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.

Research

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

Teaching

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

Grants

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

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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: Scientific - peer-reviewArticle

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: Scientific - peer-reviewArticle