Consumer Behavior

Research topics

The research topics are widely varied, including:

  • Implicit Motivations and their measurement
  • Attitude-Behavior (In)consistency
  • Embodied Cognition
  • Numerosity
  • Persuasion Knowledge, Regulatory focus, Response styles
  • Consumer Ethics
  • Checkouts
  • Materialism
  • Positional Concerns
  • … .


  • Patrick Van Kenhove
    Consumer (un)ethical behavior, individual difference variables, implicit methods
  • Maggie Geuens
    Advertising, branding and consumer behavior, food research
  • Patrick De Pelsmacker
    Branding, advertising effectiveness, marketing communications in new media and by means of new advertising formats, online consumer behavior, ethical consumer behavior, and social marketing
  • Derrick Gosselin
    B2B Marketing (account management, account networking) and Futures (how to identify new trends, needs, opportunities, build early detection systems, sense marking, early innovation and value creation)
  • Mario Pandelaere
  1. Materialism, luxury consumption, and conspicuous consumption,
  2. Quantitative information processing and
  3. Social influence and persuasion.
  • Iris Vermeir
    Marketing, Services, Communication,  Ethics, Psychology, Agricultural Sciences and Food science
  • Steve Muylle
    Business-to-Business Marketing
  • Hendrik Slabbinck
    His first research topic focusses on the development and validation of research methods for “real world” settings. His second field of research interest is in implicit cognition.
  • Deva Rangarajan
    His research focus is pretty diverse, but more recently his research is beginning to focus on the impact of new business practices on the effectiveness and efficiency of frontline employees in industrial/B2B firms.