Current position: Professor
Fields of interest:
- Marketing and consumer behaviour in relation to food and agribusiness
- Consumer behaviour in relation to acceptance of new technology
- Consumer oriented new product development
- Marketing research methodology
Education:
1995 Wageningen Univeristy. PhD in marketing and consumer behaviour. Thesis: Variety seeking in product choice behaviour: Theory with applications in the food domain. Supervisors: Prof.dr.ir. M.T.G. Meulenberg and Prof.dr.ir. J.E.B.M. Steenkamp
1986 Wageningen University. MSc in Human Nutrition with specialisations in marketing/consumer behaviour and psychophysics
Professional carreer:
1996-1998 Full time Consumer Behaviour Scientist at Unilever Research and
Development, Vlaardingen
1998-2001 Part time (one day a week) endowed chair in Consumer
Behaviour for New Product Development at Wageningen
University (funded by Unilever)
2001 - Professor of Marketing and Consumer Behaviour at Wageningen
University
2001 - Part time (one day a week) Senior Scientist Consumer Behaviour
at Unilever Food and Health Research Institute, Vlaardingen
2004 - Part time (one day a week) Scientific Director at Transforum for
the theme: mobilising the demand for sustainable development
2005 - Member of Operational Committee of the European Technology
Platform Food for Life for the theme Food and Consumer
Research:
- Consumer Behaviour in relation to new technological food options (genomics, nutrigenomics and insect based proteins)
- Consumer acceptance in relation to health and nutrition (nutritional labelling, health claims and obesity)
- Consumer monitoring of confidence in the safety of food products
- Branding and labelling
- New product development
- Socially responsible consumer behaviour
Key publications:
- van Kleef, E., van Trijp, H.C.M., Luning, P. (2005). Consumer research in the early stages of new product development: a critical review of methods and techniques. Food Quality and Preference, 16(3), 181-201.
- Steenkamp, J.B.E.M. and van Trijp, H.C.M. (1997). Attribute elicitation techniques in marketing research: A comparison of three methods. Marketing Letters, 8(2), 153-165.
- Steenkamp, J.B.E.M. and van Trijp, H.C.M. (1996). Task experience and validity in perceptual mapping: A comparison of two consumer consumer-adaptive techniques. International Journal of Research in Marketing, 13(3), 265-276.
- van Trijp, H.C.M., Hoyer, W.D., Inman, J.J. (1996). Why switch? Product category-level explanations for true variety-seeking behavior. Journal of Marketing Research, 33(3), 281-292.
- Steenkamp, J.B.E.M. and van Trijp, H.C.M. (1996). Quality guidance: A consumer based approach to food quality improvement using partial least squares. European Review of Agricultural Economics, 23(2), 195-215.
- Steenkamp, J.B.E.M., van Trijp, H.C.M., Tenberge, J.M.F. (1994). Perceptual mapping based on idiosyncratic sets of attributes. Journal of Marketing Research, 31(1), 15-27.
- Steenkamp, J.B.E.M. and van Trijp, H.C.M. (1991). The use of lisrel in validating marketing constructs. International Journal of Reesearch in Marketing, 8(4), 283-299.