Prof. dr. P.W.J. Verlegh

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+31 20 59 86262
school of business & economics ( marketing )
Full professor

Brief résumé

Peeter holds a PhD (2001) in Marketing from Wageningen University, and an MSc in Food Science from the same university. Before coming to VU University in 2014, he was on the faculty at RSM Erasmus University, and University of Amsterdam, where he was the director of SWOCC, a foundation that bridges science and practice in branding and (marketing) communication.Peeter was a visiting scholar in the marketing group at University of Colorado-Boulder, and guest-lectured at ESADE, Prague School of Economics, and SKOLKOVO Moscow School of Management.

Peeter studies how consumers are influenced by marketers, but also by each other, via word of mouth or interactions in social media. His work has been published among others in Journal of Consumer Research, International Journal of Research in Marketing, Journal of Consumer Psychology, Journal of International Business Studies, Journal of the Academy of Marketing Science, and Journal of Behavioral Decision Making.

Peeter serves on the editorial boards of Journal of Advertising, International Journal of Advertising, and International Marketing Review.

Research interests

Peeter studies social and cultural influences on consumers and their responses to marketing communications, with a focus on the interactions among consumers (i.e., word of mouth and social media), and an emphasis on findings that can be translated to practical implications for business and society. He studies these phenomena from a psychological perspective, and mostly relies on experimental research and (occasionally) survey data.


  • M.H.C. Meijers, Verlegh, P.W.J., Noordewier, M. & Smit, E.G. (forthcoming). The dark side of donating: How donating may license environmentally unfriendly behavior. Social Influence , in press
  • I. van Ooijen, Fransen, M.L., Verlegh, P.W.J., & Smit, E.G. (2016). Atypical food packaging affects the persuasive impact of product claims. Food Quality & Preference ,48 (March), 33-40
  • M.L. Fransen, Smit, E.G. & Verlegh, P.W.J. (2015). Strategies and motives for resistance to persuasion: An integrative framework. Frontiers in Psychology , 6, no. 1201. Available at
  • C.T. Rodriguez Hidalgo, Tan, E.S. & Verlegh, P.W.J. (2015). The social sharing of emotion (SSE) in online social networks: a case study in Live Journal. Computers in Human Behavior , 52 (November), 364-372
  • P.W.J. Verlegh, Voorveld, H.A.M. & Eisend, M. (2015). Advances in Advertising Research, Volume 6: The Digital, The Classic, The Subtle and The Alternative . Heidelberg: Springer Gabler
  • P.W.J. Verlegh, Fransen, M.L. & Kirmani, A. (2015). Editorial: Persuasion in Advertising: when does it work, and when does it not? International Journal of Advertising , 34(1), 3-5
  • M.L. Fransen, Verlegh, P.W.J., Kirmani, A. & Smit, E.G. (2015). A typology of consumer strategies for resisting advertising, and a review of mechanisms for countering them. International Journal of Advertising , 34(1), 6-16
  • I.E. de Hooge, Verlegh, P.W.J., & Tzioti, S.C. (2014). Emotions in advice taking: the roles of agency and valence. Journal of Behavioral Decision Making , 27(3), 246-258
  • G. van Noort, Antheunis, M. & Verlegh, P.W.J. (2014). Enhancing the effects of SNS marketing campaigns: If you want consumers to like you, ask them about themselves. International Journal of Advertising , 33(2), 235-252
  • W. Winit, Gregory, G., Cleveland, M. & Verlegh, P.W.J. (2014). Global vs local brands: how home country bias and price differences impact brand evaluations. International Marketing Review , 31(2), 102-128 (Emerald Excellence Award: “Highly Commended”)
  • A.S. Lenoir, Puntoni, S., Reed II, A. & Verlegh, P.W.J. (2013). The impact of cultural symbols and spokesperson identity on attitudes and intentions. International Journal of Research in Marketing , 30(4), 426-428
  • P.W.J. Verlegh, Ryu, G., Tuk, M.A. & Feick, L.E. (2013). Receiver responses to rewarded referrals: the motive inferences framework. Journal of the Academy of Marketing Science , 41(6), 669-682
  • M.C. Campbell, Mohr, G.S. & Verlegh, P.W.J. (2013). Can disclosures lead consumers to resist covert persuasion? The important roles of disclosure timing and type of response. Journal of Consumer Psychology , 23(4), 483-495
  • G.A.C. Schellekens, Verlegh, P.W.J., & Smidts, A. (2013). Linguistic biases and persuasion in communication about objects. Journal of Language and Social Psychology , 32(3), 291-310
  • G.A.C. Schellekens, Verlegh, P.W.J., & Smidts, A. (2010). Language abstraction in word of mouth. Journal of Consumer Research , 37(2), 207-23
  • M.A. Tuk, Verlegh, P.W.J., Smidts, A. & Wigboldus, D. (2009). Interpersonal relationships moderate the effect of faces on person judgments. European Journal of Social Psychology , 39(5), 757-67
  • M.A. Tuk, Verlegh, P.W.J., Smidts, A. & Wigboldus, D. (2009). Sales and sincerity: The role of relational framing in word-of-mouth marketing. Journal of Consumer Psychology , 19(1), 38-47
  • J. van Rekom, Verlegh, P.W.J. & Slokkers, R. (2009). The owner’s edge: How brand ownership influences causal brand maps. Journal of Business Research , 63(2), 339-44
  • P.W.J. Verlegh (2007). Economic and socio-psychological motives for home-country bias in consumer product evaluations. Journal of International Business Studies ,38(3), 361-73
  • K. de Valck, Langerak, F., Verhoef, P.C. & Verlegh, P.W.J. (2007). Satisfaction with virtual communities of interests: effect on members' visit frequency. British Journal of Management , 18(3), 241-56
  • J. van Rekom, Jacobs, G. & Verlegh, P.W.J. (2006). Measuring and managing the essence of a brand personality. Marketing Letters , 17(3), 181-92
  • D. Godes, Mayzlin, D., Chen, Y., Das, S., Dellarocas, C. Pfeiffer, B., Libai, B., Sen, S., Shi, M. & Verlegh, P.W.J. (2005). The firm’s management of social interactions. Marketing Letters , 16, 415-28
  • P.W.J. Verlegh, Steenkamp, J-B.E.M. & Meulenberg, M.T.G. (2005). Country-of-origin effects in consumer processing of advertising claims, International Journal of Research in Marketing , 22(2), 127-39
  • P.W.J. Verlegh, Schifferstein, H.N.J. & Wittink, D.R. (2002). Range and number-of-levels effects in derived and stated attribute importances. Marketing Letters , 13(1), 41-52
  • P.W.J. Verlegh & van Ittersum, K. (2001). The origin of spices: the impact of geographic product origin on consumer decision making. In: L.J. Frewer et al.(eds.), Food, People and Society: A European Perspective . Heidelberg: Springer Verlag. pp. 267-80
  • P.W.J. Verlegh & Steenkamp, J.-B.E.M. (1999). A review and meta-analysis of country-of-origin research. Journal of Economic Psychology , 20(5), 521-46
  • P.W.J. Verlegh & Candel, M.J.J.M. (1999). The consumption of convenience foods: reference groups and eating situations. Food Quality & Preference , 10(6), 457-64
  • H.N.J. Schifferstein & Verlegh, P.W.J. (1996). The role of congruency and pleasantness in odor-induced taste enhancement. Acta Psychologica , 94, 87-105

