Thesis Marketing and Consumer Behaviour

Your study in Wageningen culminates in a BSc and/or MSc thesis. In a thesis you combine all skills learned in your study program into a single project. 

After students have fullfilled the requirements for Marketing or Consumer behaviour you can start a  thesis with the Marketing and Consumer Behaviour Group.

We offer BSc and minor and major MSc theses. We supervise internal theses and external theses.

An internal thesis is conducted within the group. Internal theses contribute to the research program of the Marketing and Consumer Behaviour group. An internal thesis aims to contribute to publications in international scientific journals in marketing and consumer behaviour. For students interested in a research career, an internal thesis gives the best opportunity to develop academic research skills.

An external thesis is conducted outside the group. External theses contribute more remotely to the research program of the group. The application and further development of marketing and consumer behaviour knowledge prepares you to bring your academic skills into an applied environment.

Our thesis supervisors have their own areas of interest and expertise. It is often possible to create an internal thesis topic around the area of interest of a supervisor, even if no topic is listed.

If you are interested in discussing options, please contact the responsible staff member.



  • Drs Ynte van Dam
    Specialisation: Marketing & Consumer Behaviour
    Area of interest: Sustainable consumption
  • Dr Arnout Fischer
    Specialisation: Consumer Behaviour
    Area of interest: Consumer response to new products and innovative technologies. Consumer response based on a combination of deliberation and intuitive reasoning. Current topics (a.o.): Nanotechnology in products, cultured meat, insects for human consumption, personalised nutrition, taste enhancers, synthetic biology.
  • Dr Betina Piqueras Fiszman
    Specialisation: Marketing and Consumer Behaviour
    Area of interest:Crossmodal interactions between foods' extrinsic and intrinsic properties (multisensory perception); Consumers' attention and motivation; Sensory and Consumer Science methodologies.
  • Dr Erica van Herpen
    Specialisation: Consumer Behaviour
    Area of interest: (1) Consumer decision making in a retail context: the influence of shelf layout, placement of product categories, and other in-store factors; (2) Consumer behavior with respect to food waste: the paradox between a dislike for wastefulness and excessive wasteful behavior.
  • Dr Ilona de Hooge
    Specialisation: Marketing & Consumer Behaviour
    Area of interest:Relationships between different parties of the food supply chain, food waste, negotiations, persuasion and influencing practices, emotions, gift giving, advice taking and advice giving
  • Dr Paul Ingenbleek
    Specialisation: Marketing
    Area of interest: Marketing chains in developing countries. Animal friendly production.
  • Dr Ellen van Kleef
    Specialisation: Consumer Behaviour
    Area of interest: More and more people are overweight worldwide. How do we learn to enjoy our world full of food temptations without overeating? And what is the role of subtle cues in the environment that cause you to overindulge? That are some of the questions that I try to answer with my research on the consumer psychology behind overeating and the loss of self-control. Read more at my blog Food Intake Control.
  • Dr Andres Trujillo Barrera
    Specialisation: Marketing
    Area of interest: Marketing strategy, Price analysis, Risk management
  • Dr Frans Verhees
    Specialisation: Marketing
    Area of interest: Understanding marketing decision making of small firms (such as farmers and horticultural growers). 
  • Dr Ivo van der Lans
    Specialisation: Consumer Behaviour
    Area of interest: Consumer research methodology 
  • Prof dr Hans van Trijp
    Specialisation: Marketing & Consumer Behaviour
    Area of interest: Food labelling, health claims, sustainability