Stijn van Osselaer

Stijn van Osselaer has a PhD in marketing from the University of Florida. He is currently a professor at Rotterdam School of Management, Erasmus University. He teaches MBA courses on marketing strategy and consumer behavior. He has published in the Journal of Consumer Research and the Journal of Marketing Research and is the winner of the 2001 Ferber Award for best dissertation-based article in the Journal of Consumer Research.

Professor van Osselaer's research lies in the broad areas of consumer learning, memory, and cognition, using experimental paradigms. More specifically, one group of his papers investigates how consumers learn about the quality of products and explores the implications of these learning processes for the management of brand extensions and brand equity. Other work investigates how loyalty programs influence buying decisions. A third set of papers investigates how brand naming and packaging can be managed to help consumers remember their consumption experiences, minimizing the risk that premium products will be confused with other, lower quality, products.