Antonia Krefeld-Schwalb

Associate Professor

Rotterdam School of Management — Erasmus University

Hi — welcome to my homepage.

I am a researcher in Marketing and Associate Professor at the Rotterdam School of Management, Erasmus University. My research combines cognitive science and marketing to better understand consumer behaviour, managerial decision making, and behavioural interventions. I am particularly interested in uncovering the psychological mechanisms of behavioural interventions to explain what works, when, and for whom.

To that end, I aim to combine psychological theories with recent advances in machine learning and text modeling. My recent work also addresses climate risk communication and behaviour change interventions in more applied settings.

Selected Publications

Krefeld-Schwalb, A., Martinovici, A., Orquin, J. L., Aribarg, A., Erdem, T., … Yang, C. L. (2025). Search in service of choice: An agenda for comparing, extending, and integrating consumer search models. International Journal of Research in Marketing. DOI

Krefeld-Schwalb, A., Sugerman, E., & Johnson, E. J. (2024). Exposing omitted moderators: Explaining why effect sizes differ in the social sciences. PNAS. DOI

Li, Y.*, Krefeld-Schwalb, A.*, Wall, D., Toubia, O., Johnson, E & Bartels, D. (2022). The more you ask, the less you get: When additional questions hurt external validity. Journal of Marketing Research. DOI

Krefeld-Schwalb, A., Pachur, T. & Scheibehenne, B. (2022). Structural Parameter Interdependencies in Computational Models of Cognition. Psychological Review. DOI

All Publications

Preprints

Embrey, J. R.* & Krefeld-Schwalb, A.* (2025, July 27). Cognitive ability affects the coherence between preference estimates. https://doi.org/10.31234/osf.io/ks3qd_v1

Krefeld-Schwalb, A., Van den Bergh, B., & Wilson, R. (2025, July 1). The Flood Will Come: How Flood Risk Labels Drive Homeowners’ Protection Motivation. https://doi.org/10.31234/osf.io/p76ku_v1

Krefeld-Schwalb, A., & Johnson, E. J. (2025, June 23). From Crisis to Revolution: Leveraging Heterogeneity in Consumer Research for Generalizability. https://doi.org/10.31234/osf.io/5bmuy_v1

Krefeld-Schwalb, A., Bartels, D., & Johnson, E. J. (2024, June 18). More than Money Over Time: Consumers’ Intertemporal Preferences for Money, Health and Getting Things Done. https://doi.org/10.31234/osf.io/8d2w4

Krefeld-Schwalb, A., & Gabel, S. (2023). Empowering a Sustainable Future: Fostering Sustainable Behavior with Targeted Interventions. https://doi.org/10.31234/osf.io/nc2bh

Krefeld-Schwalb, A., Gabel, S., & Wei, S. (2024, Feb 19). A New Lens on Spillovers: Global Evidence on Overlapping Motives for Sustainable Behaviors. https://doi.org/10.31234/osf.io/syku6

Peer-reviewed articles

Krefeld-Schwalb, A., Martinovici, A., Orquin, J. L., Aribarg, A., Erdem, T., … Yang, C. L. (In Press). Search in service of choice: An agenda for comparing, extending, and integrating consumer search models. International Journal of Research in Marketing. https://doi.org/10.1016/j.ijresmar.2025.09.001

Krefeld-Schwalb, A., Hua, X., & Johnson, E. J. (2025). Measuring population heterogeneity requires heterogeneous populations. PNAS. DOI

Krefeld-Schwalb, A., Sugerman, E. & Johnson, E. J. (2024). Exposing omitted moderators: Explaining why effect sizes differ in the social sciences. PNAS. DOI

Krefeld-Schwalb, A. & Scheibehenne, B. (2023). Tighter nets for smaller fishes: Mapping the development of statistical practices. Marketing Letters. DOI

Krefeld-Schwalb, A., Pachur, T. & Scheibehenne, B. (2022). Structural Parameter Interdependencies in Computational Models of Cognition. Psychological Review. DOI

Krefeld-Schwalb, A. & Rosner, A. (2020). A new way to guide consumer’s choice: Retro-cueing alters the availability of product information in memory. DOI

Krefeld-Schwalb, A., Donkin, C., Newell, B. R. & Scheibehenne, B.(2019). Empirical Comparison of the Adjustable Spanner and the Adaptive Toolbox Models of Choice. Journal of Experimental Psychology: Learning, Memory, and Cognition. DOI

Krefeld-Schwalb, A., Witte, Erich H. , & Zenker, F.(2018). Hypothesis-Testing Demands Trustworthy Data - A Simulation Approach to Inferential Statistics Advocating the Research Program Strategy. Frontiers in Psychology DOI

Krefeld-Schwalb, A.(2018). The Retro-Cue Benefit for Verbal Material and Its Influence on the Probability of Intrusions Under Dual-Task Conditions. Experimental Psychology DOI

Krefeld-Schwalb, A., Ellis, A. & Oswald, M. (2015). Source memory for mental imagery: Influences of the stimuli’s ease of imagery. PLoS ONE DOI

SPA (Some People Around)

Some People Around is a salon-style format exploring the art of gathering, connecting and community building across the arts and sciences that I started together with my husband Philipp Schwalb. He, being an artist, and me, a researcher, each invite people from our respective networks. We chose people, whom we judge to be respectful of the other's profession and open to expand their thinking space.

To unify the group we often use a panel from Aby Warburg's Menmosyne Atlas and have participants expand the panel with associated objects.

Previous and future SPAs

Dating Nature

SPA 1 - Inauguration: An event to start our salon and first series discussing our relations with nature.
SPA 2 - Taming and Dreading Nature: A discussion about climate risk and fear involved in climate action turned into a heated discussion on corporate versus grassroot activism.
SPA 3 - Indulging and Deluging Nature: A heartwarming gathering during the holiday season.
SPA 4 - Contemplating and Cultivating Nature: By the help of Rembrandt's Anatomy lesson of Dr Nicholaes Tulp we discussed scientific discovery and its reflection in art (or the other way around).

(_)ships´ invisible waves:
- SPA 5 - (relation)ships' invisible waves: This event in relationship with Het Zuid Manifest will dive deeper in to the arts and, unlike all previous events in our living room, it will be held at Rotterdam's most absurd spot.
- SPA 6 - (author)ships' invisible waves: Reestablishing the balance of our SPAs we will focus on cognitive science with a special guest from Australia.

Contact

Email: a.krefeldschwalb@gmail.com

Appointments: Email for appointment