Prof. dr. B. (Bas) Donkers

Full Professor

Department of Business Economics

Erasmus School of Economics (ESE)

Erasmus University Rotterdam

Fellow ERIM

Field: Marketing

Affiliated since 2000

T: +31 10 4082411

E: donkers@ese.eur.nl

Bas Donkers is a 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.

Work in Progress

D. Tsekouras, B.G.C. Dellaert, A.C.D. Donkers & G. Haubl (2019). Product Set Granularity and Consumer Response to Recommendations. Journal of the Academy of Marketing Science .

Publications (59)

Key Publications (6)

B.J.D. Jacobs, B. Donkers & D. Fok (2016). Model-based Purchase Predictions for Large Assortments. Marketing Science, 35 (3), 389-404. doi: 10.1287/mksc.2016.0985
B.G.C. Dellaert, B. Donkers & A. van Soest (2012). Complexity Effects in Choice Experiment-Based Models. Journal of Marketing Research, 49 (3), 424-434. doi: 10.1509/jmr.09.0315
N.M. Almeida Camacho, B. Donkers & S. Stremersch (2011). Predictably Non-Bayesian: Quantifying Salience Effects in Physician Learning about Drug Quality. Marketing Science, 30 (2), 305-320. doi: 10.1287/mksc.1100.0624
G. Haeubl, B.G.C. Dellaert & B. Donkers (2010). Tunnel Vision: Local Behavioral Influences on Consumer Decisions in Product Search. Marketing Science, 29 (3), 438-455. doi: 10.1287/mksc.1090.0525
M. van Diepen, B. Donkers & P.H.B.F. Franses (2009). Does Irritation Induced by Charitable Direct Mailings Reduce Donations? International Journal of Research in Marketing, 26 (3), 180-188. doi: 10.1016/j.ijresmar.2009.03.007
B. Donkers, M. van Diepen & P.H.B.F. Franses (2009). Dynamic and Competitive Effects of Direct Mailings: A Charitable Giving Application. Journal of Marketing Research, 46 (1), 120-133. doi: 10.1509/jmkr.46.1.120

Articles (48)

