Professor Leo Paas

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Head of Department


After studying Social Science Research Methodology (MSc) and Social Science Informatics (MSc) at University of Amsterdam, I worked at a large Dutch bank, Postbank (ING group). The role at Postbank addressed database marketing, data mining, marketing research activities and supporting direct marketing and reporting was done directly to the CEO next to second and third tier management. In 1999 I started working as a consultant for Da Vinci Group in Amsterdam, applying the knowledge gained at Postbank for various other firms.

In 2001 I joined Tilburg University, first as a research assistant and in 2002 as Assistant Professor at the Marketing Department. I joined the marketing department of VU University Amsterdam in 2005 taking on the role of Associate Professor in 2006. In 2014 I started as Professor in Marketing at the School of Communication, Journalism and Marketing (Massey University – Auckland). In February 2019 I joined The University of Auckland as a Professor in Marketing. 

Central to my current academic research is (big data) analytics, with a focus on segmentation and respondent attention in online panels. Other research areas I work on are: Consumer reactions to human advertising models and entrepreneurship in developing economies. Papers have been published in top-ranked marketing and statistics journals, i.e.: International Journal of Research in Marketing (A* on the ABDC list), Journal of Economic Psychology (A), Journal of the Royal Statistical Society (A-Series), Marketing Letters (A) and various other ABDC journals.

I have taught various courses at BSc, MSc and postgraduate level on marketing communications, marketing research, services marketing, cross cultural marketing and customer insights. I have contributed to various academic committees, been a programme leader for a Master of Business Analytics and have been involved in NUFFIC projects for capability development at African universities.

Research | Current

- Big data analytics

- Latent class and analysis and latent Markov models

- Entrepreneurship in developing economies

- Quality of data obtained through online panels

- Consumer reactions to human advertising models

Teaching | Current

- 2019: MKTG 703 Research Methods in Marketing I

Postgraduate supervision

I have supervised 7 PhD students and over a 100 Masters theses


2018               Highly commended in the 2018 Emerald Literati Award for the article “Eijdenberg, E.L., Paas, L.J,  

                       Masurel, E. (2017). Decision-making and small business growth in Burundi. Journal of

                       Entrepreneurship in Emerging Economies, 9 (1), 35-64.”

2015               Nominated for the best teacher award at Massey University

2014               Nominated for the best teacher award at Massey University

2014               Third place in research translation competition, College of Business, Massey University.

Selected publications and creative works (Research Outputs)

As of 29 October 2020 there will be no automatic updating of 'selected publications and creative works' from Research Outputs. Please continue to keep your Research Outputs profile up to date.
  • Choongo, P., Paas, L. J., Masurel, E., van Burg, E., & Lungu, J. (2019). Entrepreneurs’ personal values and CSR orientations: evidence from SMEs in Zambia. Journal of Small Business and Enterprise Development, 26 (4), 545-570. 10.1108/JSBED-02-2017-0080
  • Eyana, S. M., Masurel, E., & Paas, L. J. (2018). Causation and effectuation behaviour of Ethiopian entrepreneurs: Implications on performance of small tourism firms. Journal of Small Business and Enterprise Development, 25 (5), 791-817. 10.1108/JSBED-02-2017-0079
  • Paas, L. J., Dolnicar, S., & Karlsson, L. (2018). Instructional Manipulation Checks: A longitudinal analysis with implications for MTurk. International Journal of Research in Marketing, 35 (2), 258-269. 10.1016/j.ijresmar.2018.01.003
  • Paas, L. J., & Morren, M. (2018). PLease do not answer if you are reading this: respondent attention in online panels. Marketing Letters, 29 (1), 13-21. 10.1007/s11002-018-9448-7
  • Choongo, P., Van Burg, E., Paas, L., & Masurel, E. (2016). Factors Influencing the Identification of Sustainable Opportunities by SMEs: Empirical Evidence from Zambia. Sustainability, 8 (1), 81-81. 10.3390/su8010081
  • Eijdenberg, E. L., Paas, L. J., & Masurel, E. (2015). Entrepreneurial motivation and small business growth in Rwanda. Journal of Entrepreneurship in Emerging Economies, 7 (3), 212-240. 10.1108/JEEE-01-2015-0004
  • Paas, L. J., Bijmolt, T. H. A., & Vermunt, J. K. (2015). Long-term developments of respondent financial product portfolios in the EU: a multilevel latent class analysis. METRON, 73 (2), 249-262. 10.1007/s40300-015-0067-2
  • Andersen, K., & Paas, L. J. (2014). Extremely thin models in print ads: The dark sides. Journal of Marketing Communications, 20 (6), 447-464. 10.1080/13527266.2012.723027


Contact details

Primary office location

Level 4, Room 415
New Zealand

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