Dr Maarten Boksem

Maarten Boksem

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

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Profile

I have a broad interest in human behaviour and in how the brain orchestrates this behaviour. My research topics range from the neural mechanisms of performance monitoring to the effects of mental fatigue on cognition, to the effects of social status on behaviour, to the effects on hormones on decision-making, to whether we can use brain measurements from just a few individuals to say something about how the population at large will behave.

Over the last several years I have become interested in Neuroeconomics (the branch of neuroscience that studies decision-making), and what is now called Consumer Neuroscience (how knowledge of Neuroeconomics may tell us something about how groups of individuals may respond to persuasive messages and how this might affect their choice behaviour). My main lines of research in these fields focusses on two central questions: can we predict market behaviour from brain activity (and do such neural measures add anything to more traditional measures), and do brain measurements reveal additional evaluative information about stimuli (persuasive messages such as commercials), which cannot be obtained through self-report measures? We find that it is indeed possible to predict the behaviour of large numbers of individuals in the population from brain data obtained from a limited number of students in our lab, and that these brain measures increase accuracy of predicting both individual and population behaviour compared to self-report measures alone. Moreover, we find that, using multivariate approaches to analyses of fMRI and EEG data, it is possible to extract information from the brain that reveals which emotions were elicited by the stimulus, which mental representations were activated, and how these emotions and representations predict preference and choice, both at the individual level, as well as in the population at large.

Professional experience

Associate Professor

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

Publications

Key Publications (7)

Professional Publications (3)

Scholarly Publications (48)

Work in Progress

  • S.P.H. Speer & M.A.S. Boksem (2019). Decoding fairness motivations from multivariate brain activity patterns. In Social Cognitive and Affective Neuroscience . Oxford University Press

Recognition

Editorial positions

  • Frontiers in Cognition

    Editor

Media

Media items

  • Voorspelt EEG filmsucces?

    The research of Maarten Boksem and Ale Smidts regarding neuroimaging technologies, such as EEG machines can reveal information that is not obtainable through conventional marketing surveys. How well could these results predict the...

  • 8 nieuwe wetenschappelijke inzichten voor je (e-mail)marketing

    The SWOCC symposium presents researches studying the basic operation of commercial communications. One of the presenters is Maarten Boksem studying brain activity patterns explicitly associated with emotions, which of course...

  • Machine learning technology allows us to track emotional experiences

    An article that discusses new research conducted by Esther Eijlers, Maarten Boksem and Ale Smidts of RSM into Artificial Intelligence, more specifically on how human emotions may be tracked and measured. The innovative new method...

  • Emotionele ervaringen van klanten meten met EEG

    An article that discusses new research conducted by Esther Eijlers, Maarten Boksem and Ale Smidts of RSM into Artificial Intelligence, more specifically on how human emotions may be tracked and measured. The innovative new method...

  • Wetenschappers RSM Erasmus ontwikkelen EEG-emotie-meter

    An article that discusses new research conducted by Esther Eijlers, Maarten Boksem and Ale Smidts of RSM into Artificial Intelligence, more specifically on how human emotions may be tracked and measured. The innovative new method...

  • Using AI to Track Emotional Experiences

    An article that discusses new research conducted by Esther Eijlers, Maarten Boksem and Ale Smidts of RSM into Artificial Intelligence, more specifically on how human emotions may be tracked and measured. The innovative new method...

  • Met 62 elektroden emoties meten voor betere reclameboodschappen

    Esther Eijlers, Maarten Boksem and Ale Smidts from RSM say that they have now developed a new method that measure emotions in the brain in real time and monitored with the help of electroencephalography (EEG). According to the...

  • Inzicht krijgen in emoties met nieuwe EEG-methode

    Ale Smidts, Maarten Boksem and Esther Eijlers of RSM have developed a method whereby emotions in the brain can be measured directly with the help of EEG. This method is discussed in the article

  • Meekijken in het hoofd van de consument: het kan nu

    An article that discusses new research conducted by Esther Eijlers, Maarten Boksem and Ale Smidts of RSM into Artificial Intelligence, more specifically on how human emotions may be tracked and measured. The innovative new method...

  • [Onderzoek] ‘Erasmus University (RSM) heeft een algoritme ontwikkeld om emotionele ervaringen van klanten te meten’

    An article that discusses new research conducted by Esther Eijlers, Maarten Boksem and Ale Smidts of RSM into Artificial Intelligence, more specifically on how human emotions may be tracked and measured. The innovative new method...

