Personal profile

Personal information

Hester van Herk is an interdisciplinary researcher and full 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 Personality, Journal of Common Market Studies, and Multivariate Behavioral Research. 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
  • Culture and value change 
  • Response styles
  • International segmentation
  • Human values
  • Pro-social behavior


  • Kwantitatieve Onderzoeksmethoden (BSc Bedrijfskunde)
  • Multivariate Data Analysis (PhD)
  • Master thesis supervision


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
  • European Social Survey | Londen | Adviseur | 2023-11-27 - present

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 5 - Gender Equality
  • SDG 10 - Reduced Inequalities
  • SDG 16 - Peace, Justice and Strong Institutions
  • SDG 17 - Partnerships for the Goals


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.
  • 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