Classical Conditioning, Brand Equity Development, Self-control, Investment Decisions, Identity Salience, Health Risk Perceptions, Comparative Optimism
Market Driving Strategies, Social Psychological Foundations of Management, Experimental Design and Analysis
Steven Sweldens received his PhD in Marketing from the Erasmus Research Institute of Management in the Netherlands. He has been a professor at INSEAD from 2009 until 2015. He teaches courses in marketing strategy (MBA), social psychological foundations of management (PhD), experimental design (PhD) and intro to marketing (company-specific programs).
Steven's primary research areas are the development of consumers' brand attitudes and the motivational determinants of consumers' health risk perceptions. His research uncovered an automatic affective learning process which has long-lasting effects on consumers' brand attitudes outside of their awareness and resistant to conscious control. He exposed how brands can acquire rather than borrow the equity from positive associations they build through advertising. He published his work in the highest ranked journals in marketing, psychology and OB.
The importance of his research was recognized with the Marketing Dissertation Award from EMAC and McKinsey, two Dutch prizes for the advancement of marketing science, and a second-place in the John A. Howard Doctoral Dissertation Competition from the American Marketing Association. Furthermore, he published a case which was awarded the overall top honors at the ecch case awards as the best-selling case across business disciplines.
- The Role of Awareness in Attitude Formation through Evaluative Conditioning
- Implicit Misattribution of Evaluative Responses: Contingency-Unaware Evaluative Conditioning Requires Simultaneous CS—US presentations
- Dissociating Contingency Awareness and Conditioned Attitudes: Evidence for Contingency-Unaware Evaluative Conditioning
- Gender Identity Salience and Perceived Vulnerability to Breast Cancer