Name: Peeter W. J. Verlegh
PhD: 2001, Wageningen University
MSc: 1996, Wageningen University
Interests: Previously worked at RSM Erasmus University, where I taught Consumer Behavior and Influencing People, and guest lectured at ESADE (Barcelona), Copenhagen Business School, Prague School of Economics, and Skolkovo Business School (Moscow). In 2004, I was a visiting scholar at the University of Colorado in Boulder.
Together with collaborators from business and academics, I conduct research in the area of word of mouth and buzz marketing. In addition, I study international branding and marketing communication, and have advised the Dutch Ministry of Foreign Affairs and other organizations on these issues.
I am an associate editor of the International Journal of Advertising, and serve on the editorial board of the International Marketing Review.
Research: Currently I am working one several projects on word of mouth (WOM), such as: The role of language in WOM and advertising, stimulation of WOM by incentives, and what that does to the effectiveness of WOM, responses to ingroup and outgroup recommendations, nd consumer Motivations for recommendations
In addition, I work on several other projects in marketing communication, such as: How to protect consumers against unwanted influences of product placements, the role of ethnic identity in marketing communications, and implementation intentions.
Teaching: Research workshop, Brand communication
The program Persuasive Communication addresses those communication processes that are intended to achieve specific persuasive goals, as is the case in, for instance, marketing communication, health education, and public information campaigns. The research is aimed at understanding the dynamics that shape uses and effects of mediated persuasive communication. Read more >>
Tag cloudMarketing communication Intercultural communication Entertainment Education Branding Social media Interpersonal communication WOM Advertising Context effects Online advertising Sustainability Product placement Disclosures Food advertising In game advertising Environmental cues Publicity Tailoring Health communication Customer Media Cross-media CommunicAging eWOM