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

Krefeld-Schwalb, A., Johnson, E. J., Weaver, C., & Wulff, D. U. (2026, May 14). Training data limits the prediction of consumer heterogeneity by LLM-based digital twins. osf.io/preprints/psyarxiv/97dya_v1

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 Communication Triggers Individual Action. 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: At this event in relationship with Het Zuid Manifest we dived deeper in to the arts and, unlike all previous events in our living room, it was held at Rotterdam's most absurd spot. I discussed with Zac Taylor his use of fiction in academic writing and we explored the power of real human connection. Giuditta Vendrame presented sounds/songs from her artistic research on Bangladeshi women.
- SPA 6 - (author)ships' invisible waves: Reestablishing the balance of our SPAs we discussed questions of authorship in the arts and sciences, and rounded the event discussing the (im)possibility of unconscious decision making with a Ben Newell our special guest from Australia.
- SPA 7 - (partner)ships' invisible waves: This event was all about real and unreal partnerships. Maria Ines told us about her newspaper The Arts of the Working Class, pointing towards an emerging arts and science partnership with me.
_: Conditions:

SPA 8 - EX:Conditions: in exhibition making and experimentation we are setting conditions. Conditions that aim at altering cognition and emotions. With a little help from some people around, we will explore the similarities between these interventions. In empirical research, experimental conditions form the foundation for generating insights into causal relationships. Bram Van den Bergh will provide an introduction to this fundamental tool of behavioral science. In art, exhibitions are a central gateway for art to unfold its effect. Isabelle Sully will reflect on her dual role, setting conditions for other artists through curation and being exposed to conditions set by others as an artist herself.
SPA 9 X Wijnwerk - bi/bye Business:Conditions: at this very special event we will once more move outside of our living room and invite more people around to an exhibition evolving as our SPA unfolds. Like at conferences, fairs, or openings, we aim to explore at this event the space in between social and commercial, private and professional, awkwardness and fun.

Contact

Email: a.krefeldschwalb@gmail.com

Appointments: Email for appointment