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Willem Frederik (Fred) van Raaij (1944) is a Dutch psychologist and professor.

He studied psychology and data analysis at the Leiden University and worked at the University of Twente (1970-1972), the Catholic University Tilburg (1972-1976 and 1977-1979) and the University of Illinois (1976-1977). He was then professor at Erasmus University Rotterdam (1979-2000) and Tilburg University (from 2000).

His field of study is economic psychology with a specialisation in (marketing) communication, consumer financial behaviour, environmentally friendly consumer behaviour and energy saving in households. He is the founder (1981) and first editor of the Journal of Economic Psychology. He received an honorary doctorate from the Helsinki School of Economics, Finland in 2006.

He was chairman of the GVR (Genootschap voor Reclame - Association for Marketing Communication) and board member of the SWOCC (Stichting Wetenschappelijk Onderzoek Commerciële Communicatie - Foundation for Scientific Research on Commercial Communication) at the University of Amsterdam.