Tuesday, 27 February 2018 -
Duurzame maar 'weerzinwekkende' producten aantrekkelijker in tweede taal
Anne-Kathrin Klesse, Assistant Professor in Marketing at RSM, has conducted a study from which shows that describing sustainable but repulsive products in a second language ensures that people are more inclined to eat them. …
Tuesday, 27 February 2018 -
Business school RSM hosting open day for professionals
This Saturday RSM, according to the Financial Times one of Europe’s top 10 business schools, is organising an open day for professionals aimed at helping them gain insight in how they can further develop their business skills. On…
Friday, 12 May 2017 -
Business school RSM organiseert open dag voor professionals
This Saturday RSM, according to the Financial Times one of Europe’s top 10 business schools, is organising an open day for professionals aimed at helping them gain insight in how they can further develop their business skills. On…
Thursday, 11 May 2017
Featured on RSM Discovery
The presence of food while listening to music or watching a movie, makes you like the music or the movie less. Why is that?
Vodcast with Anne Klesse on algorithmic recommendations.
Do you want to make healthier food choices? Maybe you should change the way you make those decisions.
On-line shops frequently provide customers with product recommendations accompanied by a explanation of why they recommend the product.
According to new research the impact of product customization is more multi-faceted and depends on the type of customers.
Insect cookies, artificial meat and recycled water sound less repulsive to consumers when presented in a second language.
