Inaugural Address: The Customer Cannot Choose
On Friday 12 April 2013 <link people bas-donkers>Bas Donkers, Professor of Marketing Research, presented his inaugural address entitled The Customer Cannot Choose.
About the Inaugural Address
People can choose and they do make many choices each and every day. What most people are unaware of is how strong the impact of their environment is on the choices they make.
This inaugural address highlights the impact of what people see (and what they don’t see), of what people experience (and what they don’t experience), or more generally, the impact of salient decision characteristics. Evidence will be provided in a number of applications that range from online consumer search behaviour to physician prescription behaviour.
The lessons to be learned from this for marketers and policy makers alike are highlighted in the context of pension savings decisions and health state valuations.
About Bas Donkers
<link people bas-donkers>
Bas Donkers is Endowed Professor of Marketing Research at the Erasmus School of Economics.
His research examines consumer decision-making from a behavioural perspective and relies on the use of advanced quantitative analyses as well as various advanced market research techniques to establish new and ground breaking insights in the field.
He has published articles in the leading journals in the field including the Journal of Marketing Research and Marketing Science.
