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Identifying Marketing Actions That Drive Financial Performance

Marketing Research Options Finance Behavior Buyers Interdisciplinary Co-operatives Strategy Business Psychology Futures Decision Making Under Risk Marketing Channels PR-Marketing

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Prof. dr. ir Joost M.E. Pennings

Professor of Finance and Professor of Marketing
Chairman of the Marketing-Finance Research Lab

Joost M.E. Pennings is Professor in Finance at Maastricht University, Professor in Marketing at Maastricht University, the AST professor in Commodity Futures Markets at Wageningen University and Adjunct Professor in the Office for futures & Options Research, Marketing & Decision Sciences Group at the University of Illinois at Urbana-Champaign. The research of Prof. Pennings deals with understanding revealed economic behavior by studying the decision-making behavior of real decision-makers (market participants, consumers, managers etc). Special attention is given to decision-making under risk and uncertainty. The understanding of revealed economic behavior is utilized to advance product development and public policy. The research is quantitative and rooted in economics, finance, management sciences, and psychology theory.

Research Interests

behavioral finance, consumer financial decision-making, investor behavior, marketing-finance interface, interactions between product and financial markets.

Recent Key Publications



+31 43 388 3934


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