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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 VU Amsterdam 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:

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


Peeter studies consumer responses to branding and marketing communications, as well as the social interactions among consumers (i.e., word of mouth and social media). In his research he emphasizes topics and 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):

A.W. Eigenraam, J. Eelen, & P.W.J. Verlegh (2021). Let Me Entertain You? The Importance of Authenticity in Online Customer Engagement. Journal of Interactive Marketing, 54, 53-68

A.M. Kranzbuhler, A. Zerres, M. Kleijnen & P.W.J. Verlegh (2020). Beyond valence: a meta-analysis of discrete emotions in firm-customer encounters. Journal of the Academy of Marketing Science, 48, 478-498

I.H. Ikonen, F. Sotgiu, A. Aydinli & P.W.J. Verlegh (2020). Consumer Effects of Front-of-Package Nutrition Labeling: An Interdisciplinary Meta-Analysis. Journal of the Academy of Marketing Science, 48, 360-383

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

Kranzbühler, A. M., Kleijnen, M. H., Verlegh, P. W., & Teerling, M. (2019). When Similarity Beats Expertise—Differential Effects of Patient and Expert Ratings on Physician Choice: Field and Experimental Study. Journal of Medical Internet research21(6), e12454.

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 (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 - 2021-07-31

Ancillary activities are updated daily


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