Psychology becomes more important for economics. Examples are behavioral and experimental economics. I am interested in this border area of economics and psychology.

As a student I was chairman of the NIOPS (Netherlands Interacademic Organisation of Psychology Students) (1967-1968).

Researcher at the Managment Research Institute of University Twente (1970-1972). Assistant professor at Tilburg University (1972-1979) at the founding of the curriculum of economic psychology at the Department of Psychology. Visiting assistant professor of Business Administration at the University of Illinois at Urbana-Champaign USA (1976-1977). Professor of economic psychologie at the Department of Economics of Erasmus University Rotterdam (1979-1993) and professor of marketing management at the Rotterdam School of Management (RSM) of Erasmus University (1993-2000). Since 2000 professor of economic psychology at Tilburg University.

Board member and chairman of the Consumentenbond (1983-1988); advisory board member of Science & Strategy (1985-2008); chairman of GVR (Association for Marketing Communication) (1999-2004); board emember of SWOCC (Foundation for Scientific Research on Commercial Communication) at the University of Amsterdam (since 2007); advisory board member of Amphia Hospital, Breda-Oosterhout (since 2007).