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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 - present
  • MOA | Amsterdam | Board member | 2013-11-01 - present

Ancillary activities are updated daily

Fingerprint Dive into the research topics where Hester van Herk is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

Values Social Sciences
Marketing Medicine & Life Sciences
cultural studies Social Sciences
rating scale Social Sciences
Nonprofit Organizations Medicine & Life Sciences
Charities Medicine & Life Sciences
scaling Social Sciences
cultural analysis Social Sciences

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

Research Output 2000 2019

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

Choosing your charity: The importance of value congruence in two-stage donation choices

van Dijk, M., Van Herk, H. & Prins, R., 1 Dec 2019, In : Journal of Business Research. 105, p. 283-292 10 p.

Research output: Contribution to JournalArticleAcademicpeer-review

Nonprofit Organizations

Domestic Market Power in the International Airline Industry

de Jong, G., Behrens, C. L., van Herk, H. & Verhoef, E., 2019, In : Transportation Science. 53, 3, p. 796-810 14 p.

Research output: Contribution to JournalArticleAcademicpeer-review

Open Access
domestic market
market power

Activities 2002 2019

University of Western Australia

Hester van Herk (Visiting researcher)
15 Oct 201915 Dec 2019

Activity: Visiting an external institutionVisiting an external academic institution

Frontiers in Psychology (Journal)

Hester van Herk (Associate editor)
1 Jul 2018 → …

Activity: Peer review and Editorial workPeer reviewAcademic

University of Western Australia

Hester van Herk (Visiting researcher)
31 Oct 201825 Nov 2018

Activity: Visiting an external institutionVisiting an external academic institution

NWO (External organisation)

H. van Herk (Member)

Activity: MembershipAcademic

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

H. van Herk (Speaker)
7 Jul 2010

Activity: Lecture / PresentationAcademic


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

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


consumption behavior

Press / Media

Kleur op de cover: we moeten zorgen dat het verkoopt

Hester van Herk


1 media contribution

Press/Media: Expert Comment

Wat betekent Brexit voor marketing?

Hester van Herk


1 media contribution

Press/Media: Expert Comment

Kleur op de cover: 'We moeten ervoor zorgen dat zwart verkoopt'

Hester van Herk


1 media contribution

Press/Media: Expert Comment