Barbara Briers

Barbara likes to investigate consumer problems with both managerial and public policy implications. The combination of scientific rigor and societal relevance, when trying to answer consumer problems she considers as the biggest challenge. Two of her major interests involve how people eat and how their consumption patterns are affected by wealth inequality. Both of these domains are still becoming increasingly important given the societal problems with respect to obesity, health care, growing wealth inequality, charity …

In her research she has collaborated with internal top researchers in the field, as well as with (market) research firms (Haystack; Philips High Tech Campus Eindhoven) and NGO’s (Amnesty International, Vredeseilanden).

She has experience in teaching and supervising undergraduate, masters and doctoral students, in France, Norway, the Netherlands, and Belgium. In 2015 she made it to the finals of the L’Oréal Brandstorm Case as supervisor of the Dutch winning team.

Functietitel : Associate Professor

Marketing & Sales

Geeft les in
Masters in General Management
Masters in Marketing Management

Expert in
Social Influence
Social marketing
Food consumption


Barbara obtained her PhD in Marketing from the Faculty of Economics and Business Administration at the University of Leuven. From 2006 until 2009 she was an Assistant Professor at HEC Paris, France. She joined the Marketing Department of Tilburg University in 2009, where she became Associate Professor in 2014. Today, she is Associate Professor of Marketing at Vlerick Business School where she teaches Market Research.
Barbara’ s research focuses on social influence, food consumption, social marketing, and wealth inequality. Her work has been published, among others, in the International Journal of Research in Marketing, the Journal of Marketing Research, the Journal of Consumer Research, Psychological Science.
Overall, Barbara’s work can be qualified as highly interdisciplinary. Not only does she combine theories and insights from (social) psychology and economics, as is often the case in Marketing, she also attempts to apply and extend theories from biology, evolutionary psychology, physiology, sociology, and political science. This makes the implications of her research substantial: for marketing managers, public policy agents, as well as the individual consumer. Her work is often valued by the general public (through media coverage) and the academic community. For three lines of research she was awarded in the past five years, which proofs that her work is often evaluated as original, novel, and of high quality by colleagues in the field.



Articles in refereed journals with impact

  • Briers B. Wertenbroch K. Riley B.  2013. Conspicuous consumption reflects how redistribution influences perceived social justice. Advances in Consumer Research, XLI

  • Chan E. Briers B.  2013. When social comparison is demotivating for goal achievement. Advances in Consumer Research,

  • Briers B. Laporte S.  2013. A wallet full of calories: the effect of financial dissatisfaction on the desire for food energy. Journal of Marketing Research, 50(6): 767-781.

  • Briers B. Lerouge D.  2011. The effect of temperature cues on food intake. Advances in Consumer Research, XXXIX,

  • Pandelaere M. Briers B. Lembregts C.  2011. How to make a 29% increase look bigger: the unit effect in option comparisons. Journal of Consumer Research, 38(2): 308-322.

  • Pandelaere M. Briers B. Warlop L.  2010. Better think before agreeing twice. Mere agreement: a similarity-based persuasion mechanism. International Journal of Research in Marketing, 27(2): 133-141.

  • Briers B. Laporte S.  2009. Empty pockets full stomachs: How monetary scarcity and monetary primes lead to caloric desire. Advances in Consumer Research, XXXVII,

  • Briers B. Pandelaere M. Warlop L.  2007. Adding exchange to charity: a reference price explanation. Journal of Economic Psychology, 28(1): 15-30.

  • Briers B. Van Den Bergh J.  2006. E-zines silence the brand detractors. Journal of Advertising Research, 46(2): 199-208.

  • Briers B. Pandelaere M. Warlop L.  2006. Hungry for money: The desire for caloric resources increases the desire for financial resources and vice versa. Psychological Science, 17(11): 939-943.

  • Briers B. Pandelaere M. Warlop L.  2006. Hungry for money: The desire for caloric resources increases the desire for financial resources and vice versa. Advances in Consumer Research, XXXIV

  • Pandelaere M. Briers B. Warlop L.  2005. Bringing cognitive load to daily life. Cognitive demand has negative after-effects on consumer decision making”. Advances in Consumer Research, XXXIII

Conference Proceedings

  • Briers B. Van den Bergh B.  2010. Capitalism breeds invincibility. Copenhagen:

  • Briers B. Millet K.  2007. Einstein probably was an altruist - Marilyn only when she ate enough. Reykjavik:

  • Briers B. Pandelaere M. Warlop L.  2005. Positive testing in marketing interactions: how to increase cooperation or spending. Milan:

  • Briers B. Warlop L.  2004. Adding exchange to charity: the role of the justice motive. Murcia: