About me

I have always been curious about how ordinary people think about and behave with money: why do some worry about it despite earning well? Why do you sometimes decide that paying extra for sustainable products is worth it, while other days that is exactly where you cheap out? And how come some people genuinely enjoy saving (growing up with a toy piggy bank where a whole parade of little dogs would move at every coin put in may have helped in my case), while it feels like such an effort for others? These and many more questions I have always been drawn to, and lucky enough to be able to work on answering.

As an assistant professor of marketing at Tilburg University, my research and teaching sit at the intersection of psychology, marketing, and behavioral economics, studying how money shapes the way people feel and consume, to improve financial well-being and sustainable consumption. I approach these questions using a mix of large-scale datasets and experiments, with the goal of generating useful insights for policy, business and education.