M.F. Jonker, B. Donkers, E.W. de Bekker - Grob & E.A. Stolk (2019). Attribute level overlap (and color coding) can reduce task complexity, improve choice consistency, and decrease the dropout rate in discrete choice experiments. Health Economics, 28 (3), 350-363. doi: 10.1002/hec.3846
M.F. Jonker, B. Donkers, E.W. de Bekker - Grob & E.A. Stolk (2018). Advocating a Paradigm Shift in Health-State Valuations: The Estimation of Time-Preference Corrected QALY Tariffs. Value in Health, 21 (8), 993-1001. doi: 10.1016/j.jval.2018.01.016
S. Lim, M.F. Jonker, M. Oppe, B. Donkers & E.A. Stolk (2018). Severity-Stratified Discrete Choice Experiment Designs for Health State Evaluations. Pharmacoeconomics (Print), 36 (11), 1377-1389. doi: 10.1007/s40273-018-0694-6
M.F. Jonker, B. Donkers, E.W. de Bekker - Grob & E.A. Stolk (2018). The Effect of Level Overlap and Color Coding on Attribute Non-attendance in Discrete Choice Experiments. Value in Health, 21 (7), 767-771. doi: 10.1016/j.jval.2017.10.002
B.G.C. Dellaert, J. Swait, W. Adamowicz, T.A. Arentze, E. Bruch, E. Cherchi, C.G. Chorus, B. Donkers, F. Feinberg, A.A.J. Marley & L. Salisbury (2018). Individuals’ Decisions in the Presence of Multiple Goals. Customer Needs and Solutions, 5 (1), 51-64. doi: 10.1007/s40547-017-0071-1
E.W. de Bekker - Grob, J. Veldwijk, M.F. Jonker, B. Donkers, J. Huisman, S. Buis, J. Swait, E. Lancsar, C. Witteman, G.J. Bonsel & P.J.E. Bindels (2018). The impact of vaccination and patient characteristics on influenza vaccination uptake of elderly people: A discrete choice experiment. Vaccine, 36 (11), 1467-1476. doi: 10.1016/j.vaccine.2018.01.054
B. Donkers, M. van Diepen & P.H.B.F. Franses (2017). Do charities get more when they ask more often? Evidence from a unique field experiment. Journal of Socio-economics, 66 , 58-65. doi: 10.1016/j.socec.2016.05.006
M.F. Jonker, A.E. Attema, B. Donkers, E.A. Stolk & M.M. Versteegh (2017). Are Health State Valuations from the General Public Biased? A Test of Health State Reference Dependency Using Self-assessed Health and an Efficient Discrete Choice Experiment. Health Economics, 26 (12), 1534-1547. doi: 10.1002/hec.3445
L.M.A. Goossens, M.P.M.H. van Molken, M.R.S. Boland, B. Donkers, M.F. Jonker, A.H.M. Slok, Ph.L. Salome, C.P. van Schayck, J.C.C.M. in 't Veen & E.A. Stolk (2017). ABC Index: quantifying experienced burden of COPD in a discrete choice experiment and predicting costs. BMJ Open, 7 (12). doi: 10.1136/bmjopen-2017-017831.
B.J.D. Jacobs, B. Donkers & D. Fok (2016). Model-based Purchase Predictions for Large Assortments. Marketing Science, 35 (3), 389-404. doi: 10.1287/mksc.2016.0985
E.W. de Bekker-Grob, A.C.D. Donkers, M.F. Jonker & E.A. Stolk (2015). Sample Size Requirements for Discrete-Choice Experiments in Healthcare: a Practical Guide. The patient: Patient-Centered Outcomes Research, 8 (5), 373-384. doi: 10.1007/s40271-015-0118-z
R. van Schie, B.G.C. Dellaert & B. Donkers (2015). Promoting Later Planned Retirement: Construal Level Intervention Impact Reverses with Age. Journal of Economic Psychology, 50 , 124-131. doi: 10.1016/j.joep.2015.06.010
M.F. Jonker, B. Donkers, B. Chaix, F.J. van Lenthe, A. Burdorf & J.P. Mackenbach (2015). Estimating the Impact of Health-related Behaviors on Geographic Variation in Cardiovascular Mortality A New Approach Based on the Synthesis of Ecological and Individual-level Data. Epidemiology, 26 (6), 888-897. doi: 10.1097/EDE.0000000000000378
M.F. Jonker, F.J. van Lenthe, B. Donkers, J.P. Mackenbach & A. Burdorf (2014). The effect of urban green on small-area (healthy) life expectancy. Journal of Epidemiology and Community Health, 68 (10), 999-1002. doi: 10.1136/jech-2014-203847
