Vlerick Business School Executive Education
Associate Professor

Barbara obtained her PhD in Marketing from the Faculty of Economics and Business Administration at the University of Leuven. From 2006 until 2009 she was an Assistant Professor at HEC Paris, France. She joined the Marketing Department of Tilburg University in 2009, where she became Associate Professor in 2014. Today, she is Associate Professor of Marketing at Vlerick Business School where she teaches Market Research.
Barbara’ s research focuses on food consumption, social influence and persuasion, marketing communication, non-profit marketing, and the effects of wealth inequality on consumer behavior. Her work has been published, among others, in the International Journal of Research in Marketing, the Journal of Marketing Research, the Journal of Consumer Research, Psychological Science.
Overall, Barbara’s work can be qualified as highly interdisciplinary. Not only does she combine theories and insights from (social) psychology and economics, as is often the case in Marketing, she also attempts to apply and extend theories from communication, sociology, political science, biology, and evolutionary psychology. This makes the implications of her research substantial: for marketing managers, public policy agents, as well as the individual consumer. Her work is often valued by the general public (through media coverage) and the academic community. For three lines of research she was awarded in the past five years, which proofs that her work is often evaluated as original, novel, and of high quality by colleagues in the field.


Job Title : Associate Professor

Management Domain


Teaching in

Expert in

Consumer Behaviour
Market Research
Marketing Communication

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