Dr Anne-Kathrin Klesse

Anne-Kathrin Klesse

Associate Professor
Rotterdam School of Management (RSM)
Erasmus University Rotterdam

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).

Professional experience

Associate Professor

Erasmus University Rotterdam
RSM - Rotterdam School of Management
Department of Marketing Management

Publications

Scholarly Publications (6)

Media

Media items

  • 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…

  • 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…

  • 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),…

  • 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…

  • 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.

  • 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.

  • 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…

  • 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.

  • 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…

  • 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.

  • 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.

  • 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.

  • 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…

  • 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…

Discovery items

VIDEO: Do Siri and Alexa make your food choices healthier or unhealthier?

Do you want to make healthier food choices? Maybe you should change the way you make those decisions.

‘Recommended for you’: where does it come from?

On-line shops frequently provide customers with product recommendations accompanied by a explanation of why they recommend the product.

Why customization isn’t always positive

According to new research the impact of product customization is more multi-faceted and depends on the type of customers.

Sustainable – but ‘disgusting’ – products become more attractive in a second language

Insect cookies, artificial meat and recycled water sound less repulsive to consumers when presented in a second language.

Courses

Marketing Honours Class

  • Study year: 2020/2021, 2019/2020, 2018/2019, 2017/2018, 2016/2017
  • Code: BMHONMM
  • ECTS: 10 Level: Master, Master, Master, Master

Marketing Beyond Borders: Managing Cross Cultural Challenges

  • Study year: 2020/2021, 2018/2019, 2016/2017
  • Code: BMME103
  • ECTS: 6 Level: Master, Master, Master, Master

Past courses

Specialization Module on Consumer Behavior

  • Study year: 2019/2020, 2017/2018
  • Code: BERMASC039
  • ECTS: 3 Level: Master