dr. M.A. (Mirjam) Tuk

Rotterdam School of Management (RSM)
Erasmus University Rotterdam
Member ERIM
Field: Marketing
Affiliated since 2002

Mirjam Tuk is an associate professor of marketing at RSM Erasmus University. Her research interests center around two areas. First, she studies self-control processes and aims to shed light on conditions that can help consumers exert self-control. Second, she studies interpersonal influence. Her work has been published in major journals such as Journal of Consumer Research, Organizational Behavior and Human Decision Processes, Journal of Experimental Psychology - General and Psychological Science. She won an IgNobel award for her work in 2011. Prior to joining RSM, she was an associate professor of marketing at Imperial College Business School, where she taught various marketing courses. 


  • Academic (1)
    • de Langhe, B., Sweldens, S., Osselaer, S., & Tuk, M. (2009). The Emotional Information Processing System is Risk Averse: Ego-Depletion and Investment Behavior. 604-605.

  • Academic (16)
    • Gai, J., Tuk, M., & Sweldens, S. (2022). Light or Regular, Now or Later: The Impact of Advance Ordering and Restrained Eating on Choices and Consumption of Light and Regular Vice Food. Journal of the Association for Consumer Research, 7(4), 492-500. https://doi.org/10.1086/720446

    • Tuk, M., Prokopec, S., & Van den Bergh, B. (2020). 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

    • Tuk, M., Verlegh, PWJ., Smidts, A., & Wigboldus, DHJ. (2019). You and I Have Nothing in Common: The Role of Dissimilarity in Interpersonal Influence. Organizational Behavior and Human Decision Processes, 151, 49-60. https://doi.org/10.1016/j.obhdp.2018.12.010

    • Zhao, D., Corsetti, M., Moeini-Jazani, M., Weltens, N., Tuk, M., Tack, J., Warlop, L., & Van Oudenhove, L. (2019). Defecatory urge increases cognitive control and intertemporal patience in healthy volunteers. Neurogastroenterology and Motility, 31(7), Article e13600. https://doi.org/10.1111/nmo.13600

    • Sweldens, S., Tuk, M., & Hütter, M. (2017). How to Study Consciousness in Consumer Research, A Commentary on Williams and Poehlman. Journal of Consumer Research, 44(2), 266-275. https://doi.org/10.1093/jcr/ucx044

    • Tuk, M., Zhang, K., & Sweldens, S. (2015). The propagation of self-control: Self-control in one domain simultaneously improves self-control in other domains. Journal of Experimental Psychology-General, 144(3), 639-654. https://doi.org/10.1037/xge0000065

    • Tuk, M., Zhang, K., & Sweldens, S. (2013). Self-Control Spillover: Impulse Inhibition Facilitates Simultaneous Self-Control in Unrelated Domains. Advances in Consumer Research, 40, 858-859.

    • Verlegh, PWJ., Ryu, G., Tuk, M., & Feick, L. (2013). Receiver Responses to Rewarded Referrals: The Motive Inference Framework. Journal of the Academy of Marketing Science, 41(6), 669-682. https://doi.org/10.1007/s11747-013-0327-8

    • Verhoef, PC., Pauwels, K., & Tuk, M. (2012). Assessing Customer Evaluation and Revenue Consequences of Component Sharing Across Brands in the Vertical Product Line. Journal of Product Innovation Management, 29(4), 559-572.

    • Tuk, M. A., Trampe, D., & Warlop, L. (2011). Inhibitory spillover: Increased urination urgency facilitates impulse control in unrelated domains. Psychological Science, 22(5), 627-633. https://doi.org/10.1177/0956797611404901

    • Tuk, M., Verlegh, PWJ., Smidts, A., & Wigboldus, DHJ. (2009). The impact of social categorization on persuasion attempts. Advances in Consumer Research, 36, 596-597.

    • Tuk, M., Verlegh, PWJ., Smidts, A., & Wigboldus, DHJ. (2009). Wat gebeurt er als je consumenten beloont voor mond tot mond reclame? Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2009, 119-132. http://hdl.handle.net/1765/20512

    • Tuk, M., Verlegh, PWJ., Smidts, A., & Wigboldus, DHJ. (2009). Sales and sincerity: The role of relational framing in word-of-mouth marketing. Journal of Consumer Psychology, 19(1), 38-47. https://doi.org/10.1016/j.jcps.2008.12.007

    • Tuk, M., Verlegh, PWJ., Smidts, A., & Wigboldus, DHJ. (2009). Interpersonal relationship moderate the effect of faces on person judgments. European Journal of Social Psychology, 39(5), 757-767. https://doi.org/10.1002/ejsp.576

    • Tuk, M., Verlegh, PWJ., Smidts, A., & Wigboldus, DHJ. (2005). Activation of salesperson stereotypes affects perceptions of word-of-mouth referral. Advances in Consumer Research, 32(1), 256-257.

    • Verlegh, PWJ., Verkerk, C., Tuk, M., & Smidts, A. (2004). Consumers or sellers? The role of persuasion knowledge in customer referral. Advances in Consumer Research, 31(1), 304-305.

  • Academic (1)
    • Tuk, M., Smidts, A., Verlegh, PWJ., & Wigboldus, DHJ. (2005). Vriendelijke verkopers of verkopende vrienden. In E. H. Gordijn, & R. Holland (Eds.), Jaarboek Sociale Psychologie (pp. 431-438). ASPO Pers. http://hdl.handle.net/1765/12205

  • Academic (3)
    • Verlegh, PWJ., Smidts, A., Wigboldus, DHJ., & Tuk, M. (2006). I don't trust you, but I buy what you're saying. In G. J. Avlonitis, N. Papavassiliou, & P. Papastathopoulou (Eds.), Sustainable Marketing Leadership Proceedings of the 35th EMAC Conference (Vol. 34). EMAC.

    • Verlegh, PWJ., Smidts, A., & Tuk, M. (2005). The "who?", "how?", and "why?" of word of mouth. In C. P. Haugtvedt, D. Merunka, & L. Warlop (Eds.), The La Londe seminar - 32nd International Research Seminar in Marketing (pp. 312-322)

    • Tuk, M., Smidts, A., Verlegh, PWJ., & Wigboldus, DHJ. (2005). An interesting study on persuasion:The role of source perception and ulterior motives in interpersonal influence. In Proceedings of the 34th EMAC conference EMAC.

  • Internal (1)
    • Tuk, M. (2008). Is friendship silent when money talks? How people respond to word-of-mouth marketing. [Doctoral Thesis, Erasmus University Rotterdam]. Erasmus University Rotterdam (EUR).

  • Role: Co-promotor
  • PhD Candidate: Begum Celiktutan
  • Time frame: 2020 -
  • Role: Co-promotor
  • PhD Candidate: Almira Abilova
  • Time frame: 2019 -
  • 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: Gizem Yalcin
  • Time frame: 2017 - 2022
  • Role: Member Doctoral Committee
  • PhD Candidate: Catalina Ratala
  • Time frame: 2012 - 2022
Loneliness in the Age of AI: Essays on AI-Enabled Personalization and Social Connection
  • Role: Promotor
  • PhD Candidate: Ragna-Britt Taube
  • Time frame: 2022 -


Visiting address

Office: T10-12
Burgemeester Oudlaan 50
3062 PA Rotterdam

Postal address

Postbus 1738
3000 DR Rotterdam