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Home | People | Jonne Guyt

Jonne Guyt


University of Amsterdam
Research field
Consumer Behavior, Internet and New Media, Retailing


I am an Associate Professor at Amsterdam Business School (University of Amsterdam, Netherlands). I obtained my Ph.D. at Tilburg University.

My current research focuses on responsible retailing. In my research, I study how firms and consumers react to current trends and changes in the environment. For example, I study the performance of low-sugar products or how soda taxes affect how managers set their marketing mix.

Please see my personal website for an up to date overview of my research output and projects.


Guyt, J. (2023). A War on Sugar? Effects of Reduced Sugar Content and Package Size in the Soda Category Journal of Marketing, :.

Guyt, J. and Gijsbrechts, E. (2020). Evaluating the Effectiveness of Retailer-Themed Super Saver Events Journal of Marketing, 84(2):92--113.

Guyt, J. and Gijsbrechts, E. (2018). On consumer choice patterns and the net impact of feature promotions International Journal of Research in Marketing, 35(3):490--508.

Guyt, JonneY. and Gijsbrechts, E. (2014). Take Turns or March in Sync? The Impact of the National Brand Promotion Calendar on Manufacturer and Retailer Performance Journal of Marketing Research, 51(6):753--772.