معرفی
Rik Pieters is a Professor of Marketing at the Department of Marketing, Faculty of Economics and Business, Tilburg University since 1993. His research spans marketing communication, consumer behavior, and services marketing with specific expertise in advertising, attentiveness, and emotional responses in consumption contexts.
- Key research areas
- Marketing communication
- Consumer behavior
- Services marketing
- Eye movement analysis
- Materialism and envy
- Survey methodology
His recent publications analyze:
- Advertising exposure duration and frequency effects (2025)
- Truthful data collection methods for sensitive topics (2024)
- Temporal dynamics in materialism and life satisfaction (2023)
Scientific recognition includes:
- HBD Dissertatie Beurs (1997)
- Literati Outstanding Paper Award (1997)
As dissertation chair, he has guided 18 PhD candidates including:
- Roger Bougie (2004): Negative emotions in service consumption
- Maria Louro (2006): Cum laude work on positive emotions
- Thales Texeira (2008): Attention to TV advertising
Active in editorial roles since 1997:
- International Journal of Research in Marketing
- International Journal of Service Industry Management
- Journal of Consumer Policy
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