Personal profile

Personal information

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 (together with Amir Grinstein) a PhD-student on the topic of sustainability.

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, Journal of Economic Psychology, among others.


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


  • Transformative Research Seeding Grant, ACR and Sheth Foundation, 2014 (€1,200)
  • Career Grant for Young Researchers, University of Cologne, 2011 (€6,000)
  • Deutscher Akademischer Austausch Dienst, 2004 (€8,500)
  • Catherina van Tussenbroek Fonds, 2004 (€2,500)
  • British Council, 2003 (€4,000)
  • Erasmus Scholarship, 2003

Prizes and Awards

  • Finalist Best Paper Award La Londe Conference 2017 (2nd prize)
  • Nominee KNAW Young Academy
  • Finalist PIM Dutch Marketing Science Award, 2011
  • Certificate of Teaching Excellence, University of Amsterdam, 2005

Ancillary activities

No ancillary activities

Last update Ancillary Activities: Amsterdam (2018-01-19)

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Research Output 2008 2017

  • 12 Article
  • 1 PhD Thesis - Research external, graduation external

Out-of-Category Brand Imitation: Product Categorization Determines Copycat Evaluation

Van Horen, F. & Pieters, R. 2017 In : Journal of Consumer Research. 44, 4, p. 816-832

Research output: Scientific - peer-reviewArticle

Open Access

Accountability Accentuates Interindividual-Intergroup Discontinuity by Enforcing Parochialism

Wildschut, T., Van Horen, F. & Hart, C. 2015 In : Frontiers in Psychology. 6, 1789

Research output: Scientific - peer-reviewArticle

Open Access

Hacking Fear

Van Horen, F. 1 Sep 2014 In : Monthly. p. 9 1 p.

Research output: PopularArticle