UCL School of Management

Benedict Dellaert

Visiting Professor


Benedict Dellaert is a visiting professor at the UCL School of Management and a full professor of marketing at the Erasmus School of Economics, Erasmus University Rotterdam, The Netherlands. He is a fellow of the Erasmus Research Institute of Management (ERIM) and the Tinbergen Institute, a co-director of the Erasmus Centre for Marketing and Innovation (ECMI), and a research theme coordinator at the Network for Studies on Pensions, Aging and Retirement (Netspar). He holds a PhD from Eindhoven University of Technology. His former positions include posts at the University of Sydney in Australia, Tilburg University in the Netherlands, and Maastricht University in the Netherlands.


Benedict’s research develops new insights into how firms and government agencies can best support consumers in making complex decisions and in creating consumption value. To do so, he investigates topics in marketing, decision making, and information systems. The projects that he works on often involve a combination of rigorous modeling of (online) choices and the introduction of new communications and technologies to support these choices, for example through mass-customization or personalization. The domains in which he conducts his research include financial services (health insurance, pensions), healthcare, e-commerce, and travel. He uses lab-experiments as well as field studies in his research with organizations such as Achmea, Robeco, APG, medical hospitals and online intermediaries to discover new ways for their customers to more easily identify which products and services best match their individual preferences. His papers have appeared in journals such as the Journal of Marketing Research, Marketing Science, Journal of Marketing and Information Systems Research.