L.M.A. Goossens, C.M.A. Utens, F.W. Smeenk, B. Donkers, C.P. van Schayck & M.P.M.H. Rutten - van Molken (2014). Should I stay or should I go home? A latent class analysis of a discrete choice experiment on hospital-at-home. Value in Health, 17 (5), 588-596. doi: 10.1016/j.jval.2014.05.004
E.W. de Bekker-Grob, M. Bliemer, B. Donkers, M.L. Essink-Bot, I.J. Korfage, M.J. Roobol-Bouts, C.H. Bangma & E.W. Steyerberg (2013). Patients' and urologists' preferences for prostate cancer treatment: a discrete choice experiment. British Journal of Cancer, 109 (3), 633-640. doi: 10.1038/bjc.2013.370
E.W. de Bekker-Grob, J.M. Rose, B. Donkers, M.L. Essink-Bot, C.H. Bangma & E.W. Steyerberg (2013). Men's preferences for prostate cancer screening: a discrete choice experiment. British Journal of Cancer, 108 (3), 533-541. doi: 10.1038/bjc.2013.5
M.F. Jonker, P. Congdon, F.J. van Lenthe, B. Donkers, A. Burdorf & J.P. Mackenbach (2013). Small-area health comparisons using health-adjusted life expectancies: A Bayesian random-effects approach. Health & Place, 23 (September), 70-78. doi: 10.1016/j.healthplace.2013.04.003
M.F. Jonker, F.J. van Lenthe, B. Donkers, P. Congdon, A. Burdorf & J.P. Mackenbach (2013). The impact of nursing homes on small-area life expectancies. Health & Place, 19 (January), 25-32. doi: 10.1016/j.healthplace.2012.09.012
M.F. Jonker, F.J. van Lenthe, P.D. congdon, B. Donkers, A. Burdorf & J.P. Mackenbach (2012). Comparison of Bayesian Random-Effects and Traditional Life Expectancy Estimations in Small-Area Applications. American Journal of Epidemiology, 176 (10), 929-937. doi: 10.1093/aje/kws152
R. van Schie, A.C.D. Donkers & B.G.C. Dellaert (2012). Saving Adequacy Uncertainty: Driver or Obstacle for Retirement Decision Making? Journal of Economic Psychology, 33 (4), 882-896. doi: 10.1016/j.joep.2012.04.004
B.G.C. Dellaert, B. Donkers & A. van Soest (2012). Complexity Effects in Choice Experiment-Based Models. Journal of Marketing Research, 49 (3), 424-434. doi: 10.1509/jmr.09.0315
N.M. Almeida Camacho, B. Donkers & S. Stremersch (2011). Predictably Non-Bayesian: Quantifying Salience Effects in Physician Learning about Drug Quality. Marketing Science, 30 (2), 305-320. doi: 10.1287/mksc.1100.0624
L.H.H.M. Boonen, B. Donkers & F.T. Schut (2011). Channeling consumers to preferred providers and the impact of status-quo bias: does type of provider matter? Health Services Research, 46 (2), 510-530. doi: 10.1111/j.1475-6773.2010.01196.x
Y. Li, B. Donkers & B. Melenberg (2010). The econometric analysis of microscopic simulation models. Quantitative Finance, 10 (10), 1187-1201. doi: 10.1080/14697680903460176 [go to publisher's site]
G. Haeubl, B.G.C. Dellaert & B. Donkers (2010). Tunnel Vision: Local Behavioral Influences on Consumer Decisions in Product Search. Marketing Science, 29 (3), 438-455. doi: 10.1287/mksc.1090.0525
V. Kumar, L. Aksoy, B. Donkers, R. Venkatesan, T. Wiesel & S. Tillmanns (2010). Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value. Journal of Service Research, 13 (3), 287-319. doi: 10.1177/1094670510375602
E.W. de Bekker-Grob, L. Hol, B. Donkers, L. van Dam, J.D.F. Habbema, M.E. van Leerdam, E.J. Kuipers, M.L. Essink-Bot & E.W. Steyerberg (2010). Labeled versus Unlabeled Discrete Choice Experiments in Health Economics: An Application to Colorectal Cancer Screening. Value in Health, 13 (2), 315-323. doi: 10.1111/j.1524-4733.2009.00670.x
E.W. de Bekker-Grob, R. Hofman, B. Donkers, M. van Ballegooijen, T.J.M. Helmerhorst, H. Raat & I.J. Korfage (2010). Girls' preferences for HPV vaccination: A discrete choice experiment. Vaccine, 28 (41), 6692-6697. doi: 10.1016/j.vaccine.2010.08.001
L. Hol, E.W. de Bekker-Grob, L. van Dam, B. Donkers, E.J. Kuipers, J.D.F. Habbema, E.W. Steyerberg, M.E. van Leerdam & M.L. Essink-Bot (2010). Preference for Colorectal Cancer Screening Strategies; a Discrete Choice Experiment. British Journal of Cancer, 102 (6), 972-980. doi: 10.1038/sj.bjc.6605566