  • [Onderzoek] Emotionele ervaringen van klanten meten met EEG

    An article that discusses new research conducted by Esther Eijlers, Maarten Boksem and Ale Smidts of RSM into Artificial Intelligence, more specifically on how human emotions may be tracked and measured. The innovative new method...

  • EMOTIES VOORSPELLEN MET ALGORITME VAN HERSENSIGNALEN

    An article that discusses research conducted by Ale Smidts, Maarten Boksem and Esther Eijlers of RSM on EEG.

  • Machine learning technology allows us to track emotional experiences

    Human emotions can now be tracked and measured, according to research from RSM. Developed by Ester Eijlers, Maarten Boksem and Ale Smidts of RSM, the innovative new method uses electroencephalography (EEG) to chart emotional...

  • Machine learning could soon be capable of tracking human emotion

    It may now be possible to utilise machine learning to successfully track how someone feels. Researchers from RSM have developed a new method to track and measure emotions in the brain using electroencephalography (EEG), a way of...

  • USING AI TO TRACK EMOTIONAL EXPERIENCES

    An article that discusses the research conducted by Esther Eijlers, Maarten Boksem and Ale Smidts of RSM suggesting that AI may be used to track emotional experiences.

  • WAAROM WE BEPAALDE FILMPJES BOEIEND VINDEN

    If we find a trailer or an advertisement fascinating, then our brains show the same pattern, according to researchers from RSM. We are mainly stimulated in the brain areas that are associated with the processing of emotions and...

  • Hersenscans laten zien of een video ons boeit

    Ale Smidts, Maarten Boksem and Hang-Yee Chan have measured how our brains respond to TV commercials. It appears that the brains of different people react identically when they see exciting videos, according to their research....

  • Hersenonderzoek: een emotioneel filmpje mét een verhaal boeit het meest

    Ale Smidts, Maarten Boksem and Hang-Yee Chan have measured how our brains respond to TV commercials. It appears that the brains of different people react identically when they see exciting videos, according to their research....

  • [Onderzoek] Hersenscans laten zien of een video ons boeit

    Ale Smidts, Maarten Boksem and Hang-Yee Chan have measured how our brains respond to TV commercials. It appears that the brains of different people react identically when they see exciting videos, according to their research....

  • [Onderzoek] Boeiende video genereert vergelijkbare reacties in de hersenen

    Research conducted by Maarten Boksem, Ale Smidts and Hang-Yee Chang regarding emotional storytelling has been mentioned in an article.

  • Hersenscans tonen aan of een video ons boeit

    Research regarding emotional storytelling conducted by Ale Smidts, Maarten Boksem and Hang-Yee Chan has been mentioned in an article. Their research indicated that brain activity of different people is often identical when they...

Discovery items

Brain scans reveal engagement levels of videos

What if we could predict when consumers would strongly engage with videos by analysing the neural activity in their brains?

Tracking emotions real time in the brain

Being able to accurately measure emotional experiences can serve many practical purposes. Firms can see if their product has the intended emotional effect on people.

Identifying strong brands in the brain

Marketeers no longer only have to rely on what consumers tell them about brand perception. We can now see it in the brain.

Brain scans reveal what makes a TV advert effective

Adverts are most effective when they highlight a product’s functional benefits, but also trigger the viewer’s imagination.

Can brain responses to movie trailers predict success?

Decades of research have shown that much of our mental processing occurs at the subconscious level, including the decisions we make as consumers.

Courses

Specialization Module on Consumer Behavior

  • Study year: 2019/2020, 2017/2018, 2016/2017, 2015/2016
  • Code: BERMASC039
  • ECTS: 3 Level: Master

Neuroeconomics: how the brain decides

  • Study year: 2019/2020, 2018/2019, 2017/2018, 2016/2017, 2015/2016, 2014/2015, 2013/2014
  • Code: BKBMIN018
  • Level: Bachelor, Bachelor 3, Bachelor 3

Neuromarketing

  • Study year: 2019/2020, 2018/2019, 2017/2018, 2016/2017, 2015/2016
  • Code: BMME057
  • ECTS: 6 Level: Master, Master, Master, Master

Past courses

Neuromarketing

  • Study year: 2014/2015, 2013/2014
  • Code: RSMME052
  • ECTS: 6 Level: Master

Topics in Consumer Behavior (3): Advances in Consumer Neuroscience

  • Study year: 2013/2014
  • Code: BERMASC025
  • ECTS: 5 Level: Master

Award

  • Fellowship - ERIM early career talent programme (2010)