Dr. Van Ittersum conducts research to (1) improve consumer welfare and (2) increase new product introduction success rates. His research on consumer welfare examines behavioral biases that stimulate overconsumption of drinks, food, alcohol, and medicines and overspending of money. Based on this research, Dr. Van Ittersum formulates marketing strategies that offer win-win solutions for consumers and companies. To increase new product introduction success rates, Dr. Van Ittersum focuses on reducing Type I and Type II errors in the new product development and marketing process. As part of a longitudinal, multidisciplinary research collaboration with Georgia Tech’s School of Psychology and Deere & Company, he works to improve methods to predict the acceptance of new products and technologies. In collaboration with Unilever,  he also takes a unique approach to measuring and influencing the importance of product attributes in consumer judgment and choice, a key determinant of new product success. In response to the growing practice by which companies introduce remanufactured products, Dr. Van Ittersum's most recent line of research examines whether, when, and how the introduction of remanufactured products may influence the marketing of new products.

Dr. Van Ittersum’s research has resulted in publications in leading journals in marketing (Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research), medicine (British Medical Journal, Annals of Internal Medicine), and agricultural economics (European Review of Agricultural Economics, Journal of Agricultural Economics). His work is widely cited in marketing, medicine, nutrition and dietetics, food science and technology, public, environmental, and occupation health, psychology, and economics and has drawn extensive media attention (e.g., The Wall Street Journal, The New York Times, LA Times, Forbes, USA Today, Associated Press, ABC News, MSNBC, CBS News, BBC News, The Times of London, Canadian Broadcasting Corporation, Daily Telegraph (Australia), United Press International). He has received over $1.3 million in research grants from national and international governments and businesses (e.g., Unilever, Deere & Company).

Dr. Van Ittersum teaches Strategic Brand Management at the undergraduate, MBA, and Exec levels.

• Van Ittersum, Koert, Joost M.E. Pennings, and Brian Wansink (forthcoming), “Trying Harder and Doing Worse: How Grocery Shoppers Track In-Store Spending,” Journal of Marketing. 


• Van Ittersum, Koert, and Fred Feinberg (forthcoming), “Cumulative Timed Intent: A New Predictive Tool for Technology Adoption,” Journal of Marketing Research.  


• Wansink, Brian, and Koert van Ittersum (forthcoming), “Spoons Systematically Bias Dosing of Liquid Medicine,” Annals of Internal Medicine. (impact factor: 17.46). 


• Wansink, Brian, and Koert van Ittersum (2005), “Shape of Glass and Amount of Alcohol Poured: Comparative Study of Effect of Practice and Concentration,” British Medical Journal, 331 (24 December), 1512-1514. (impact factor: 12.83) 


• Wansink, Brian, and Koert van Ittersum (2003), “Bottom’s Up! The Influence of Elongation on Pouring and Consumption Volume,” Journal of Consumer Research, 30 (3) (December), 455-463.