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

Research Outputs

Journal

Choongo, P., Van Burg, E., Masurel, E., & Paas, LJ. (2017). Corporate Social Responsibility Motivations in Zambian SMEs. Intrnational Review of Entrepreneurship.
[Journal article]Authored by: Paas, L.
Eijdenberg, EL., Paas, LJ., & Masurel, E. (2017). Decision-making and small business growth in Burundi. Journal of Entrepreneurship in Emerging Economies. 9(1), 35-64 Retrieved from http://www.emeraldinsight.com/
[Journal article]Authored by: Paas, L.
Choongo, P., Van Burg, E., Paas, LJ., & Masurel, E. (2016). Factors influencing the identification of sustainable opportunities by SMEs: Empirical Evidence from Zambia. Sustainability (Switzerland). 8(1), 1-24
[Journal article]Authored by: Paas, L.
Eijdenberg, EL., Paas, LJ., & Masurel, E. (2015). Entrepreneurial motivation and small business growth in Rwanda. Journal of Entrepreneurship in Emerging Economies. 7(3), 212-240
[Journal article]Authored by: Paas, L.
Paas, LJ., Bijmolt, THA., & Vermunt, JK. (2015). Long-term developments of respondent financial product portfolios in the EU: A multilevel latent class analysis. Metron. 73(2), 249-262
[Journal article]Authored by: Paas, L.
Andersen, K., & Paas, LJ. (2014). Extremely thin models in print ads: The dark sides. Journal of Marketing Communications. 20(6), 447-464
[Journal article]Authored by: Paas, L.
Paas, LJ. (2014). Comments on: Latent Markov models: A review of a general framework for the analysis of longitudinal data with covariates. Test. 23(3), 473-477
[Journal article]Authored by: Paas, L.
Janssen, DM., & Paas, LJ. (2014). Moderately thin advertising models are optimal, most of the time: Moderating the quadratic effect of model body size on ad attitude by fashion leadership. Marketing Letters. 25(2), 167-177
[Journal article]Authored by: Paas, L.
de Angelis, L., & Paas, LJ. (2013). A dynamic analysis of stock markets using a hidden Markov model. Journal of Applied Statistics. 40(8), 1682-1700
[Journal article]Authored by: Paas, L.
Ngwenya, MA., & Paas, LJ. (2012). Lifecycle effects on consumer financial product portfolios in South Africa: An exploratory analysis of four ethnic groups. Journal of Economic Psychology. 33(1), 8-18
[Journal article]Authored by: Paas, L.
Oppewal, H., Paas, LJ., Crouch, GI., & Huybers, T. (2010). Segmenting consumers based on how they spend a tax rebate: An analysis of the Australian stimulus payment. Journal of Economic Psychology. 31(4), 510-519
[Journal article]Authored by: Paas, L.
Paas, L. (2009). Acquisition pattern analysis for evolutionary database marketing. Service Industries Journal. 29(6), 805-812
[Journal article]Authored by: Paas, L.
Paas, LJ. (2009). Database marketing practices and opportunities in a newly emerging African market. Journal of Database Marketing and Customer Strategy Management. 16(2), 92-100
[Journal article]Authored by: Paas, L.
Paas, LJ., Bijmolt, THA., & Vermunt, JK. (2007). Acquisition patterns of financial products: A longitudinal investigation. Journal of Economic Psychology. 28(2), 229-241
[Journal article]Authored by: Paas, L.
Paas, LJ., Vermunt, JK., & Bijmolt, THA. (2007). Discrete time, discrete state latent Markov modelling for assessing and predicting household acquisitions of financial products. Journal of the Royal Statistical Society. Series A: Statistics in Society. 170(4), 955-974
[Journal article]Authored by: Paas, L.
Paas, LJ., & Sijtsma, K. (2007). Nonparametric item response theory for investigating dimensionality of marketing scales: A SERVQUAL application. Marketing Letters. 19(2), 157-170
[Journal article]Authored by: Paas, L.
Paas, LJ., & Molenaar, IW. (2005). Analysis of acquisition patterns: A theoretical and empirical evaluation of alternative methods. International Journal of Research in Marketing. 22(1), 87-100
[Journal article]Authored by: Paas, L.
Paas, LJ., Kuijlen, AAA., & Poiesz, TBC. (2005). Acquisition pattern analysis for relationship marketing: A conceptual and methodological redefinition. Service Industries Journal. 25(5), 661-673
[Journal article]Authored by: Paas, L.
Bijmolt, THA., Paas, LJ., & Vermunt, JK. (2004). Country and consumer segmentation: Multi-level latent class analysis of financial product ownership. International Journal of Research in Marketing. 21(4), 323-340
[Journal article]Authored by: Paas, L.
Paas, LJ. (2001). Acquisition patterns of products facilitating financial transactions: A cross-national investigation. International Journal of Bank Marketing. 19(7), 266-275
[Journal article]Authored by: Paas, L.
Paas, LJ., & Kuijlen, AAA. (2001). Towards a general definition of customer relationship management. Journal of Database Marketing.
[Journal article]Authored by: Paas, L.
Paas, LJ., & Breur, T. (2000). Building predictive models for direct mail: A framework for choosing training and test data. Journal of Database Marketing.
[Journal article]Authored by: Paas, L.
Paas, LJ. (1998). Mokken scaling characteristic sets and acquisition patterns of durable- and financial products. Journal of Economic Psychology. 19(3), 353-376
[Journal article]Authored by: Paas, L.

