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Femke van Horen is an Associate Professor at the Marketing Department. She obtained her PhD at Tilburg University and worked as a Post Doctoral Researcher at the Social Cognition Lab of the University of Cologne, Germany. In 2013 she joined the Marketing Department at the Vrije Universiteit as an Assistant Professor, where she was appointed as Associate Professor in 2016. 


Femke has three main lines of research. In her first line, she investigates the effectiveness of product imitation strategies (copycatting). Her second line of research focuses on how environmental uncertainty (e.g., uncertainty caused by economical crisis, elections) affects consumer decision-making. In her third line she investigates how nudging methods can be used to increase sustainable behavior. 

She currently co-supervises two PhD-students on the topics op product imitation and uncertainty.

Her work has been published in the Journal of Consumer Research, Journal of Marketing Research, Journal of Experimental Social Psychology, International Journal of Research in Marketing, Emotion, among others, and she received the AMA Research in Practice Award 2019 for her Out-of-Category Brand Imitation paper, which appeared in the Journal of Consumer Research.


  • Experimental Research (MSc Marketing, PhD Program)
  • Nudge: Influencing Behavior (Bsc, In: Minor Understanding and Influencing Decisions in Business and Society)
  • Master Theses Supervision (MSc Marketing)
  • PhD Supervision

Prizes and Awards

  • Winner of the American Marketing Association CB SIG Research in Practice Award 2019 for my article: “Out-of Category Brand Imitation: Product Categorization Determines Copycat Evaluation,” published in Journal of Consumer Research, 2017
  • Finalist Best Paper Award La Londe Conference 2017 (2nd prize)
  • Finalist PIM Dutch Marketing Science Award, 2011
  • Certificate of Teaching Excellence, University of Amsterdam, 2005


  • Transformative Research Seeding Grant, ACR and Sheth Foundation (€1,200)
  • Career Grant for Young Researchers, University of Cologne (€6,000)
  • Deutscher Akademischer Austausch Dienst (€8,500)
  • Catherina van Tussenbroek Fonds (€2,500)
  • British Council (€4,000)

Ancillary activities

No ancillary activities

Ancillary activities are updated daily


  • H Social Sciences (General)
  • Marketing
  • Social Psychology
  • Consumer Behavior
  • Social Cognition
  • Prosocial Behaviour


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