Dr. J. Eelen

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+31 20 59 87056
school of business & economics ( marketing )

Brief résumé

Dr. Jiska Eelen investigates the influence of sensory marketing, emotions, and innovation and change on consumers. She has a particular interest in the psychological mechanisms that underlie consumer behavior, and how those mechanisms determine the effectiveness of advertising and marketing communication. Her research has been published in the Journal of Consumer Psychology and the International Journal of Advertising, and in several handbooks. Jiska shares her expertise with marketing and communication practitioners from private and governmental institutions (e.g., Dutch government (PSA), charities, telcom industry) through books, symposia, blogs and consulting. Before she started working at the VU University Amsterdam, she was a researcher persuasive communication at the Amsterdam School of Communication Research (University of Amsterdam). Jiska obtained her Ph.D. at the University of Leuven, Belgium (2011) where she specialized in embodied cognition (i.e., the interplay of body and mind in judgment and decision making). Jiska studied psychology (MSc. 2006, University of Leuven) and marketing analysis (MSc. 2007, University of Ghent).

Awards, honors, and grants

  • SWOCC grant “creative media advertising” (€17.000), with Marijn Meijers and Hilde Voorveld (University of Amsterdam), 2015
  • Best paper award, International Conference of Research in Advertising (ICORIA), 2014
  • Research grant of the Marketing Science Institute ($12.000), with Maarten Gijsenberg (University of Groningen) and Peeter Verlegh (VU University Amsterdam), 2013
  • SWOCC grant “brand loyalty” (€15.000), 2013
  • American Marketing Association (AMA) Sheth Doctoral Consortium Fellow, 2011
  • European Marketing Academy (EMAC) Doctoral Colloquium Fellow, 2010
  • Research Assistant (Aspirant) of the Research Foundation – Flanders, Belgium (FWO - Vlaanderen) (€100.000), 2007-2011
  • Nomination Best Thesis Award, Belgian Association for Psychological Science (BAPS), 2007

Research interests

  • Embodied cognition, sensory marketing, emotions
  • Innovation, change, novelty
  • Marketing communication, (creative media) advertising


Journal articles:

  • Verhellen, Y., Eelen, J., Dens, N., & De Pelsmacker, P. (forthcoming). The short and long term impact of brand placement in an advertiser funded TV program on viewers’ attitudes towards the sponsor brand and its main competitor. International Journal of Advertising
  • Eelen, J., Dewitte, S., & Warlop, L. (2013). Situated embodied cognition: Monitoring orientation cues affects product evaluation and choice. Journal of Consumer Psychology , 23(4), 424-433 (Lead article)


  • Eelen, J. (2014). De loyale consument [The loyal consumer] . Amsterdam, Netherlands: SWOCC

Book chapters:

  • Eelen, J. , Rauwers, F., Wottrich, V. M., Voorveld, H. A., & van Noort, G. (forthcoming). Consumer Responses to Creative Media Advertising: A Literature Review. In P. De Pelsmacker (Ed.), Handbook of Research on New Advertising Formats . Emerald Publishing
  • Eelen, J. , & Seiler, R. V. J. (2015). Creative Media Use Increases Online Sharing of Your Ad (but Seems Less Effective for Your Brand). In P.W.J. Verlegh, H.A.M. Voorveld & M. eisend (Eds.), Advances in Advertising Research: The Digital, The Classic, The Subtle and The Alternative (Vol. 5, pp. 291-308). Heidelberg, Germany: Springer Gabler
  • Winkielman, P., Niedenthal, P. M., Wielgosz, J., Eelen, J., Kavanagh, L. C., &. (2015). Embodiment of cognition and emotion. In M. Mikulincer, P. R. Shaver, E. Borgida, & J. A. Bargh (Eds.), APA handbook of personality and social psychology (1st ed., Vol. 1, pp. 151-175). Washington, DC, US: American Psychological Association. doi: 10.1037/14341-004
  • Niedenthal, P. M., Eelen, J., & Maringer, M. (2011). Embodiment and social cognition. In J. Decety & J. Cacioppo (Eds.), The Oxford handbook of social neuroscience (pp. 491-506). New York: Oxford University Press.

Full list of publications

Educational activities

  • Marketing II (BSc Bedrijfskunde)
  • Consumer Marketing (MSc Marketing)


Geen nevenwerkzaamheden
Laatste wijzigingen Nevenwerkzaamheden: Amsterdam 06 februari 2017