Prof. Ralf VAN DER LANS
Professor rlans@ust.hk

CV


Academic qualification
PhD Tiburg University
MSc Erasmus University Rotterdam

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PROFESSIONAL EXPERIENCEAssociate Professor, HKUST (2010 - 20)
Associate Professor, Erasmus University (2009 - 10)
Assistant Professor, Erasmus University (2005 - 09)

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RESEARCH INTERESTS Bayesian data analysis; eye movements; retailing; spatial models; visual attention; online marketing.

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BOOKWierenga, Berend and Ralf van der Lans (2017), “Handbook of Marketing Decision Models”, Second Edition, New York, Springer.

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PUBLICATIONS van der Lans, Ralf, Michel Wedel, Rik Pieters (2021), “Online Advertising Suppresses Visual Competition during Planned Purchases,” Journal of Consumer Research,, 48(3), 374-393.
Chen, Xi, Ralf van der Lans, Michael Trusov (2021), “Efficient Estimation of Network Games of Incomplete Information: Application to Large Online Social Networks,” Management Science, 67(12), 7575-7598.
Gelper, Sarah, Ralf van der Lans, Gerrit van Bruggen (2021), “Competition for Attention in Online Social Networks: Implications for Seeding Strategies,” Management Science, 67(2), 1026–1047.
Wedel, Michel, Rik Pieters, Ralf van der Lans (2019), “Eye Tracking Methodology for Research in Consumer Psychology,” in Handbook of Research Methods in Consumer Psychology, eds. Frank R. Kardes, Paul M. Herr, and Norbert Schwartz, Routledge, New York, 276-292.
Wang, Sherry Shi and Ralf van der Lans (2018), “Modeling Gift Choice: The Effect of Uncertainty on Price Sensitivity,” Journal of Marketing Research, 55(4), 524-540.
van der Lans, Ralf (2018), “A Simultaneous Model of Multiple-Discrete Choices of Variety and Quantity,” International Journal of Research in Marketing, 35(2), 242-257.
Chen, Xi, Ralf van der Lans, Tuan Q. Phan (2017) “Uncovering the Importance of Relationship Characteristics in Social Networks: Implications for Seeding Strategies,”Journal of Marketing Research, 54(2), 187-201.
Wierenga, Berend and Ralf van der Lans (2017), “Marketing Decision Models: Progress and Perspectives,” in Handbook of Marketing Decision Models, 2nd edition, eds. Berend Wierenga and Ralf van der Lans, Springer, New York, 1-11.
Chen, Xi, Ralf van der Lans, Michael Trusov (2017), “Integrating Social Networks into Marketing Decision Models,” in Handbook of Marketing Decision Models, 2nd edition, eds. Berend Wierenga and Ralf van der Lans, Springer, New York, 505-529.
van der Lans, Ralf and Michel Wedel (2017), “Eye Movements during Search and Choice,” in Handbook of Marketing Decision Models, 2nd edition, eds. Berend Wierenga and Ralf van der Lans, Springer, New York, 331-359.
van der Lans, Ralf, Yvonne van Everdingen, Valentyna Melnyk (2016), “What to Stress, to Whom and Where? A Cross-Country Investigation of the Effects of Perceived Brand Benefits on Buying Intentions,”International Journal of Research in Marketing, 33(4), 924-943.
van der Lans, Ralf, Bram van den Bergh, Evelien Dieleman (2014), “Partner Selection in Brand Alliances: An Empirical Investigation of the Drivers of Brand Fit,”Marketing Science,33 (4), 551–566.
Romero, Jaime, Ralf van der Lans, Berend Wierenga (2013), “A Partially-Hidden Markov Model of Customer Dynamics for CLV Measurement,”Journal of Interactive Marketing, 27 (3), 185-208.
van der Lans, Ralf (2011), “Bayesian Estimation of the Multinomial Logit Model: A Comment on Holmes and Held, ‘Bayesian Auxiliary Variable Models for Binary and Multinomial Regression’”,Bayesian Analysis, 6(2), 353-356.
van der Lans, Ralf, Michel Wedel, Rik Pieters (2011), “Defining Eye-Fixation Sequences Across Individuals and Tasks: The Binocular-Individual Threshold (BIT) Algorithm”,Behavior Research Methods, 43 (1), 239-257. [Matlab code of BIT algorithm].
van der Lans, Ralf, Gerrit van Bruggen, Jehoshua Eliashberg, Berend Wierenga (2010), “A Viral Branching Model for Predicting the Spread of Electronic Word-of-Mouth,”Marketing Science, 29 (2), 348-365.
van der Lans, Ralf and Gerrit van Bruggen (2010), “Viral Marketing: What is it and What are the Components of Viral Success?”, inThe Connected Customer, eds. Stefan Wuyts, Marnik G. Dekimpe, Els Gijsbrechts, and Rik Pieters, Routledge, New York, 257-282.
van der Lans, Ralf, Joseph A. Cote, Catherine A. Cole, Siew Meng Leong, Ale Smidts, Pamela W. Henderson, Christian Bluemelhuber, Paul A. Bottomley, John R. Doyle, Alexander Federikhin, M. Janakiraman, B. Ramaseshan, Bernd H. Schmitt (2009), “Cross- National Logo Evaluation Analysis: An Individual Level Approach,”Marketing Science, 28 (5), 968-985.
van der Lans, Ralf, Rik Pieters, Michel Wedel (2008), “Competitive Brand Salience,”Marketing Science, 27 (5), 922-931.
van der Lans, Ralf, Rik Pieters, Michel Wedel (2008), “Eye Movement Analysis of Search Effectiveness,”Journal of the American Statistical Association, 103 (482), 452-461.

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REVIEWING FORAssociate Editor: International Journal of Research in Marketing,Journal of Marketing.
Editorial Review Board:Journal of Marketing Research.