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Personal profile

Personal information

Peeter Verlegh is Professor of Marketing and the Head of the Marketing Department. He holds a PhD (2001) in Marketing from Wageningen University, and an MSc in Food Science from the same university. Before coming to Vrije University in 2014, he was on the faculty at RSM Erasmus University, and University of Amsterdam.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.

Editorial boards:

International Journal of Research in Marketing, Journal of Advertising, International Journal of Advertising (AE from 2011-2014), and International Marketing Review.


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.

Key papers (for a complete overview, see the "My research" tab):

M.A. Tuk, P.W.J. Verlegh, A. Smidts & D.H.J. Wigboldus (2019). You and I have nothing in common: The role of dissimilarity in interpersonal influence. Organizational Behavior & Human Decision Processes, 151, 49-60

A.M. Kranzbuhler, M. Kleijnen & P.W.J. Verlegh (2019). Keeping the pleasure, outsourcing the pain. Journal of the Academy of Marketing Science, 47, 307-328

A. Eigenraam, J. Eelen, A. van Lin & P.W.J. Verlegh (2018). A consumer-based taxonomy of digital brand engagement practices. Journal of Interactive Marketing, 44, 102-121. 

E. Akpinar, P.W.J. Verlegh & A. Smidts (2018). Sharing product harm information: the effects of self-construal and self-relevance. International Journal of Research in Marketing, 35(2), 319-335.

J. Eelen, P. Ozturan & P.W.J. Verlegh (2017)*. The differential impact of brand loyalty on traditional and online word of mouth: The moderating roles of self-brand connection and the desire to help the brand. International Journal of Research in Marketing, 34, 872-891 (* shared first authorship)

S.F. Bernritter, P.W.J. Verlegh & E.G. Smit (2016). Why nonprofits are easier to endorse on social media: the roles of warmth and brand symbolism. Journal of Interactive Marketing, 33, 27-42.

M.L. Fransen, P.W.J. Verlegh, A. Kirmani & E.G. Smit (2015). A typology of consumer strategies for resisting advertising, and a review of mechanisms for countering them. International Journal of Advertising, 34, 6-16 (Recipient of the best IJA paper (2015) award)

I.E. de Hooge, P.W.J. Verlegh, & S.C. Tzioti (2014). Emotions in advice taking: the roles of agency and valence. Journal of Behavioral Decision Making, 27, 246-258.

M.C. Campbell, G.S. Mohr, & P.W.J. Verlegh (2013). Can disclosures lead consumers to resist covert persuasion? The important roles of disclosure timing and type of response. Journal of Consumer Psychology23483-495

A.S. Lenoir, S. Puntoni, A. Reed II, & P.W.J. Verlegh (2013). The impact of cultural symbols and spokesperson identity on attitudes and intentions. International Journal of Research in Marketing, 30, 426-428

P.W.J. Verlegh, G. Ryu, M.A. Tuk & L.E. Feick (2013). Receiver responses to rewarded referrals: the motive inferences framework. Journal of the Academy of Marketing Science 41, 669-682.

G.A.C. Schellekens, P.W.J. Verlegh, & A. Smidts (2010). Language abstraction in word of mouth. Journal of Consumer Research, 37, 207-23.

M.A. Tuk, P.W.J. Verlegh, A. Smidts & D. Wigboldus (2009). Sales and sincerity: The role of relational framing in word-of-mouth marketing. Journal of Consumer Psychology, 19, 38-47.

P.W.J. Verlegh (2007). Economic and socio-psychological motives for home-country bias in consumer product evaluations. Journal of International Business Studies, 38, 361-373.

D. Godes, D. Mayzlin, Y. Chen, S. Das, C. Dellarocas, B. Pfeiffer, B. Libai, S. Sen, M. Shi & P.W.J. Verlegh (2005). The firm’s management of social interactions. Marketing Letters, 16, 415-428

P.W.J. Verlegh, J-B.E.M. Steenkamp & M.T.G. Meulenberg (2005). Country-of-origin effects in consumer processing of advertising claims, International Journal of Research in Marketing, 22, 127-139.

P.W.J. Verlegh & J.-B.E.M. Steenkamp (1999). A review and meta-analysis of country-of-origin research. Journal of Economic Psychology, 20, 521-546.


