Antonia Krefeld-Schwalb

Assistant Professor

Rotterdam School of Management - Erasmus University

CV -

Hi, welcome to my homepage.

I am a researcher in Marketing and assistant professor at Rotterdam School of Management. If you are interested in my research see below or get in touch! I'd love to talk.

Interests

With my training in cognitive science and marketing, my research lies at the intersection of the two fields. I use methods from cognitive science, such as process measurements (mouse and eye tracking) and computational models. But I use these methods to gain an understanding of consumer behavior and managerial decision making. I study the impact of individual differences on responses to marketing and policy measures to improve targeting and segmentation. My substantive focus is on sustainable consumer behavior and how to make persuasive messages such as emails and text messages as well as incentives more effective. I also investigate methodological problems to improve the validity of preference measurements and the generalizability of experimental methods in consumer research.

Since recent years, I have increasingly focused on using my research to advance climate change adaptation and mitigation. Please have a look at a recent grant I received to study climate risk labels and the Erasmus Sustainability Program a web platform I built my colleague Sebastian Gabel to study interventions toward sustainable behavior. My research is also funded by Veni Grant from the Dutch Research Council (NWO).

Education

PostDoc in Marketing, 2019-2021

Columbia University, USA
PhD in Management, 2020

University of Geneva, Switzerland

Preprints

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., Martinovici, A., Orquin, J. L., Aribarg, A., Erdem, T., … Yang, C. L. (2024, June 11). Search in Service of Choice. https://doi.org/10.31234/osf.io/xw5bv

Krefeld-Schwalb, A., & Gabel, S. (2023, March 31). 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, February 19). A New Lens on Spillovers: Global Evidence on Overlapping Motives for Sustainable Behaviors. https://doi.org/10.31234/osf.io/syku6

Publications

Krefeld-Schwalb, A., Hua, Xuwen. & Johnson, E.J. (2025). Measuring population heterogeneity requires heterogeneous populations. PNAS, 122(8). DOI: 10.1073/pnas.2425536122

Krefeld-Schwalb, A., Sugerman E. & Johnson, E.J. (2024).Exposing omitted moderators: Explaining why effect sizes differ in the social sciences. PNAS, 121 (12) . DOI: 10.1073/pnas.2306281121

Krefeld-Schwalb, A. & Scheibehenne, B. (2023).Tighter nets for smaller fishes: Mapping the development of statistical practices in consumer research between 2008 and 2020. Marketing Letters, 34. DOI:10.1007/s11002-022-09662-3

Li, Y.*, Krefeld-Schwalb, A.*, Wall, D., Toubia, O., Johnson, E & D. Bartels. (2022). The more you ask, the less you get: When additional questions hurt external validity. Journal of Marketing Research, 59(5). DOI: 10.1177/00222437211073581 *Shared First Authorship.

Krefeld-Schwalb, A., Pachur, T. & Scheibehenne, B. (2022). Structural Parameter Interdependencies in Computational Models of Cognition. Psychological Review, 129(2). DOI: 10.1037/rev0000285

Krefeld-Schwalb, A. & Rosner, A. (2020). A new way to guide consumer’s choice: Retro-cueing alters the availability of product information in memory. 111, 135–147. DOI: 10.1016/j.jbusres.2019.08.012

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, 45(7), 1151–1165.

DOI: doi.org/10.1037/xlm0000641

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, 9(March), 1–14.

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, 65, pp. 128-138.

DOI

Krefeld-Schwalb, A., Ellis, A. & Oswald, M. (2015). Source memory for mental imagery: Influences of the stimuli’s ease of imagery. PLoS ONE, 10(11), 1–14.

DOI