Maggie Geuens - Biography

Maggie Geuens holds a Master of Science degree in Business Engineering and obtained a PhD in Applied Economics from the University of Antwerp. Currently she is Professor of Marketing at Ghent University where she is research coordinator of the Department Marketing, Innovation and Organization and where she has served as Vice Dean Research and Chair of the Research Committee of the Faculty of Economics and Business Administration for fifteen years.

Her main fields of research interest are in marketing communications and consumer behavior, with a specific focus on how consumers make decisions. For the past years she applied her research to the general domain of well-being, that is, investigating how marketing tactics can steer consumers to making “better” decisions such as choosing healthier or more sustainable products. Maggie collaborated, for example, in research on the extent to which food choices are impacted by online vs. offline grocery shopping, packaging formats (resealable or not, squeesh tubes or jams), assortment size, assortment sequence, advertising content, nudging in a retail and restaurant context, and health goals. As for methodologies, she has ample expertise in experimental research, field research, and scale development. She has published in a wide variety of international journals (Journal of Consumer Research, Journal of Marketing Research, International Journal of Research in Marketing, Journal of Advertising, Journal of Business Research, Food Quality and Preference, Appetite, etc.). She is Area Editor of International Journal of Research in Marketing and serves on the editorial board of International Journal of Advertising and Journal of Advertising. Maggie is also co-author of a text book on Marketing Communications (of which currently the 8^th edition is being prepared) and on The Fundamentals of Marketing.