dr. B. (Bram) Van den Bergh

Rotterdam School of Management (RSM)
Erasmus University Rotterdam
Member ERIM
Field: Marketing
Affiliated since 2009

Bram Van den Bergh studies how we make decisions. Using frameworks borrowed from psychology, economics, and biology, he attempts to uncover the fundamental drivers of our behavior. He published his research in international journals such as the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Marketing and Marketing Science. He is a member of the editorial review board of the Journal of Consumer Research and currently serves as Associate Editor at the Journal of Consumer Psychology as well as at the International Journal of Research in Marketing. Dr. Van den Bergh obtained his Phd at KULeuven (Belgium) and joined Rotterdam School of Management in 2009.


  • Academic (20)
    • Chun, L., Lembregts, C., & Van den Bergh, B. (Accepted/In press). Mind over minutes: The effect of task duration consideration on task delay. Journal of Consumer Psychology. https://doi.org/10.1002/jcpy.1390

    • Esterzon, E., Lemmens, A., & Van den Bergh, B. (2023). Enhancing donor agency to improve charitable giving: Strategies and heterogeneity. Journal of Marketing, 87(4), 636-655. https://doi.org/10.1177/00222429221148969

    • Caprioli, S., Fuchs, C., & Van den Bergh, B. (2023). On Breaking Functional Fixedness. How the Aha! Moment Enhances Perceived Product Creativity and Product Appeal. Journal of Consumer Research, 50(1), 48-69. https://doi.org/10.1093/jcr/ucad010

    • Stuppy, A., & Van Den Bergh, B. (2022). How sampling high- and low-quality products affects enjoyment. Psychology and Marketing, 39(4), 726-740. https://doi.org/10.1002/mar.21616

    • Tuk, M., Prokopec, S., & Van den Bergh, B. (2021). Do versus Don't: The Impact of Framing on Goal Level Setting: Journal of Consumer Research, Volume 47, Issue 6, April 2021, Pages . Journal of Consumer Research, 1003–1024. https://doi.org/10.1093/jcr/ucaa050, https://doi.org/https://doi-org.eur.idm.oclc.org/10.1093/jcr/ucaa050

    • Lembregts, C., & Van den Bergh, B. (2019). Making Each Unit Count: The Role of Discretizing Units in Quantity Expressions. Journal of Consumer Research, 45(5), 1051-1067. https://doi.org/10.1093/jcr/ucy036

    • Van den Bergh, B., Heuvinck, N., Schellekens, GAC., & Vermeir, I. (2016). Altering Speed of Locomotion. Journal of Consumer Research, 43(3), 407-428. https://doi.org/10.1093/jcr/ucw031

    • van der Lans, RJA., Van den Bergh, B., & Dieleman, E. (2014). Partner Selection in Brand Alliances: An Empirical Investigation of the Drivers of Brand Fit. Marketing Science, 33(4), 551-566. https://doi.org/10.1287/mksc.2014.0859

    • Aspara, J., & Van den Bergh, B. (2014). Naturally designed for masculinity vs. femininity? Prenatal testosterone predicts male consumers' choices of gender-imaged products. International Journal of Research in Marketing, 31(1), 117-121. https://doi.org/10.1016/j.ijresmar.2013.09.001

    • Evangelidis, I., & Van den Bergh, B. (2013). The number of fatalities drives disaster aid: Increasing sensitivity to people in need. Psychological Science, 24(11), 2226-2234. https://doi.org/10.1177/0956797613490748

    • Boksem, M., Mehta, PH., Van den Bergh, B., van Son, V., Trautmann, ST., Roelofs, K., Smidts, A., & Sanfey, AG. (2013). Testosterone Inhibits Trust but Promotes Reciprocity. Psychological Science, 24(11), 2306-2314. https://doi.org/10.1177/0956797613495063

    • Millet, K., Lamey, L., & Van den Bergh, B. (2012). Avoiding negative vs. achieving positive outcomes in hard and prosperous economic times. Organizational Behavior and Human Decision Processes, 117(2), 275-284. https://doi.org/10.1016/j.obhdp.2011.11.008

    • Janssens, K., Pandelaere, M., Van den Bergh, B., Millet, K., Lens, I., & Roe, K. (2011). Can Buy Me Love: Mate attraction goals lead to perceptual readiness for status products. Journal of Experimental Social Psychology, 47(1), 254-258. https://doi.org/10.1016/j.jesp.2010.08.009

    • Van den Bergh, B., Schmitt, J., & Warlop, L. (2011). Embodied Myopia. Journal of Marketing Research, 48(6), 1033-1044. https://doi.org/10.1509/jmr.09.0503

    • Griskevicius, V., Tybur, J., & Van den Bergh, B. (2010). Going green to be seen: Status, reputation, and conspicuous conservation. Journal of Personality and Social Psychology, 98(3), 392-404. https://doi.org/10.1037/a0017346

