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F.G.M. (Rik) Pieters

Hoogleraar Marketing

Tilburg School of Economics and Management
Department of Marketing



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

Key words


Most recent publications

Click here for the extended list of publications



1989: Ph.D., University of Leiden (The Netherlands). Title: Attitudes and behavior in a source-separation program.
1981-1982: Economic Psychology and Socio-Economics, University of Augsburg (Germany).
1975-1979: Psychology, University of Nijmegen (The Netherlands).
1979-1982: Economic Psychology, Tilburg University (The Netherlands).


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).


Most recent publications

Click here for the extended list of publications


2007-present Visiting Research Fellow at the Robert H. Smith School of Business, University of Maryland, College Park (US).
2005: Visiting professor at the University of Auckland (NZ) (Spring semester).
1999: Visiting professor at the University of Florida (US) (Fall semester).
1993: Visiting professor at the University of Innsbruck (Austria) (Fall semester).
1990: Fulbright Scholarship
1990: Visiting Professor at the Pennsylvania State University, University Park (US), Department of Marketing

External accreditation

Member of Editorial Board

International Journal of Research in Marketing (1997-2007).
International Journal of Service Industry Management (1997-2001).
Journal of Consumer Policy (1997-present).

Journal of Consumer Research (1999-present).
Journal of Marketing (2003-present)

Journal of Marketing Research (2007-present).
Journal of Service Research (1997-2002).


Ranked in the Top-40 of Dutch Economists (based on academic output), 2003 (nr. 19), 2004 (nr. 8), 2005 (nr. 10), 2006 (nr. 5).

Ad-hoc reviewer for (among others):

Journal of Personality and Social Psychology, Personality and Social Psychology Bulletin, Psychological Science, Marketing Science, Journal of Business Research, Journal of the Academy of Marketing Science, Journal of Advertising, Public Opinion Quarterly, Journal of Classification.

Research 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.
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).
Vale do Coelho, R.M.R.D (Rita) (2007), Consumption Breakdowns: On Avoiding and Embracing Temptations, Tilburg University (with M. Zeelenberg).
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).



F.G.M. (Rik) Pieters teaches the following subjects:

Teaching activities elsewhere

Teaching experience

  • Erasmus University: Graduate and Undergraduate courses in Economic Psychology, Consumer Behavior, Marketing Communication (1986 - 1993).
  • European Institute of Advanced Studies in Management (EIASM, Brussels, Fall 1997)
  • PhD-course in Consumer Behavior.Leiden University: Participation in Master courses in Social Psychology (Persuasion and Reasoned Action) 1988-1990).
  • Nijenrode University: Undergraduate course in Marketing Communication. MBA and Executive MBA teaching in Marketing Communication and Communication Strategy (1991-1993).
  • Pennsylvania State University: Undergraduate course in Advertising and Promotion Management (Fall 1990).
  • Tilburg University: (1993-present): Master and PhD courses in survey methodology, services marketing, consumer behavior. Executive MBA courses in Marketing, Branding and Positioning, Services Marketing (TIAS-Nimbas Business School).
  • University of Auckland: Master course in Consumer Behavior (Spring 2005).
  • Universitšt Inssbruck: Undergraduate and graduate courses in Consumer Behavior (Fall 1993).
  • University of Murcia (Spring 1995 and 1996): MBA-course in International Marketing.
  • University of Vaasa (Spring 1996): PhD-course in Consumer Behavior.

Other activities

Occasional consultant for (among others):

Philips Nederland (cultural and sports sponsoring policies, High-Tech Campus), Procter & Gamble (Brussels, Cincinatti: Packaging design testing), Campina-Melkunie (New product development), Ministery of VROM (Environment: customer segmentation, longitudinal tracking of consumer attitudes, communication policies), ABN-AMRO (customer satisfaction measurement), Rabobank (customer selection), ARA (Ad agency: campaign development), FCB (Ad agency: Campaign development), NVM (Dutch organization for real estate agents: improving customer service), PMW (Pauselijke Missie Werken: positioning), Verify (development of new consumer measurement methods).

Contact details
Room K 1008
PO Box 90153
5000 LE Tilburg 
Phone+31 13 466 3256
Secretary+31 13 466 3022

Hoogleraar Marketing
Tilburg School of Economics and Management
Department of Marketing

Working days
Additional information
Last amended: 26 May 2014

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