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 Market Research.
Barbara’ s research focuses on food consumption, social influence and persuasion, marketing communication, non-profit marketing, and the effects of wealth inequality on consumer behavior. 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 communication, sociology, political science, biology, and evolutionary psychology. 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.


Job Title : Associate Professor

Management Domain
Marketing & Sales

Teaching in
Masters in General Management
Masters in Marketing Management
Executive MBA

Expert in
Consumer Behaviour
Market Research
Marketing Communication


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: