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Personal profile

Personal information

Hester van Herk is professor of Cross-Cultural Marketing Research at VU and Adjunct Senior Research Fellow at the University of Western Australia in Perth. Hester holds a PhD (2000) in marketing and cross-cultural psychology from Tilburg University. She studied psychology at Leiden University with a major in research methodology and minors in social and organizational psychology and in mathematics. After obtaining her MSc, she worked as a scientific researcher at Statistics Netherlands, Solvay Duphar, ABN Amro, and MarketResponse. At Vrije Universiteit Amsterdam she was Program Director of the Bachelor of Business Administration (2010-2013) and Acting Department Chair at the Marketing department (2013-2015).

Her main research interests are in the antecedents and consequences of human values on consumer behavior in developed and emerging markets and in research methodology providing insight into differences and similarities between survey responses from consumers in different nations and cultural groups. About these subjects she has published in journals such as Journal of Marketing Research, Journal of Cross-Cultural Psychology, Journal of International Marketing, European Journal of Marketing, Multivariate Behavioral Research and PLOS ONE. In 2017, she co-authored the book "International & Cross-Cultural Business Research" with Jean-Claude Usunier and Julie Anne Lee and co-edited the book "Cross Cultural Issues in Consumer Science and Consumer Psychology. Current perspectives and Future Directions" with Carlos J. Torelli.


  • Cross-cultural comparative research
  • Response styles
  • International segmentation
  • Human values
  • Pro-social behavior


  • Business Research Methods II (BSc Bedrijfskunde)
  • Cross-Cultural Consumer Research (MSc Marketing)
  • Marketing Seminar (Research Master Business in Society)
  • Cross-Cultural Research Methods (PhD)


Australian Research Council (ARC) linkage grant, 2015-2018 (AU$510,247/€323,000), for the the project: "Dynamic relations between values and consumer behaviour: age and life-stage", in cooperation with Julie Lee (University of Western Australia, Perth), Anat Bardi (Royal Holloway, University of London, London), Leonard Coote (Queensland University of Technology, St Lucia), Geoffrey Soutar (University of Western Australia, Perth) and the research company PureProfile Pty Ltd (Sydney)

Ancillary activities

  • Stichting KCC | Amsterdam | Auditor | 2012-06-01
  • MOA | Amsterdam | Board member | 2013-11-01

Ancillary activities are updated daily

Fingerprint Fingerprint is based on mining the text of the person's scientific documents to create an index of weighted terms, which defines the key subjects of each individual researcher.

Values Social Sciences
Marketing Medicine & Life Sciences
cultural studies Social Sciences
cultural analysis Social Sciences
rating scale Social Sciences
Greece Medicine & Life Sciences
consumption behavior Social Sciences
Politics Medicine & Life Sciences

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Selected Research Output 2000 2018

Current and Historical Antecedents of Individual Value Differences Across 195 Regions in Europe

van Herk, H. & Poortinga, Y. H., 2012, In : Journal of Cross-Cultural Psychology. 43, 8, p. 1229-1248

Research output: Contribution to JournalArticleAcademicpeer-review

Gross Domestic Product
Cohort Effect

Identifying response styles: A latent-class bilinear multinomial logit model

van Rosmalen, J., van Herk, H. & Groenen, P. J. F., 2010, In : JMR. Journal of Marketing Research. 47, 1, p. 157-172

Research output: Contribution to JournalArticleAcademicpeer-review

Latent class
Multinomial logit model
Response styles
Rating scales
Response bias

Conjoining international marketing and relationship marketing: Exploring consumers' cross-border service relationships

Nijssen, E. J. & van Herk, H., 2009, In : Journal of International Marketing. 17, 1, p. 91-115

Research output: Contribution to JournalArticleAcademicpeer-review

International marketing
Service relationships
Service provider
Consumer ethnocentrism

Activities 2002 2013

  • 20 Lecture / Presentation
  • 5 Editorial work
  • 3 Membership

NWO (External organisation)

van Herk, H. (Member)

Activity: MembershipAcademic

History or Affluence? Explanations for value differences across 195 regions in Europe

van Herk, H. (Speaker), Y.H. Poortinga (Speaker)
7 Jul 2010

Activity: Lecture / PresentationAcademic

History or Affluence? Explanations for value differences across 195 regions in Europe

van Herk, H. (Speaker), Y.H. Poortinga (Speaker)
13 Aug 2010

Activity: Lecture / PresentationAcademic

What is the appropriate unit of analysis when aggregating cultural values?

van Herk, H. (Speaker)
7 Jul 2010

Activity: Lecture / PresentationAcademic

Identifying response styles: A latent-class bilinear multinomial logit model

P. Groenen (Speaker), J. van Rosmalen (Speaker), van Herk, H. (Speaker)
16 Mar 2009

Activity: Lecture / PresentationAcademic


€178,250 grant from NWO, programme ‘Promotiebeurs voor leraren'.

H. van Herk (Recipient), Jesse Weltevreden (Recipient) & Tibert Verhagen (Recipient), 2017

Prize: Prize / AwardAcademic

BHP Billiton Visiting Professor Scheme Grant of AUD 5,295

H. van Herk (Recipient), 2017

Prize: Prize / AwardAcademic

consumption behavior

Selected Press / Media

Kleur op de cover: we moeten zorgen dat het verkoopt

H. van Herk


1 media contribution

Press/Media: Expert Comment