Luk Warlop

Luk Warlop serves as Professor of Marketing and Dean of Research & PhD at BI Norwegian Business School, where he leads the Department of Marketing within the School of Business. His academic journey includes a Master's in Organizational Psychology (1986) and MBA (1988) from KU Leuven, followed by a PhD in Marketing (1995) from the University of Florida.

His research explores consumer decision-making processes and the social psychology of consumer behavior, with significant contributions to understanding psychological ownership, self-brand connections, and AI adoption contexts. His work demonstrates how construal levels affect product valuation, how brand identity influences consumer responses to changes, and how contextual factors shape AI acceptance.

Warlop's publication record features 15+ recent articles in premier journals including Journal of Consumer Research, International Journal of Research in Marketing, and Journal of Marketing Research. His research trajectory shows increasing focus on digital consumption contexts, particularly augmented reality's impact on self-concept and context-dependent AI responses.

• Best Paper Award (2000, International Journal of Research in Marketing)
• Best Paper Award (2025, International Journal of Research in Marketing)
• Long Term Impact Award (2013, International Journal of Research in Marketing)
• Long Term Impact Award (2023, International Journal of Research in Marketing)
• IgNobel Prize

As Dean of Research & PhD, Warlop oversees doctoral education and research strategy while maintaining active collaborations through his board membership at the European Institute for Advanced Studies in Management. His leadership extends to professional service as Fellow and former President (2018-2021) of the European Marketing Academy, where he shapes the direction of marketing scholarship across Europe.