L.E. (Linda) Couwenberg MSc

Linda Couwenberg
Rotterdam School of Management (RSM)
Erasmus University Rotterdam
ERIM PhD Candidate
Field: Marketing
Affiliated since 2012

Linda Couwenberg is a PhD candidate in Marketing Management at Rotterdam School of Management. Linda is also part of the Decision Neuroscience Lab at the Donders Institute for Brain, Cognition and Behavior, and combines behavioral experiments with neuroimaging methods. Her core research interests are in the areas of decision making and motivation. Within these broad domains, she has several streams of research. In her research on decision making, she focuses on the drivers of diversification and satiation. In her research on motivation, she examines the dynamics of goal progress and its influence on motivation to obtain a reward. Linda holds a MSc (Research) in Psychology (cum laude).  

PhD Track Context Dependent Valuation. A neuroscientific perspective on consumer decision-making

People often use contextual information as reference points to determine the desirability of an outcome. These contextual cues can strongly impact our attitudes and behavior toward an outcome, even if this information is not directly related to the outcome itself. This dissertation takes an interdisciplinary approach to study how different types of contextual information can increase the desirability of anticipated outcomes and thereby influence common, everyday, (consumer) behaviors. As measuring implicit decision-making processes can be challenging, neuroscientific methodology can provide valuable insights. Across three empirical chapters, this research examines how the brain evaluates contextual information prior to deciding on a subsequent course of action, by combining theory and methodology from consumer behavior and neuroscience. Specifically, behavioral tasks are combined with functional magnetic resonance imaging (fMRI) methodology to study the neural processes underlying goal-directed behavior, the neural mechanisms of variety seeking in a consumer choice context, and the neural responses to ad appeals. This dissertation demonstrates how an interdisciplinary research approach can facilitate theory development and shape models of consumer decision-making. Ideas for the application of insights to marketing, user experience design, and public policy are discussed.

Consumer neuroscience, context effects, consumer behavior, decision-making, fMRI, marketing, decision neuroscience, motivation, brain
Time frame
2012 -


Visiting address

Office: Mandeville Building T10-07
Burgemeester Oudlaan 50
3062 PA Rotterdam

Postal address

Postbus 1738
3000 DR Rotterdam