M.E. Kruijshaar, M.L. Essink-Bot, B. Donkers, C.W.N. Looman, P.D. Siersema & E.W. Steyerberg (2009). A labelled discrete choice experiment adds realism to the choices presented: preferences for surveillance tests for Barrett esophagus. BMC Medical Research Methodology, 9 (1), 31-10. doi: 10.1186/1471-2288-9-31
L.H.H.M. Boonen, F.T. Schut, B. Donkers & A.H.E. Koolman (2009). Which preferred providers are really preferred? Effectiveness of insurers' channeling incentives on pharmacy choice. International Journal of Health Care Finance and Economics, 9 (4), 347-366. doi: 10.1007/s10754-009-9055-5 [go to publisher's site]
M. van Diepen, B. Donkers & P.H.B.F. Franses (2009). Does Irritation Induced by Charitable Direct Mailings Reduce Donations? International Journal of Research in Marketing, 26 (3), 180-188. doi: 10.1016/j.ijresmar.2009.03.007
B. Donkers, M. van Diepen & P.H.B.F. Franses (2009). Dynamic and Competitive Effects of Direct Mailings: A Charitable Giving Application. Journal of Marketing Research, 46 (1), 120-133. doi: 10.1509/jmkr.46.1.120
B. Donkers & M. Schafgans (2008). Estimation and Specification of Semiparametric Multiple Index Models. Econometric Theory, 24 (6), 1584-1606. doi: 10.1017/S0266466608080626
P.C. Verhoef, F. Langerak & B. Donkers (2007). Understanding brand and dealer retention in the new car market: The moderating role of brand tier. Journal of Retailing, 83 (1), 97-113. doi: 10.1016/j.jretai.2006.10.007
B. Donkers, P.C. Verhoef & M.G. de Jong (2007). Modeling CLV: A test of competing models in the insurance industry. Quantitative Marketing and Economics, 5 (2), 163-190. doi: 10.1007/s11129-006-9016-y
B. Donkers, R. Paap, J.J. Jonker & P.H.B.F. Franses (2006). Deriving Target Selection Rules from Endogenously Selected Samples. Journal of Applied Econometrics, 21 (5), 549-562. doi: 10.1002/jae.858 [go to publisher's site]
P.C. Verhoef & B. Donkers (2005). The effect of acquisition channels on customer loyalty and cross-buying. Journal of Interactive Marketing, 19 (2), 31-43. doi: 10.1002/dir.20033
B.L.K. Vroomen, B. Donkers, P.C. Verhoef & P.H.B.F. Franses (2005). Selecting Profitable Customers for Complex Services on the Internet. Journal of Service Research, 8 (1), 37-47. doi: 10.1177/1094670505276681
B. Donkers, P.H.B.F. Franses & P.C. Verhoef (2003). Selective Sampling for Binary Choice Models. Journal of Marketing Research, 40 (4), 492-497. doi: 10.1509/jmkr.40.4.492.19395 [go to publisher's site]
E. Verwaal & B. Donkers (2003). Customs-related transaction costs, firm size and international trade intensity. Small Business Economics, 21 (3), 257-271. doi: 10.1023/A:1025702520091
P.C. Verhoef, P.H.B.F. Franses & B. Donkers (2002). Changing perceptions and changing behavior in customer relationships. Marketing Letters, 13 (2), 121-134. doi: 10.1023/A:1016093819299
E. Verwaal & B. Donkers (2002). Firm size and export intensity: solving a empirical puzzle. Journal of International Business Studies, 33 (3), 603-613.
B. Donkers, B. Melenberg & A. van Soest (2001). Estimating risk attitudes using lotteries: a large sample approach. Journal of Risk and Uncertainty, 22 (2), 165-195. doi: 10.1023/A:1011109625844
P.C. Verhoef & B. Donkers (2001). Predicting customer potential value: an application to the insurance industry. Decision Support Systems, 32 (2), 189-199. doi: 10.1016/S0167-9236(01)00110-5
M. Das & B. Donkers (1999). How certain are Dutch households about future income? An empirical analysis. The Review of Income and Wealth, 45 , 325-338.
B. Donkers & A. van Soest (1999). Subjective measure of household preferences and financial decision. Journal of Economic Psychology, 20 , 613-642.

