Bart de Langhe

de Langhe
Affiliation with ESADE Business School, Barcelona, Associate Professor • Former Leeds Assistant Professor
Marketing • Center for Research on Consumer Financial Decision Making


Bart de Langhe is an Assistant Professor of Marketing at the Leeds School of Business, University of Colorado-Boulder. He obtained his Bachelor and Master degrees in Psychology from the Catholic University of Leuven (Belgium) and his Ph.D. in Marketing from the Rotterdam School of Management, Erasmus University (Netherlands).
His research examines judgment and decision-making with an emphasis on how consumers and managers intuitively deal with data, metrics, and statistics. He has published articles in leading academic journals in marketing and management, such as Journal of Consumer Research, Journal of Marketing Research, Management Science, and Organizational Behavior and Human Decision Processes. His work has also been featured in the popular press, such as The Wall Street Journal, The New York Times, and Harvard Business Review.
Professor de Langhe teaches Consumer Behavior in the undergraduate program, Customer Analytics in the MBA and MS programs, and Marketing Management in the Evening MBA program.


de Langhe, Bart (2016), “The Manager as an Intuitive Statistician,” Journal of Marketing Behavior, forthcoming. Read Here.

de Langhe, Bart and Stefano Puntoni (2016), “Productivity Metrics and Consumers’ Misunderstanding of Time Savings,” Journal of Marketing Research, 53, 396-406Read Here. HBR’s coverage on the paper.

de Langhe, Bart, Philip M. Fernbach, and Donald R Lichtenstein (2016), “Star Wars: Response to Simonson, Winer/Fader, and Kozinets,” Journal of Consumer Research, 42, 850-857. Read Here.

de Langhe, Bart, Philip M. Fernbach, and Donald R. Lichtenstein (2016), “Navigating by the Stars: Investigating the Actual and Perceived Validity of Online User Ratings,” Journal of Consumer Research, 42, 817-833. Read Here. HBR’s coverage on the paper.

de Langhe, Bart and Stefano Puntoni (2015), “Bang for the Buck: Gain-loss Ratio as a Driver of Judgment and Choice,” Management Science, 61, 1137-1163Read Here.

de Langhe, Bart, Stijn M.J. van Osselaer, Stefano Puntoni, and Ann L. McGill (2014), “Fooled by Heteroscedastic Randomness: Local Consistency Breeds Extremity in Price-Based Quality Inferences,” Journal of Consumer Research, 41, 978-994. Read Here.

de Langhe, Bart, Stijn M.J. van Osselaer, and Berend Wierenga (2011), “The Effects of Process and Outcome Accountability on Judgment Process and Performance,” Organizational Behavior and Human Decision Processes, 115, 238-252. Read Here.

de Langhe, Bart, Stefano Puntoni, Daniel Fernandes, and Stijn M.J. van Osselaer (2011), “The Anchor Contraction Effect in International Marketing Research,” Journal of Marketing Research, 48, 366-380. Read Here.

Puntoni, Stefano, Bart de Langhe, and Stijn M.J. van Osselaer (2009), “Bilingualism and the Emotional Intensity of Advertising Language,” Journal of Consumer Research, 35, 1012-1025. Read here.