Full list of publications

Working papers

  • Consumer online brand endorsement (with Stefan Bernritter and Edith Smit)
  • The effect of self-relevance and self-construal on product harm information sharing (with Ezgi Akpinar and Ale Smidts)
  • The differential effects of peer and expert ratings on choice (with Anne Kranzbühler, Mirella Kleijnen, and Marije Teerling). Published as MSI Report No. 15-117
  • Identity relevance and the licensing effect (with Marijn Meijers, Marret Noordewier and Edith Smit)
  • The informational value of dissimilarity (with Mirjam Tuk, Ale Smidts and Daniel Wigboldus)
  • Information disclosure in advergames: the roles of privacy concerns and brand reputation (with Verena Wottrich and Edith Smit)
  • Promoting eWOM on social network sites (with Manuela Lopez & Maria Sicilia)
  • Brand loyalty as a driver of online and offline consumer engagement (with Jiska Eelen and Peren Ozturan)
  • Negation bias in word of mouth (with Christian Burgers & Camiel Beukeboom)
  • The power of “new” (with Jiska Eelen & Bram van den Bergh)
  • Symbolic cues in product packaging (with Iris van Ooijen, Marieke Fransen & Edith Smit)

Educational activities

  • Branding & Advertising (MSc Marketing)
  • Marketing Communication (BSc Business Administration)
  • Consumer Marketing (Part-time MSc Marketing)
  • Master Thesis Supervision (MSc Marketing)

External activities

  • Advisory Board member, Tijdschrift voor Marketing (2014-present)
  • Jury Member, Effie Awards (2013-present)
  • Jury Member/Chair, MOA Science Award (2012-2015)


SWOCC - Bestuurder Amsterdam, 08 januari 2015
Laatste wijzigingen Nevenwerkzaamheden: Amsterdam 06 februari 2017