Doctoral Thesis

B. Donkers (2000, juni 30). Subjective information in economic decision making. Tilburg University (202 pag.) (Amsterdam: Thela Thesis) Prom./coprom.: prof.dr. A.H.O. van Soest.

Inaugural Speech

B. Donkers (2013). The customer cannot choose. (2013, april 12). Rotterdam: Erasmus Research Institute of Management

Professional Publications (9)

S. Wendel, M. Dai, B. Donkers & B.G.C. Dellaert (2016). Consumer Retirement Planning over the Life Cycle: Normative and Behavioral Perspectives on Assisting Consumer Decision-Making. In Netspar Survey Paper 48
B.G.C. Dellaert, B. Donkers, M. Turlings, T.B.M. Steenkamp & E. Vermeulen (2016). Naar een nieuwe aanpak voor risicoprofielmeting voor deelnemers in pensioenregelingen. (Extern rapport, Netspar Design Papers, no 49). Tilburg: Netspar
A.C.D. Donkers, C.J. da Silva Lourenço, D.G. Goldstein & B.G.C. Dellaert (2014). The Distribution Builder: An Interactive Online Tool to Support Consumers in Financial Investment and Pension Decisions. In A.E. Bronner & et al. (Eds.), Ontwikkelingen in het Marktonderzoek: Jaarboek 2014 MarktOnderzoekAssociatie (pp. 217-227). Haarlem: Spaar en Hout
B. Donkers (2013). De consument kan niet kiezen. Tijdschrift voor Marketing, juni 2013 , 44-45.
M. Van Diepen, B. Donkers & P.H.B.F. Franses (2011). Stijgen de inkomsten van goede doelen als ze vaker om een gift vragen? Inzichten van een veldexperiment. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2011 (5), 81-96.
M. van Diepen, B. Donkers & P.H.B.F. Franses (2006). Dynamic and Competitive Effects of Direct Mailings. (Intern rapport, ERIM Report Series, no 050-MKT). 3000 DR Rotterdam: ERIM
B. Donkers, P.H.B.F. Franses & P.C. Verhoef (2003). Steekproeftrekking bij Onderzoek naar Zeldzame Uitkomsten. In A A (Ed.), Jaarboek Marktonderzoek Associatie (pp. 221-231). A: A
P.C. Verhoef, B. Donkers & C.H. de Vos van Steenwijk (2002). Telecombedrijven moeten werken aan klantwaarde. Marketing Tribune, 42 , 10-11.
B. Donkers & E. Verwaal (2001). Bedrijfskosten van douaneprocedures: analyse van een verborgen handelsbarrière. MAB, 75 (7/8), 314-320.

PhD Tracks (13)

Health and Marketing: Essays on Physician and Patient Decision-Making

Role: Co-promotor
PhD Candidate: Nuno Almeida Camacho
Time frame: 2005 - 2011

Dynamics and Competition in Charitable Giving

Role: Co-promotor
PhD Candidate: Merel van Diepen
Time frame: 2004 - 2009

The Effects of the Internet, Recommendation Quality and Decision Strategies on Consumer Choice

Role: Co-promotor
PhD Candidate: Björn Vroomen
Time frame: 2000 - 2006

A Consumer Perspective on Flexibility in Health Care: Priority Access Pricing and Customized Care

Role: Member Doctoral Committee
PhD Candidate: Tim Benning
Time frame: 2007 - 2011

No Pain No Gain: The Beneficial Role of Consumer Effort in Decision-Making

Role: Member Doctoral Committee
PhD Candidate: Dimitrios Tsekouras
Time frame: 2006 - 2012

Planning for retirement: Save more or retire later?

Role: Daily Supervisor
PhD Candidate: Ron van Schie
Time frame: 2008 - 2017

Understanding Salesforce Behavior using Genetic Association Studies

Role: Member Doctoral Committee
PhD Candidate: Wouter van den Berg
Time frame: 2008 - 2014

Social Neuromarketing: The Role of Social Context in Measuring Advertising Effectiveness

Role: Member Doctoral Committee
PhD Candidate: Rumen Pozharliev
Time frame: 2012 - 2017

Marketing Analytics for High-Dimensional Assortments

Role: Promotor
PhD Candidate: Bruno Jacobs
Time frame: 2012 - 2017

Collaborative Idea Selection

Role: Promotor
PhD Candidate: Muhammad Asim
Time frame: 2015 -

Marketing modelling for large-scale assortments

Role: Co-promotor
PhD Candidate: Luuk van Maasakkers
Time frame: 2018 -

PhD project in the marketing department at the Erasmus School of Economics

Role: Promotor
PhD Candidate: Paniz Gorji
Time frame: 2017 -

PhD project in the marketing department at the Erasmus School of Economics

Role: Promotor
PhD Candidate: Yadi Yang
Time frame: 2019 -

Recognitions (4)

Editorial positions

International Journal of Research in Marketing

Member Editorial Review Board

Organization Memberships (3)

Econometric Society (ES)

http://www.econometricsociety.org/

Member Graduate Studies Committee
American Marketing Association (AMA)

Member
Institute for Operations Research and the Management Sciences (INFORMS)

http://www.informs.org/

Member