Barbara Briers


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 Business Research Methods, Market Research, Marketing Management, and Consumer Behavior in the Master’s Programs, MBA, and Doctorate in Business Administration. Barbara is also part of the Research Dean’s Office in her role as Academic Advisor.
At UGhent, she teaches Behavorial Economics at the Faculty of Psychology and Educational Sciences.

Barbara’ s research focuses on social marketing, persuasion and influence, food consumption, and wealth inequality. Her work has been published, among others, in the Journal of Marketing Research, the Journal of Consumer Research, and 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 communication sciences, biology, evolutionary psychology, 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 years, which proofs that her work is often evaluated as original, novel, and of high quality by colleagues in the field.


Expert in
Market Research
Consumer Psychology
Behavioural Economics