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

    5037 AB Tilburg


1984 …2019

Research output per year

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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

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Research Output

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
  • 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

  • Eye tracking methodology for research in consumer psychology

    Wedel, M., Pieters, R. & van der Lans, R. J. A., Apr 2019, Handbook of Research Methods in Consumer Psychology. Kardes, F. R., Herr, P. M. & Schwarz, N. (eds.). 1st ed. New York: Taylor & Francis, p. 276-292

    Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

    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

  • 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

  • Activities

    • 3 Editorial activity
    • 1 Oral presentation

    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

    Conference/Workshop: Marketing Science Conference

    R. Pieters (Speaker)
    1 Mar 1997

    Activity: Talk or presentation typesOral presentationScientific


    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