M.A.S. (Maarten) Boksem

Associate Professor
Rotterdam School of Management (RSM)
Erasmus University Rotterdam
Member ERIM
Field: Marketing
Affiliated since 2010

The main theme of my research has been performance monitoring and outcome evaluation: what happens in the brain when we make a mistake, and how does this affect subsequent behaviour? Do we learn from our mistakes? Can we pinpoint patterns of brain activity that predict whether we will or will not learn from our mistakes? I am also interested in how the social context influences how we evaluate our own behaviour: how is it different for you when I tell you that your decision resulted in failure, while your colleague’s decision also resulted in failure, compared to the situation where you have failed, but your colleague succeeded? Are there differences in how the brain processes these situations (in which your objective outcome is the same)? Does it matter if this colleague is your supervisor or your assistant (i.e. how does social status influence these processes)? How do social cues (for example others’ facial expressions) influence how you evaluate your performance? How do hormone-levels, such as oxytocin, testosterone and cortisol, influence how you evaluate actions, both your own and those of others?

Over the last several years I have also become interested in Neuroeconomics, Consumer Neuroscience and Neuromarketing. My main current line of research in these fields focusses on two central questions: can we predict consumer behaviour from brain activity (and do such neural measures add anything to more traditional measures), and do brain measurements reveal additional evaluative information about marketing stimuli (commercials, advertisements), that cannot be obtained through traditional means? We find that it is indeed possible to predict consumer behaviour on the population level from brain data obtained from a limited number of students in our lab, and that these brain-measures increase predictive accuracy of commercial success compared with stated preference measures alone.

  • Schoots, V.C., Smidts, A., Sanfey, A.G. & Boksem, M.A.S. (2015). The effects of social status on the neural processing of positive and negative outcomes. Neuroimage.
  • Ratala, C.E., Boksem, M.A.S., Sanfey, A.G. & Smidts, A. (2015). Valuation bias: the neural mechanism of free-product valuation. Journal of Marketing Research.
  • Couwenberg, L.E., Boksem, M.A.S., Dietvorst, R.C., Verbeke, W.J.M.I. & Smidts, A. (2015). Neural Processes Underlying Functional and Experiential Ad Appeals: Explaining Ad Effectiveness. Journal of Marketing Research.
  • Schoots, V.C., Sanfey, A.G., Smidts, A. & Boksem, M.A.S. (2015). Brain responses predict individual preferences for movies and their population-wide commercial success. Journal of Neuroscience.

Key Publications (10)

  • Boksem, M.A.S. & De Cremer, D. (2009). Morality and the brain. In D. De Cremer (Ed.), Psychological perspectives on ethical behavior and decision making (pp. 153-166). Charlotte: Information Age Publishing.
  • Tops, M., Luu, P., Boksem, M.A.S. & Tucker, D.M. (2013). The Role of Predictive and Reactive Biobehavioral Programs in Resilience. In M. Kent, M.C. Davis, J.W. Reich & J.W. Reich (Eds.), The Resilience Handbook - Approaches to Stress and Trauma (pp. 21-38).
  • Boksem, M.A.S. (2006, Februari 02). Mental fatigue: Costs and benefits. RuG. Prom./coprom.: M.M. Lorist & T.F. Meijman.
Hang-Yee Chan

Mapping the consumer’s brain

Esther Eijlers

The neural underpinnings of successful advertising

Linda Couwenberg

From valuation to action: The neural underpinnings of motivation

Vincent Schoots

You win, I'll buy a lottery ticket

Editorial positions

  • Frontiers in Cognition

    Editor

  • Fellowship - ERIM early career talent programme (2010)

    Details


Address

Visiting address

Office: Mandeville Building T10-09
Burgemeester Oudlaan 50
3062 PA Rotterdam

Postal address

Postbus 1738
3000 DR Rotterdam
Netherlands

Centres

Work in progress

Schoots, V.C., Smidts, A., Sanfey, A.G. & Boksem, M.A.S. (2015). The effects of social status on the neural processing of positive and negative outcomes. Neuroimage.
Ratala, C.E., Boksem, M.A.S., Sanfey, A.G. & Smidts, A. (2015). Valuation bias: the neural mechanism of free-product valuation. Journal of Marketing Research.

Latest publication

Boksem, M.A.S. & Smidts, A. (2015). Brain responses to movietrailers predict individual preferences for movies and their population-wide commercial success. Journal of Marketing Research, 52 (4), 482-492. doi: http://dx.doi.org/10.1509/jmr.13.0572