prof.dr. (Steven) STLR Sweldens

prof.dr. (Steven) STLR Sweldens

Professor of Consumer Behavior and Marketing

Full professor Rotterdam School of Management, Erasmus University Department of Marketing Management
Burg. Oudlaan 50, Rotterdam
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Steven Sweldens obtained his PhD in Marketing at Erasmus University in 2009, after which he became a marketing professor at INSEAD. There he taught courses in marketing strategy (MBA), social psychological foundations of management (PhD), experimental design (PhD) and marketing in the financial sector (executive education). His teaching skills were lauded every year with the INSEAD “Dean’s Commendation for Excellence in MBA Teaching.” At INSEAD, he published a case study on the Renova Paper Company, which became an instant best-seller, won the highest award at the Case Awards in 2012 and is now recognized as one of the ‘10 classic cases in Marketing’ according to the Case Center. In 2014, Steven returned to RSM Erasmus University where he teaches the marketing core course in RSM’s MBA and EMBA programs. The course offers a dynamic mix of theory, case discussions and simulation experience and is one of the most highly evaluated courses at RSM. It was therefore lauded with the RSM Dean’s “Innovative Teaching Award” in 2018. Most recently, Steven published a case study on TomTom, the navigation technology company, which again was lauded with multiple awards among which the Outstanding Case Writer award in 2020 and the Marketing Case award of 2021.

Steven’s academic research interests center on the psychological laws underlying advertising and the creation of brand attitudes. The importance of his research was recognized with several awards, winning for example the EMAC McKinsey Award for the best European Marketing Dissertation, was runner-up for the American Marketing Association John A. Howard Award for the worldwide best marketing dissertation, and won several Dutch national awards. His work was published in the top scientific journals in marketing (Journal of Consumer Research, Journal of Marketing Research), psychology (Journal of Experimental Psychology: General, Personality and Social Psychology Review) and organizational behavior (Organizational Behavior and Human Decision Processes).

You can download his CV here.

  • Steven Sweldens (2014) - Journal of Consumer Research (Journal)

Current Topics in Marketing Research

Year Level
PhD, master
Course Code

Marketing Strategy

Year Level
master, IM/CEMS, Exchange, ERIM
Course Code

  • Anne-Sophie Lenoir

    Are You Talking to Me? Addressing Consumers in a Globalised World
  • Christilene du Plessis

    Influencers: The Role of Social Influence in Marketing
  • Jia Gai

    Contextualized Consumers: Theories and Evidence on Consumer Ethics, Product Recommendations, and Self-Control
  • Camilla Zallot

    Doctoral Research in Consumer Behavior
  • Youngjin Chun

    Doctoral Research in Consumer Behavior
  • Marina Lenkovskaya

    Doctoral Research in Marketing (Marketing Science, Consumer Behaviour or Consumer Neuroscience
  • Ting-Yi Lin

    Doctoral Research in Marketing (Marketing Science, Consumer Behaviour or Consumer Neuroscience
  • Yue Zhang

    Doctoral Research in Marketing (Marketing Science, Consumer Behaviour, or Consumer Neuroscience)

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