Personal profile

Personal information

Femke van Horen is Professor of Consumer Behavior 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 Amsterdam. She is the Scientific Director of the VU Behavioral Lab. 

Her work has been published in Science Advances, Journal of Consumer Research, Journal of Marketing Research, Journal of Experimental Social Psychology, International Journal of Research in Marketing, Emotion, among others. 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. Femke is on the Editorial Board of International Journal of Research in Marketing and received the IJRM Outstanding Reviewer Award in 2023. 

She co-chaired the European Association of Consumer Research (EACR) Conference 2023 hosted in Amsterdam and was a visiting scholar at Stanford University (Fall 2023).



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 hope.



  • Experimental Research (MSc Marketing, PhD Program)
  • Master Theses Supervision (MSc Marketing)
  • PhD Supervision

Prizes and Awards

  • Outstanding Reviewer Award International Journal of Research in Marketing (IJRM)
  • 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 (€2,000 and €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

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 10 - Reduced Inequalities
  • SDG 16 - Peace, Justice and Strong Institutions


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


Dive into the research topics where Femke van Horen is active. These topic labels come from the works of this person. Together they form a unique fingerprint.
  • 1 Similar Profiles

Collaborations and top research areas from the last five years

Recent external collaboration on country/territory level. Dive into details by clicking on the dots or