Prof.dr. S.T.L.R. (Steven) Sweldens

Rotterdam School of Management (RSM)
Erasmus University Rotterdam
Fellow ERIM
Field: Marketing
Affiliated since 2004

Steven Sweldens is Professor of Consumer Behavior and Marketing at RSM Erasmus University, Director of Doctoral Education at the Erasmus Research Institute of Management (ERIM), and Distinguished Research Fellow at INSEAD. Steven’s research interests center on the psychological laws underlying advertising effectiveness and the creation of brand attitudes. The quality of his research was recognized with dissertation research awards from, among others, the AMA and EMAC. Steven has published his work broadly, in the top scientific journals in marketing (Journal of Consumer Research, Journal of Marketing Research) as well as psychology (Journal of Experimental Psychology: General, Personality and Social Psychology Review). After obtaining his PhD at Erasmus University in 2009, Steven became a marketing professor at INSEAD. There he taught courses in marketing strategy (MBA), social psychological foundations of management (PhD), experimental design (PhD) and marketing in the financial sector (executive education). His teaching skills were lauded repeatedly with the INSEAD Dean’s Commendation for Excellence in MBA Teaching. In 2014, Steven returned to RSM Erasmus University where he teaches the marketing core course in RSM’s MBA and EMBA programs.


  • Academic (7)
    • Hütter, M., & Sweldens, S. (2013). I… Must… Resist: On the (Un)Controllability of Evaluative Conditioning. 285-286.

    • Sweldens, S., Puntoni, S., Kruger, J., & Vissers, M. (2012). The Bias in the Bias: Socially Desirable Responding in Comparative Optimism.

    • Zhang, K., Sweldens, S., & Wadhwa, M. (2012). When Temptations Collide: More Temptations Are Less Desired. 250-252.

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

    • Sweldens, S., Puntoni, S., & Tavassoli, NT. (2009). Gender Identity Salience and Perceived Vulnerability to Breast Cancer. 667.

    • Sweldens, S., Osselaer, S., & Janiszewski, C. (2009). Evaluative Conditioning 2.0: Direct and Indirect Attachment of Affect to Brands. 676-677.

    • Sweldens, S., Puntoni, S., & Tavassoli, NT. (2007). At Your Own Risk: The Influence of Self-Identity on Perceived Vulnerability to Identity-Specific Risks. 230-231.

  • Academic (13)
    • Hütter, M., & Sweldens, S. (2017). Dissociating controllable and uncontrollable effects of affective stimuli on attitutes and consumption. Journal of Consumer Research, 45(2), 320-349.

    • 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.

    • Kim, J. C., Sweldens, S., & Hütter, M. (2016). The Symmetric Nature of Evaluative Memory Associations: Equal Effectiveness of Forward versus Backward Evaluative Conditioning. Social Psychological and Personality Science, 7(1), 61-68.

    • 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.

    • Sweldens, S., Puntoni, S., Paolacci, G., & Vissers, M. (2014). The Bias in the Bias: Comparative Optimism as a Function of Event Social Undesirability. Organizational Behavior and Human Decision Processes, 124(2), 229-244.

    • Sweldens, S., Corneille, O., & Yzerbyt, V. (2014). The Role of Awareness in Attitude Formation Through Evaluative Conditioning. Personality and Social Psychology Review, 18(2), 187-209.

    • Zhang, K., Sweldens, S., & Wadhwa, M. (2013). Negative Scope Sensitivity: The Collapse of Feeling-Based Valuation for Multiple Desirable Objects. Advances in Consumer Research, 40, 909-910.

    • 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.

    • Hütter, M., & Sweldens, S. (2013). Implicit misattribution of evaluative responses: Contingency-unaware evaluative conditioning requires simultaneous stimulus presentations. Journal of Experimental Psychology-General, 142(3), 638-643.

    • Hütter, M., Sweldens, S., Stahl, C., Unkelbach, C., & Klauer, KC. (2012). Dissociating contingency awareness and conditioned attitudes: Evidence of contingency-unaware evaluative conditioning. Journal of Experimental Psychology-General, 141(3), 539-557.

    • Puntoni, S., Sweldens, S., & Tavassoli, NT. (2011). Gender Identity Salience and Perceived Vulnerability to Breast Cancer. Journal of Marketing Research, 48(3), 413-424.

    • Sweldens, S., Osselaer, S., & Janiszewski, C. (2010). Evaluative Conditioning Procedures and the Resilience of Conditioned Brand Attitudes. Journal of Consumer Research, 37(3), 473-489.

    • Sweldens, S., & Osselaer, S. (2010). Evaluatieve conditionering 2.0: directe versus indirecte transfer van gevoel naar merken. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2010(3), 43-59.

  • Professional (1)
  • Academic (1)
    • Sweldens, S., Lerouge, D., Dewitte, S., Verlegh, PWJ., & Warlop, L. (2004). Perceived Uniqueness as a moderator for Reciprocity.

  • Academic (1)
    • Hütter, M., & Sweldens, S. (2013). On the Automatic Effects of Advertising: The Uncontrollability of Evaluative Conditioning Effects. In Advances in Consumer Research (Vol. 41, pp. 66)

  • Internal (1)
    • Sweldens, S. (2009). Evaluative conditioning 2.0. Direct versus associative transfer of affect to brands. Erasmus University Rotterdam.

  • Popular (1)
    • Sweldens, S. (2018). Puppets on a String : Studying Conscious and Unconscious Processes in Consumer Research. Erasmus Research Institute of Management (ERIM). Inaugural Addresses Research in Management Series

  • Journal of Consumer Research (Journal)

    Editorial work (Academic)

  • Role: Member Doctoral Committee
  • PhD Candidate: Anne-Sophie Lenoir
  • Time frame: 2011 - 2015
  • Role: Promotor
  • PhD Candidate: Christilene du Plessis
  • Time frame: 2014 - 2017
  • Role: Promotor
  • PhD Candidate: Camilla Zallot
  • Time frame: 2018 -
  • Role: Promotor
  • PhD Candidate: Youngjin Chun
  • Time frame: 2018 -
  • Role: Promotor
  • PhD Candidate: Marina Lenkovskaya
  • Time frame: 2021 -

The marketing group at Rotterdam School of Management, Erasmus University seeks highly motivated PhD students looking to study topics in marketing science, consumer behaviour, and consumer neuroscience. Strong applicants typically have backgrounds in economics, psychology, business, statistics, neuroscience, or computer science, and are looking to pursue careers as world-class academic researchers. Students define and execute their own projects in consultation with their advisers, and thus need creativity, self-direction, and a passion for scientific research.

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Visiting address

Office: Mandeville Building T10-20
Burgemeester Oudlaan 50
3062 PA Rotterdam

Postal address

Postbus 1738
3000 DR Rotterdam