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 has been affiliated with INSEAD since 2009, as an Assistant Professor of Marketing (2009 – 2015) and as a Distinguished Research Fellow (2015 - ). Since 2014, Steven is also an Associate Professor of Marketing at RSM Erasmus University.
Steven's research interests center on the psychological laws underlying advertising and the creation of brand attitudes. The importance of this research was recognized with several awards, winning for example the EMAC McKinsey Award for the best European Marketing Dissertation, was runner-up for the American Marketing Association John A. Howard Award for the worldwide best marketing dissertation, and won several Dutch national awards. His work was published in the top scientific journals in marketing (Journal of Consumer Research, Journal of Marketing Research), psychology (Journal of Experimental Psychology: General, Personality and Social Psychology Review) and OB (Organizational Behavior and Human Decision Processes).
At INSEAD, Steven taught courses in marketing strategy (MBA), social psychological foundations of management (PhD), experimental design (PhD) and marketing in the financial sector (executive education). His teaching skills were lauded repeatedly with the Dean’s Commendation for Excellence in MBA Teaching. He published a case study on the Renova Paper Company, which became an instant best-seller and won the highest award at the ECCH Case Awards in 2012 as the fastest selling new case in business education.
At RSM Erasmus University, Steven teaches the marketing core course in RSM’s MBA and EMBA programs.
- JOURNAL ARTICLES - The Role of Awareness in Attitude Formation through Evaluative Conditioning - Personality and Social Psychology Review
- JOURNAL ARTICLES - Implicit Misattribution of Evaluative Responses: Contingency-Unaware Evaluative Conditioning Requires Simultaneous CS—US presentations - Journal of Experimental Pyschology General
- JOURNAL ARTICLES - Dissociating Contingency Awareness and Conditioned Attitudes: Evidence for Contingency-Unaware Evaluative Conditioning - Journal of Experimental Pyschology General
- JOURNAL ARTICLES - Gender Identity Salience and Perceived Vulnerability to Breast Cancer - Journal of Marketing Research