Prof Leo Paas staff profile picture

Contact details +64 (09) 414 0800  ext. 43304

Prof Leo Paas

Professor/Programme Leader - Business Analytics

School of Communication, Journalism and Marketing

Leo Paas studied social science methodology (MSc) and social science informatics (MSc) in Amsterdam, The Netherlands. He graduated in 1994. After graduating Leo worked at a large Dutch bank, the Postbank, which was part of the ING group and has been merged with the ING label. During this period he worked as a database marketer on topics such as customer segmentation, data mining, assessing customer lifetime value, predictive modelling, churn prediction and credit scoring. In 1999 Leo started working as a consultant for a small firm in Amsterdam, applying the knowledge gained at Postbank to assist various financial services providers in their marketing activities, credit scoring and the evaluation of the value and risks of their loan and mortgage portfolios. In 2002 Leo joined the Marketing Department of Tilburg University as an Assistant Professor. In 2005 he became Associate Professor at the marketing department of VU University Amsterdam. In 2014 he joined the department of Communication, Journalism and Marketing at Massey University as a Professor.

Research

Leo main research interest has been on the development and application of segmentation models in the financial services market. His more recent addresses two additional topics: (1) Consumer reactions to advertising models; (2) The quality of survey data. He has published in journals such as International Journal of Research in Marketing, Journal of Economic Psychology, Marketing Letters, and Journal of the Royal Statistical Society (A-Series).

 Teaching

Leo has taught various courses at BSc, MSc and postgraduate level on marketing communications, marketing research, services marketing, cross cultural marketing and customer intelligence.

 Service

Leo has been on various committees and was member of the management team at VU University from 2005 to 2014.

Leo Paas has started his career in business as database marketer at a large bank in The Netherlands and he has worked as a consultant in the Dutch financial services industry. In 2002 he started working as an Assistant Professor at the marketing department of Tilburg University. In 2005 he became Associate Professor at the marketing department of VU University Amsterdam. In 2014 he joined the department of Communication, Journalism and Marketing at Massey University as a Professor. He has published extensively in high tier academic journals.

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Professional

Contact details

  • Ph: +64 (09) 4140800 ext 43304
    Location: QB3.23B, Quadrangle B
    Campus: Albany

Research Expertise

Research Interests

- Financial services marketing

- International marketing

- Body image in advertising

- Direct marketing

- Data mining

- Scale development

- Segmentation

Area of Expertise

Field of research codes
Commerce, Management, Tourism And Services (150000): Marketing (150500): Marketing Communications (150502): Marketing Research Methodology (150505)

Research Projects

Summary of Research Projects

Position Current Completed
Project Leader 0 1

Consultancy and Languages

Languages

  • English
    Last used: Today
    Spoken ability: Excellent
    Written ability: Excellent
  • Dutch
    Last used: Today
    Spoken ability: Excellent
    Written ability: Excellent
  • German
    Last used: 2013
    Spoken ability: Needs work
    Written ability: Needs work

Supervision and Teaching

Summary of Doctoral Supervision

Position Current Completed
Supervisor 1 0

Current Doctoral Supervision

Supervisor of:

  • Pornchanoke Tipgomut - PhD
    "Cutting edge: Consumers' attitudes towards ads portraying female models who have undergone cosmetic surgery."

Media and Links

Media

  • 28 Apr 2015 - Newspaper
    The skinny on being truly beautiful
    News paper article in Hawke's Bay Today
  • 27 Feb 2015 - Newspaper
    Big data: The sexiest job of the 21st century
    National Business Review article addressing the employment potential in the field of big data
  • 20 Mar 2015 - Newspaper
    Ultra thin models big turn-off for shoppers: study
    Large article in NZ Herald
  • 20 Mar 2015 - Radio
    Skinny models may be out of fashion
    Short live interview on Mike Hosking Breakfast
  • 20 Mar 2015 - Television
    Skinny models put shoppers off - Kiwi researcher
    TVNZ1 news item
  • 18 Jan 2015 - Television
    Study: Consumers put off by underweight models
    Item in TV3 News

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