Dr. Kobe Millet

Biography

Kobe Millet is a Full Professor of Marketing at Vrije Universiteit Amsterdam. He has a diverse academic background in psychology and holds a PhD in Marketing from KU Leuven. His research and teaching focus on decision-making processes in contexts where individuals depart from rational models of choice, especially related to sustainable and socially responsible decisions. He aims to clarify the psychological mechanisms that drive these decisions by employing rigorous experimental methods while maintaining a strong connection to societal and business relevance. Together with Bert Weijters, Dr. Millet developed a multi-proxy experimental methodology that enhances the measurement of behavioral constructs. His approach has been validated in the context of pro-environmental behavior and has opened avenues for deeper insights into the psychological mechanisms underlying consumer actions. He collaborates with organizations to apply behavioral-science insights to real-world decision-making challenges, including a partnership with NS International to strengthen their A/B testing program. In addition to his research, he serves on the editorial board of the International Journal of Research in Marketing and has published extensively in top-tier journals.

Research Interests

Experience