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

Ancillary activities

  • SWOCC | Amsterdam | Bestuurder | 2015-01-08 - present
  • Koningin Wilhelmina Fonds | Amsterdam | Member of Advisory Board & Committee on Cancer Prevention | 2016-04-21 - present

Ancillary activities are updated daily

Fingerprint Dive into the research topics where Peeter Verlegh is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

  • 1 Similar Profiles
Product Packaging Medicine & Life Sciences
Cues Medicine & Life Sciences
Blogs Engineering & Materials Science
Marketing Engineering & Materials Science
Blogging Medicine & Life Sciences
Emotions Medicine & Life Sciences
Language Medicine & Life Sciences
Food Packaging Medicine & Life Sciences

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 1996 2019

Purchase intention
Health perception

Outsourcing the pain, keeping the pleasure: Effects of outsourced touchpoints in the customer journey

Kranzbühler, A. M., Kleijnen, M. H. P. & Verlegh, P. W. J., 2019, In : Journal of the Academy of Marketing Science. 47, 2, p. 308-327

Research output: Contribution to JournalArticleAcademicpeer-review

Open Access
Brand evaluation
Consumer responsibility

Paradoxical side effects of green advertising: how purchasing green products may instigate licensing effects for consumers with a weak environmental identity

Meijers, M. H. C., Noordewier, M. K., Verlegh, P. W. J., Willems, W. & Smit, E. G., 1 Jan 2019, (Accepted/In press) In : International Journal of Advertising.

Research output: Contribution to JournalArticleAcademicpeer-review

Open Access

Taking Close Others’ Environmental Behavior Into Account When Striking the Moral Balance? Evidence for Vicarious Licensing, Not for Vicarious Cleansing

Meijers, M. H. C., Noordewier, M. K., Verlegh, P. W. J., Zebregs, S. & Smit, E. G., 2019, (Accepted/In press) In : Environment and Behavior.

Research output: Contribution to JournalArticleAcademicpeer-review

Open Access

When Similarity Beats Expertise-Differential Effects of Patient and Expert Ratings on Physician Choice: Field and Experimental Study

Kranzbühler, A. M., Kleijnen, M. H. P., Verlegh, P. W. J. & Teerling, M., 26 Jun 2019, In : Journal of Medical Internet Research. 21, 6, 12 p., e12454.

Research output: Contribution to JournalArticleAcademicpeer-review

Open Access
Decision Making
Delivery of Health Care
Health Personnel
Health Services

Activities 2014 2016

  • 4 Editorial work
  • 4 Lecture / Presentation

Impliciete meetmethoden voor campagnes gericht op gedragsverandering

L. van de Berg (Speaker), J. Eelen (Speaker), P.W.J. Verlegh (Speaker)
7 Apr 2016

Activity: Lecture / PresentationAcademic

International Journal of Research in Marketing (Journal)

P.W.J. Verlegh (Member of editorial board)

Activity: Peer review and Editorial workEditorial workAcademic

How Consumers’ Self-Construal Affects Their Intention to Endorse Brands on Social Media

S.F. Bernritter (Speaker), A.C. Loermans (Speaker), P.W.J. Verlegh (Speaker), E.G. Smit (Speaker)
21 May 2015

Activity: Lecture / PresentationAcademic

"We" are More Likely to Endorse Than "I": The Effects of Self-Construal and Brand Symbolism on Online Brand Endorsements

S.F. Bernritter (Speaker), A.C. Loermans (Speaker), P.W.J. Verlegh (Speaker), E.G. Smit (Speaker)
3 Jul 2015

Activity: Lecture / PresentationAcademic

How Consumers’ Self-Construal Affects Their Intention to Endorse Brands on Social Media

S.F. Bernritter (Speaker), A.C. Loermans (Speaker), P.W.J. Verlegh (Speaker), E.G. Smit (Speaker)
2 Feb 2015

Activity: Lecture / PresentationAcademic


Best conference paper; ICORIA conference

Jiska Eelen (Recipient), Peren Ozturan-Sabahat (Recipient) & Peeter Verlegh (Recipient), 29 Jun 2017


Grant “Onderzoeksinstrumentarium voor het meten van gedrag”

L. Vandeberg (Recipient), Jiska Eelen (Recipient) & Peeter Verlegh (Recipient), 2015


Press / Media

Hoe maatschappelijke betrokkenheid een marketingmiddel is geworden

Peeter Verlegh


1 media contribution

Press/Media: Expert Comment