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Steven Sweldens received his PhD in Marketing from the Erasmus Research Institute of Management in the Netherlands. He has been a professor at INSEAD since 2009 where he teaches courses in marketing strategy at the MBA level and social psychological foundations of management at the Ph.D. level. Before coming to INSEAD he was a researcher and lecturer at the Rotterdam School of Management, and a visiting research scholar at the University of Florida.
Steven’s primary research areas are the development of consumers’ brand attitudes and the motivational determinants of consumers’ health risk perceptions. His doctoral research has uncovered a new automatic affective learning process which can have 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. The importance of this 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. Steven published his work in the Journal of Consumer Research and in the Journal of Marketing Research.
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