Imperial College London


Business School

Associate Professor of Marketing



+44 (0)20 7594 9412m.tuk CV




289Business School BuildingSouth Kensington Campus





Mirjam’s primary research areas are consumer self-control processes and interpersonal influence processes. In her work on self-control processes, she examines determinants of self-control improvement. Her work in this domain has been accepted for publication in the Journal of Experimental Psychology: Generaland Psychological Science. Among others, she shows that visceral factors that induce an increased state of control (e.g.bladder control)  influence and  boost behavioral self-control ability. This research has been awarded the 2011 IgNobel award in Medicine. It has received extensive international radio and newspaper coverage by, among others, The Economist Intelligent Life, The Guardian, The Daily Telegraph, Fox News,Newsweek, BBC radio, CNN and MSNBC. It was also featured in the sitcom "Big Bang Theory". 

Her work in the area of interpersonal influence focuses on word-of-mouth referral behavior. She examines how marketing stimulated referrals alter word-of-mouth interactions, and potentially diminish the well-known effectiveness of word-of-mouth recommendations. Her work in this area has appeared in the Journal of Consumer Psychology, the Journal of the Academy of Marketing Science and theEuropean Journal of Social Psychology.