Photo of Rik Pieters
  • Warandelaan 2, Koopmans Building, room K 749

    5037 AB Tilburg


1984 …2019
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Personal profile

Research interests

My fields of interest are: marketing communication, consumer behavior, and services marketing.


Current position

1993-present: Professor of Marketing, Department of Marketing, Faculty of Economics and Business, Tilburg University

Previous positions:

2000-2005:Head of Marketing Department, Tilburg University.
1991-1993:GvR-Professor of Marketing Communication, Department of Marketing and Marketing Research, Nyenrode University, Breukelen (the Netherlands).
1986-1993:Assistant Professor of Economic Psychology, Erasmus University, Rotterdam (the Netherlands).
1990-1991:Strategy Director, FCB*Prad Reclame-Adviesbureau, Beethovenstraat 198, 1077 JH Amsterdam (Advertising Agency).
1985:Adjunct Assistant Professor at the University of Missouri, Columbia (US), Department of Psychology (Fulbright Scholarship).
1983-1985:Research associate at the University of Leiden (The Netherlands), at Energy and Ecology Research, Department of Psychology.
1983-1985:Research associate at the Waste Management Project (WMP) of Tilburg University and the Technical University of Eindhoven (The Netherlands).

Current courses

Click here for my courses.

PhD supervision

Dissertation chair

Bougie, J.R.G. (Roger) (2004), Consumed with Anger: Negative Emotions in Service Consumption Settings, Tilburg University.
van Herpen, H.W.I. (Erica) (2001), Consumers' Perceptions and Evaluations of Store Assortments, Tilburg University.
De Heij, Hans (2017), A model for Use-Centered Design of Banknotes, Tilburg University (Nationality: Dutch; currently: Dutch National Bank DNB, Amsterdam).
Van Horen, F. (Femke) (2010), Breaking the Mould on Copycats, Tilburg University, (Nationality: Dutch; currently: VU Amsterdam).
Van der Lans, R. (Ralf) (2006), Brand Search, Tilburg University (cum Laude) (with M. Wedel).
Louro, M. (Maria) (2006), Leaving Pleasure. Positive Emotions and Goal-Directed Behavior, Tilburg University (cum Laude) (with M. Zeelenberg).
Roest, H.C.A. (Henk) (1998), Service Quality Expectations; Assessment and Management, Tilburg University.
Rosbergen, E. (Edward) (1998), Modeling Attention to Advertising, Rijksuniversiteit Groningen (with M. Wedel).
Texeira, Th. (Thales) (2008), Moment to Moment Attention to Television Advertising, University of Michigan (with M. Wedel) (Nationality: Brazilian; currently: Harvard University).
Vale do Coelho, R.M.R.D (Rita) (2007),Consumption Breakdowns: On Avoiding and Embracing Temptations, Tilburg University (with M. Zeelenberg).
Van de Ven, N. (Niels) (2009), The Bright Side of a Deadly Sin: The Psychology of Envy, Tilburg University (Cum Laude) (with M. Zeelenberg) (Nationality: Dutch; currently: Tilburg University).
Wetzer, I.M. (Inge), (2007), Let's Talk about it: Studies on the Social Sharing of Emotions, Tilburg University (with M. Zeelenberg).
Woltman Elpers J.L.C.M. (Josephine) (2003), Consumers' Moment to Moment Processing of Television Commercials, Rijksuniversiteit Groningen (with M. Wedel).


  • Consumer Behaviour
  • Advertising
  • Services Marketing
  • Attentiveness
  • Marketing
  • Market Research

Fingerprint Dive into the research topics where Rik Pieters is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

  • 1 Similar Profiles
materialism Social Sciences
imitation Social Sciences
cohort analysis Social Sciences
causal analysis Social Sciences
life-span Social Sciences
self-regulation Social Sciences
economic crisis Social Sciences
mediation Social Sciences

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 1984 2019

Assessing sensitive consumer behavior using the item count response technique

de Jong, M. G. & Pieters, R., Jun 2019, In : Journal of Marketing Research. 56, 3, p. 345-360

Research output: Contribution to journalArticleScientificpeer-review

Open Access
Consumer behaviour
Cigarette consumption
Pregnant women

Climbing out of the economic crisis: Reciprocal relationships between consumer sentiment and personal stress over time

van Giesen, R. & Pieters, R., Jan 2019, In : Journal of Economic Psychology. 70, p. 109-124

Research output: Contribution to journalArticleScientificpeer-review

economic crisis

Heads-up: Head movements during ad exposure respond to consumer goals and predict brand memory

Pieters, R. & Wedel, M., Nov 2018, In : Journal of Business Research.

Research output: Contribution to journalArticleScientificpeer-review

Eye movements

Misresponse to survey questions: A conceptual framework and empirical test of the effects of reversals, negations, and polar opposite core concepts

Baumgartner, H., Weijters, B. & Pieters, R., Dec 2018, In : Journal of Marketing Research. 55, 6, p. 869-883

Research output: Contribution to journalArticleScientificpeer-review

Conceptual framework
Empirical test
Empirical study
Eye movements

Meaningful mediation analysis: Plausible causal inference and informative communication

Pieters, R., Oct 2017, In : Journal of Consumer Research. 44, 3, p. 692-716

Research output: Contribution to journalArticleScientificpeer-review

causal analysis
consumer research

Activities 1997 1997

  • 3 Editorial activity
  • 1 Oral presentation

Conference/Workshop: Marketing Science Conference

R. Pieters (Speaker)
1 Mar 1997

Activity: Talk or presentation typesOral presentationScientific

Journal of Consumer Policy (Journal)

R. Pieters (Editorial board member)

Activity: Publication peer-review and editorial work typesEditorial activityScientific

International Journal of Service Industry Management (Journal)

R. Pieters (Editorial board member)

Activity: Publication peer-review and editorial work typesEditorial activityScientific

International Journal of Research in Marketing (Journal)

R. Pieters (Editorial board member)

Activity: Publication peer-review and editorial work typesEditorial activityScientific

Projects 2001 2011

Wait, bond, and buy: Consumer response to economic crisis

Yabar, J. & Pieters, R.


Project: Research project

Imitation in the supermarket: When is it effective for private lables to copy leader brands?

van Horen, F., Stapel, D. A. & Pieters, R.


Project: Research project

Impulsiveness and flexibility in purchase and consumption decision

Coelho do Vale, R. M. R. D., Pieters, R. & Zeelenberg, M.


Project: Research project

Prizes / Recognition

Service industries
Service satisfaction