Kobe Millet is Full Professor of Decision Making & Sustainability in Marketing and Co-Chair of the Marketing Department at the School of Business and Economics, Vrije Universiteit Amsterdam. He is interested in how consumers (and people in general) make decisions in everyday life. With an academic background in psychology and a PhD in Marketing (both from KU Leuven), his research and teaching focus on decision-making in contexts where individuals depart from rational models of choice, as well as in situations involving sustainable and socially responsible choices. Central to his work is clarifying the psychological mechanisms that drive such decisions.

Across both his research and teaching, he applies rigorous experimental methods while maintaining a strong connection to societal and business relevance. Together with Bert Weijters, he has developed a multi-proxy experimental methodology that enhances the measurement of behavioral constructs by using multiple proxy measures rather than relying on a single outcome. By examining variation between proxies, this approach helps identifying the specificity of experimental effects (at proxy level). In doing so, it also opens avenues for gaining deeper insight into the psychological mechanisms that underlie behavior. This approach was first validated in the context of pro-environmental behavior (see rationale here) and is now being explored in other behavioral, consumer, and product-related contexts.

He serves on the editorial board of International Journal of Research in Marketing and his research has appeared in top-tier journals in marketing, behavioral decision making and psychology, including Journal of Consumer Psychology, Journal of Marketing Research, International Journal of Research in Marketing, Organizational Behavior and Human Decision Processes, and Journal of Environmental Psychology, among others. An overview of his published work can be found here.

Beyond academia, he collaborates with organizations to apply behavioral-science insights to real-world decision-making challenges. Notably, he has a long-standing partnership with NS International, aimed at strengthening their A/B testing program and extracting behavioral insights from the outcomes, and he also contributes occasional blog posts to marketingfacts.nl.

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