    • Pandelaere, M., Millet, K., & Van den Bergh, B. (2010). Madonna or Don McLean? The effect of order of exposure on relative liking. Journal of Consumer Psychology, 20(4), 442-451. https://doi.org/10.1016/j.jcps.2010.07.003

    • Van den Bergh, B., Dewitte, S., & Warlop, L. (2008). Bikinis instigate generalized impatience in intertemporal choice. Journal of Consumer Research, 35(1), 85-97. https://doi.org/10.1086/525505

    • Van den Bergh, B., & Dewitte, S. (2006). The robustness of the ‘Raise-The-Stakes’ strategy: Coping with exploitation in noisy Prisoner’s Dilemma Games. Evolution and Human Behavior, 27(1), 19-28. https://doi.org/10.1016/j.evolhumbehav.2005.04.006

    • Van den Bergh, B., & Dewitte, S. (2006). Digit ratio (2D:4D) moderates the impact of sexual cues on men's decisions in ultimatum games. Proceedings of the Royal Society of London Series B-Biological Sciences, 273, 2091-2095. https://doi.org/10.1098/rspb.2006.3550

    • Van den Bergh, B., Dewitte, S., & De Cremer, D. (2006). Are prosocials unique in their egalitarianism? The pursuit of equality in outcomes among individualists. Personality and Social Psychology Bulletin, 32(9), 1219-1231. https://doi.org/10.1177/0146167206289346

  • Professional (6)
  • Academic (1)
    • Griskevicius, V., Ackerman, J., Van den Bergh, B., & Li, YJ. (2011). Fundamental motives and business decisions. In G. Saad (Ed.), Evolutionary Psychology in the Business Sciences (pp. 1033-1044). Springer-Verlag.

  • International Journal of Research in Marketing (Journal)

    Editorial work (Academic)

  • Journal of Consumer Psychology (Journal)

    Editorial work (Academic)

  • Journal of Consumer Research (Journal)

    Editorial work (Academic)

  • Role: Co-promotor, Daily Supervisor
  • PhD Candidate: Ioannis Evangelidis
  • Time frame: 2010 - 2015
  • Role: Daily Supervisor
  • PhD Candidate: Manissa Gunadi
  • Time frame: 2015 - 2022
  • Role: Member Doctoral Committee
  • PhD Candidate: Anika Stuppy
  • Time frame: 2013 - 2018
  • Role: Member Doctoral Committee
  • PhD Candidate: Eugina Leung
  • Time frame: 2014 - 2019
  • Role: Co-promotor, Daily Supervisor
  • PhD Candidate: Youngjin Chun
  • Time frame: 2018 -
  • Role: Member Doctoral Committee
  • PhD Candidate: Linda Couwenberg
  • Time frame: 2012 - 2020
  • Role: Co-promotor
  • Role: Co-promotor
  • PhD Candidate: Marina Lenkovskaya
  • Time frame: 2021 -
  • Role: Co-promotor
  • PhD Candidate: Ting-Yi Lin
  • Time frame: 2021 -
  • Role: Member Doctoral Committee
  • PhD Candidate: Viktor Koritarov
  • Time frame: 2013 - 2021
The effect of visual metaphors on attention capture and attention transfer of advertisement elements.
  • Role: Co-promotor
  • PhD Candidate: Ramiro Caso Besada
  • Time frame: 2020 -
Efficient Resource Management to Scale-Up Family Planning Outreach Service Delivery
  • Role: Co-promotor
  • PhD Candidate: Linda van Rijn
  • Time frame: 2015 -

The Marketing group at Rotterdam School of Management, Erasmus University seeks a highly motivated PhD student with strong quantitative skills to study the problem of algorithmic biases in marketing.

As machines are trained to analyse complex problems, many tasks that previously required humans are now guided by Artificial Intelligence. Marketing is no exception in this domain. Increasingly, companies use algorithms to design targeted marketing campaigns. Causal Machine Learning is an emerging research field that can learn the causal effect of an intervention and how it varies within a population based on a large set of potential moderating variables. Its use in marketing has been rapidly growing over the last years (Lemmens and Gupta 2020; Esterzon, Lemmens, Van den Bergh 2023).

Unfortunately, algorithms can be discriminatory. The number of cases reporting biases in algorithms has exploded. Algorithms reproduce and amplify biases present in human decisions. They may even inadvertently create new discriminatory outcomes.

This PhD project ambitions to tackle this crucial managerial and societal challenge. The goal will be to better understand the problem of algorithmic biases in the context of targeting marketing campaigns and to develop a novel methodological framework to design effective and fair personalized policies. The project will include large-scale field experiments in collaboration with company partners.

Strong applicants typically have backgrounds in computer science, statistics or econometrics but should have an intrinsic interest for marketing problems. The PhD will be supervised by Prof. Dr. Aurélie Lemmens  and funded by a VICI NWO grant.

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Research Seminar
As: Speaker
Research Seminar
As: Speaker


Visiting address

Office: Mandeville Building T10-15
Burgemeester Oudlaan 50
3062 PA Rotterdam

Postal address

Postbus 1738
3000 DR Rotterdam