Prof. Ralf van der LANS

Prof. Ralf van der LANS

Associate Professor

Academic qualification

  • PhD Tiburg University
  • MSc Erasmus University Rotterdam


  • Associate Professor, Erasmus University (2009 - 10)
  • Assistant Professor, Erasmus University (2005 - 09)


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


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


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. 

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, and 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?”, in The 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.


Editorial Review Board: International Journal of Research in Marketing, Journal of Marketing, and Journal of Marketing Research.

Ad-hoc reviewer: Marketing Science, Management Science, Journal of the American Statistical Association, Behavior Research Methods, Journal of Classification, Journal of Interactive Marketing, Journal of Consumer Psychology, Journal of Retailing, International Journal of Advertising, International Marketing Review, EMAC, La Londe Consumer Behavior Conference, AMA, Statistica Neerlandica, Flanders Research Foundation (FWO), Journal of the Royal Statistical Society (Series A).