Prof. dr. M.G. (Martijn) de Jong

Erasmus School of Economics (ESE)
Erasmus University Rotterdam
Member ERIM
Field: Marketing
Affiliated since 2006

Martijn G. de Jong is a professor of marketing research at the Erasmus School of Economics (ESE). Prof. De Jong's substantive research focuses on consumer well-being (reducing undesirable behaviors; promoting responsible and prosocial behavior). He generally uses large-scale international datasets to develop generalizable consumer behavior theories. His methodological interests include cross-cultural data analysis, stated preference and survey methodology, and the analysis of sensitive questions. He teaches Global Brand Strategy and was formerly the academic director of the master program in marketing.  Prof. De Jong's work has been published in the most prestigious marketing and management journals, such as Management Science, Marketing Science, Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, Quantitative Marketing & Economics. His work has also appeared in top psychometric and psychological journals like Psychometrika, Journal of Personality and Social Psychology. He serves on the editorial boards of the Journal of Marketing Research, Marketing Science, Journal of Consumer Research, and the International Journal of Research in Marketing. Professor de Jong was named an MSI Young Scholar in 2009. He is the recipient of the 2020 AMA Global Marketing Award, the 2015 Paul E. Green award for best paper in the Journal of Marketing Research, Tilburg University's dissertation award 2007, the Johannes Cornelis Ruigrok award 2009 by the Dutch Social and Economic Council, the ERIM outstanding young researcher award 2009, the Erasmus Research prize 2010, and the Christiaan Huygens award 2010 presented by the minister of education.  Major grants received during his career include the EUR fellowship 2007, a Niels Stensen stipend 2007, and the Netherlands Organisation for Scientific Research VENI and VIDI grants. He obtained his PhD in marketing from Tilburg University in 2006, and holds an MSc in Econometrics from Erasmus University. He has been a visiting scholar at Columbia University since 2008. Prof. De Jong has acted as a consultant for various companies in the market research and luxury industries, and he has also served as a legal expert witness.


  • Academic (20)
    • Kolesnyk, DS., de Jong, M. G., & Pieters, R. (2021). Gender Gaps in Deceptive Self-Presentation on Social-Media Platforms Vary With Gender Equality: A Multinational Investigation. Psychological Science, 32(12), 1952-1964.

    • Fuchs, C., de Jong, M., & Schreier, M. (2019). Earmarked donations to charity: Cross-cultural evidence on its appeal to donors across twenty five countries. Management Science, 66(10), 4359-4919.

    • de Jong, M., & Pieters, FGM. (2019). Assessing Sensitive Consumer Behavior Using the Item Count Response Technique. Journal of Marketing Research, 56(3), 345-360.

    • Yang, C., Toubia, O., & de Jong, M. (2018). Attention, Information Processing and Choice in Incentive-Aligned Choice Experiments. Journal of Marketing Research, 55(6), 783-800.

    • Yang, L., Toubia, OT., & de Jong, M. (2015). A Bounded Rationality Model of Information Search and Choice in Preference Measurement. Journal of Marketing Research, 52(2), 166-183.

    • de Jong, M., Fox, JP., & Steenkamp, JBEM. (2015). Quantifying Under- and Over-reporting In Surveys Through a Dual Questioning-Technique Design. Journal of Marketing Research, 52(6), 737-753.

    • Almeida Camacho, N., de Jong, M., & Stremersch, S. (2014). The effect of Customer Empowerment on Adherence to Expert Advice. International Journal of Research in Marketing, 31(3), 293-308.

    • Veldkamp, BP., Matteucci, M., & de Jong, M. (2013). Uncertainties in the item parameter estimates and robust automated test assembly. Applied Psychological Measurement, 37(2), 123-139.

    • de Jong, M., Pieters, FGM., & Stremersch, S. (2012). Analysis of Sensitive Questions Across Cultures: An Application of Multigroup Item Randomized Response Theory to Sexual Attitudes and Behavior. Journal of Personality and Social Psychology, 103(3), 543-564.

    • Toubia, O., de Jong, M., Stieger, D., & Fueller, J. (2012). Measuring Consumer Preferences Using Conjoint Poker. Marketing Science, 31(1), 138-156.

    • de Jong, M., Lehmann, D., & Netzer, O. (2012). State-Dependence Effects in Surveys. Marketing Science, 31(5), 838-854.

    • de Jong, M., & Steenkamp, JBEM. (2010). Finite Mixture Multilevel Multidimensional Ordinal IRT Models for Large-Scale Cross-Cultural Research. Psychometrika, 75(1), 3-32.

    • Steenkamp, JBEM., & de Jong, M. (2010). A Global Investigation Into the Constellation of Consumer Attitudes Toward Global and Local Products. Journal of Marketing, 74(6), 18-40.

    • Steenkamp, JBEM., de Jong, M., & Baumgartner, H. (2010). Socially Desirable Response Tendencies in Survey Research. Journal of Marketing Research, 47(2), 199-214.

    • de Jong, M., Pieters, FGM., & Fox, JP. (2010). Reducing Social Desirability Bias Via Item Randomized Response: An Application to Measure Underreported Desires. Journal of Marketing Research, 47(1), 14-27.

    • de Jong, M., Steenkamp, JBEM., & Veldkamp, BP. (2009). A Model for the Construction of Country-specific, Yet Internationally Comparable Short-form Marketing Scales. Marketing Science, 28(4), 674-689.

    • de Jong, M., Steenkamp, JBEM., Fox, JP., & Baumgartner, H. (2008). Using Item Response Theory to Measure Extreme Response Style inMarketing Research: A Global Investigation. Journal of Marketing Research, 45(1), 104-115.

    • Donkers, B., Verhoef, PC., & de Jong, M. (2007). Modeling CLV: A test of competing models in the insurance industry. Quantitative Marketing and Economics, 5(2), 163-190.

    • de Jong, M., Steenkamp, JBEM., & Fox, JP. (2007). Relaxing Measurement Invariance in Cross-National Consumer Research Using a Hierarchical IRT Model. Journal of Consumer Research, 34(2), 260-278.

    • Mintz, O., Currim, IS., Steenkamp, JBEM., & de Jong, M. (Accepted/In press). Managerial Metric Use in Marketing Decisions Across 16 Countries: A Cultural Perspective. Journal of International Business Studies, 52(8), 1474-1500.

  • Academic (1)
    • de Jong, M., & Bockenholt, U. (2015). IRT models in Marketing Research. In Handbook of Item Response Theory: Models, Statistical Tools, Applications (Vols. 1-3) Chapman & Hall/CRC.

  • Journal of Consumer Research (Journal)

    Editorial work (Academic)


Visiting address

Office: Tinbergen Building H15-08
Burgemeester Oudlaan 50
3062 PA Rotterdam

Postal address

Postbus 1738
3000 DR Rotterdam