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Ralf van der LANS
Associate Professor
Email: rlans@ust.hk

PhD   Tilburg University
MSc  Erasmus University Rotterdam

[ CV ]



  • 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.


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.


International Journal of Research in Marketing (Editorial Board), Marketing Science (ad-hoc reviewer), Journal of Marketing Research (ad-hoc reviewer), Management Science (ad-hoc reviewer), Journal of the American Statistical Association (ad-hoc reviewer), International Journal of Research in Marketing (ad-hoc reviewer), Behavior Research Methods (ad-hoc reviewer), Journal of Classification (ad-hoc reviewer), Journal of Interactive Marketing (ad-hoc reviewer), Journal of Retailing (ad-hoc reviewer), International Journal of Advertising (ad-hoc reviewer), International Marketing Review (ad-hoc reviewer), EMAC (ad-hoc reviewer), La Londe Consumer Behavior Conference (ad-hoc reviewer), AMA (ad-hoc reviewer), Statistica Neerlandica (ad-hoc reviewer), Flanders Research Foundation (FWO) (ad-hoc reviewer).