Rik Pieters
  • Warandelaan 2, Koopmans Building, room K 704

    5037 AB Tilburg


1984 …2024

Research activity per year

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).

External positions

Academic research on consumer behavior (Catolica Universidade, Lisbon)

1 Sept 202231 Aug 2023


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


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