Book

Vermunt, JK., & Paas, LJ. (2017). Mixture models. In P. Leeflang, JE. Wieringa, THA. Bijmolt, & KH. Pauwels (Eds.) Advanced Methods for Modeling Markets.
[Chapter]Authored by: Paas, L.
Bronner, AE., Dekker, P., De Leeuw, E., Paas, LJ., De Ruyter, K., Smidts, A., . . . Wieringa, JE. (Eds.) (2014). Jaarboek Marktonderzoeksassociatie, 2014.
[Edited Book]Edited by: Paas, L.
Bronner, AE., Dekker, P., De Leeuw, E., Paas, LJ., De Ruyter, K., Smidts, A., . . . Wieringa, JE. (Eds.) (2013). Jaarboek Marktonderzoeksassociatie, 2013.
[Edited Book]Edited by: Paas, L.
Bronner, AE., Dekker, P., De Leeuw, E., Paas, LJ., De Ruijter, K., Smidts, A., . . . Wieringa, JE. (Eds.) (2012). Jaarboek Marktonderzoeksassociatie, 2012 to 2014. I was one of the editors for a three-year period of this yearly appearing book..
[Edited Book]Edited by: Paas, L.
Costa, M., DeAngelis, L., & Paas, LJ. (2012). Interdependence and contagion in international stock markets: A latent Markov model approach. In C. Pema, & M. Sibillo (Eds.) Mathematical and Statistical Methods for Actuarial Sciences and Finance. (pp. 131 - 138). : Springer
[Chapter]Authored by: Paas, L.

Creative Work

Paas, LJ.(2015). Big issues in business - Big data.
[Film or Video]Authored by: Paas, L.Contributed to by: Paas, L.

Conference

Paas, LJ., & Morrren, M. (2014, December). Instructional manipulation checks for bias detection and prevention in online panels. Presented at ANZMAC 2014
[Conference Oral Presentation]Authored by: Paas, L.
Paas, LJ., & Morren, M. (2014). Instructional manipulation checks for bias detection and prevention in online panels. , ANZMAC 2014: ANZMAC
[Conference Abstract]Authored by: Paas, L.
Paas, LJ., & Janssen, DM. (2013, July). Fashion followers prefer moderately thin models: Moderating the quadratic effect of model body size. Presented at INFORMS Marketing Science Conference
[Conference Oral Presentation]Authored by: Paas, L.
Paas, LJ., & Morren, M. (2013, December). Using an instructional manipulation check to correct for bias in online panels caused by mid-point responding. Presented at ANZMAC 2013
[Conference Oral Presentation]Authored by: Paas, L.
Paas, LJ., & Janssen, DM. (2013). Fashion followers prefer moderately thin models: Moderating the quadratic effect of model body size. , INFORMS Marketing Science Conference: ANZMAC
[Conference Abstract]Authored by: Paas, L.
Paas, LJ., & Morren, M. (2013). Using an instructional manipulation check to correct for bias in online panels caused by mid-point responding. , ANZMAC 2013: ANZMAC
[Conference Abstract]Authored by: Paas, L.
Paas, LJ. (2012, December). Extremely thin models in printed ads: The dark sides. Presented at ANZMAC 2012
[Conference Oral Presentation]Authored by: Paas, L.
Paas, LJ., Prinzie, A., & Van den Poel, D. (2012, December). Markov modelling for evaluating long-term results of direct marketing campaigns. Presented at ANZMAC 2012
[Conference Oral Presentation]Authored by: Paas, L.
Paas, LJ. (2012). Extremely thin models in printed ads:: The dark sides. , ANZMAC 2012: ANZMAC
[Conference Abstract]Authored by: Paas, L.
Paas, LJ., Prinzie, A., & Van den Poel, D. (2012). Latent Markov models for assessing long-term-effects of direct mail strategies. ANZMAC proceedings. : ANZMAC 2012
[Conference Paper in Published Proceedings]Authored by: Paas, L.

Other

Paas, LJ. (2016, February). Becoming a master of analytics. In Business audience.
[Oral Presentation]Authored by: Paas, L.
Paas, LJ., & Morren, M. (2015, April). Instructional manipulation checks for bias detection and prevention in online panels. In Marketing Department Monash University.
[Oral Presentation]Authored by: Paas, L.
Paas, LJ., & Morren, M. (2015, April). Instructional manipulation checks for bias detection and prevention in online panels. In Marketing Department University of Melbourne.
[Oral Presentation]Authored by: Paas, L.
Paas, LJ., & Prinzie, A. (2013, December). Markov modelling for evaluating long-term results of direct marketing campaigns. In The School of Communication, Journalism and Marketing of Massey University.
[Oral Presentation]Authored by: Paas, L.
Paas, LJ., Prinzie, A., & Van den Poel, D. (2013, December). Markov modelling for evaluating long-term results of direct marketing campaigns. In Marketing Department of Waikato Business School.
[Oral Presentation]Authored by: Paas, L.

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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