Bas Donkers

Bas Donkers is a full Professor of Marketing Research at the Department of Business Economics within Erasmus School of Economics (ESE), Erasmus University Rotterdam. Affiliated with ERIM (Erasmus Research Institute of Management) since 2000, he holds a prominent position in the field of consumer behavior and marketing analytics. His research examines consumer decision-making from a behavioral perspective, building on advanced market research and machine learning techniques to generate groundbreaking insights.

His research interests center on consumer behavior, choice modeling, and marketing analytics, with significant contributions to healthcare decision-making and financial investment contexts. Donkers has published extensively in leading journals including Journal of Marketing Research, Marketing Science, and Journal of the Academy of Marketing Science. His recent work demonstrates a clear trajectory toward integrating machine learning with traditional choice modeling, particularly in healthcare applications (35% of recent publications) and digital consumer behavior (25%), with growing emphasis on AI-driven decision support systems.

• ERIM Top Article Junior Award (2017)
• ERIM postdoc fellowship (2002)

Donkers has supervised 13 PhD candidates to completion, serving as promotor or co-promotor on diverse topics spanning retirement planning, charitable giving, healthcare choice modeling, and digital marketing analytics. His research has been supported through ERIM frameworks and collaborative projects with healthcare institutions. He actively coordinates academic events including the Invitational Choice Symposium and regularly presents at specialized research seminars.

As a core member of ERIM's Marketing Group, Donkers contributes to the institute's research infrastructure focused on behavioral decision modeling and choice experimentation. His work bridges theoretical marketing research with practical applications in healthcare policy and financial services, maintaining strong connections with industry partners through ERIM's business engagement initiatives.