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Personal information

Ivar Vermeulen is an associate professor in Communication Science, specializing in persuasion research. He obtained his PhD in 2003 at the Institute for Logic, Language, and Information (University of Amsterdam). Most of his current research is experimental in nature and focuses on the role of trust, biases, and affective cues (such as music) in persuasion processes. Other projects involve applications of computer-assisted research methods such as automated content analysis, network analysis of Web data, and formal modelling.


  • Persuasion: Everything to do with changing people’s attitudes, beliefs, and behavior. Studies in advertising, priming, branding, biases, etc.
  • Online reviews: What makes one online review more influential than another? Factors such as reviewer expertise or similarity, valence, heterogeneity, language use, subject matter, and receiver biases are considered.
  • Music and persuasion: Music affects (consumer) behavior in many different ways, through, e.g., conditioning, priming, synchronization, and affect induction. The aim of this project is to further sophisticate the use of music in a persuasive context.
  • Social science research methods: Working on several projects aiming to make quantitative social science research more rigorous and sound.
  • Experiences in Interactive Storytelling environments: Interactive Storytelling (IS) is a new type of computer-based entertainment, enabling users to influence the course of an unfolding dramatic storyline. The aim of this project is to capture meaningful IS user experiences.
  • Online trust: As Web2.0 increasingly facilitates transactions, collaborations, and information exchange between individual (as opposed to institutionalized) agents, peer-to-peer trust becomes pivotal. Projects study trust cues, the relationship between disclosure and trust, transitivity of trust, and propagation of trust through networks.
  • Neuropsychological testing online: The aim of these projects is to develop a time and cost efficient method to validly assess cognitive functioning in cognitive risk groups in a cancer context (and possibly beyond).

Ancillary activities

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Ancillary activities are updated daily


  • Marketing- en Persuasieve Communicatie (BA)
  • Marketingcommunicatie 2.0 (BA)
  • Current Issues in Communication Science (MA)
  • Supervision BA theses
  • Supervision MA theses

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

  • 4 Similar Profiles
Cognition Medicine & Life Sciences
Drama Medicine & Life Sciences
entertainment Social Sciences
Experiments Engineering & Materials Science
Neuropsychological Tests Medicine & Life Sciences
experience Social Sciences
Choice Behavior Medicine & Life Sciences
music Social Sciences

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

Research Output 2006 2020

My home on the platform: Exploring the physical privacy concerns of home-sharing providers

Ranzini, G., Etter, M. & Vermeulen, I., 30 Dec 2019, In : International Journal of Hospitality Management. 86, p. 1-9 9 p., 102433.

Research output: Contribution to JournalArticleAcademicpeer-review

Privacy concerns

Overlay ads in humorous online videos: it’s a matter of timing

Vermeulen, I., Droog, E. & Burgers, C., 3 Oct 2019, In : International Journal of Advertising. 38, 7, p. 1046-1066 21 p.

Research output: Contribution to JournalArticleAcademicpeer-review

Open Access
information processing

Assessment of an optimistic bias in social media messages

Bašić, S., Spijkers, B. S., Ouwerkerk, J. W., Vermeulen, I. E., van Koningsbruggen, G. M. & Fokkens, A. S., 2018, Proceedings of the 10th ACM Conference on Web science: Main Conference Poster Session. Vermeulen, I. (ed.). p. 33-34 2 p.

Research output: Chapter in Book / Report / Conference proceedingConference contributionAcademicpeer-review

Open Access
human behavior
social media

Frontmatter [for the] Proceedings of the Netwerk Institute Academy Assistants programme 2017-2018

de Boer, V., Fokkens, A. S., Moser, C. & Vermeulen, I. E., 2018, Proceedings of the Network Institute Academy Assistants Program 2017/2018. Vrije Universiteit, 3 p. (Proceedings of the Network Institute Academy Assistants Program).

Research output: Chapter in Book / Report / Conference proceedingForeword/postscriptProfessional

Open Access
academic career

Online self-administered cognitive testing using the Amsterdam Cognition Scan: establishing psychometric properties and normative data

Feenstra, H. E. M., Vermeulen, I. E., Murre, J. M. J. & Schagen, S. B., 30 May 2018, In : Journal of Medical Internet Research. 20, 5, p. 1-16 16 p.

Research output: Contribution to JournalArticleAcademicpeer-review

Open Access
Neuropsychological Tests
Regression Analysis

Activities 2009 2020

  • 6 Lecture / Presentation

In the heat of the night: Time of day and temperature predict aggression on Dutch Twitter

Jaap W. Ouwerkerk (Speaker), Ivar Vermeulen (Speaker), Antske Fokkens (Speaker), Peter Kerkhof (Speaker), Lisa Markslag (Speaker), Aryan N Yazdani (Speaker)
6 Feb 2020

Activity: Lecture / PresentationAcademic

Assessment of an optimistic bias in social media messages

I.E. Vermeulen (Speaker), Benthe S. Spijkers (Speaker), Suzana Bašić (Speaker), A.S. Fokkens (Speaker), Jaap W. Ouwerkerk (Speaker), G.M. van Koningsbruggen (Speaker)
8 Feb 2019

Activity: Lecture / PresentationAcademic

Phantom phone signals among millennials: Signs of the times?

Jaap W. Ouwerkerk (Speaker), Martin Tanis (Speaker), C.J. Beukeboom (Speaker), T. Hartmann (Speaker), I.E. Vermeulen (Speaker)
5 Feb 2016

Activity: Lecture / PresentationAcademic

Een goed verhaal of een slecht bericht? Invloed van genre en frame op eigen effectiviteit

P. J. van Soest (Speaker), L. Lagerwerf (Speaker), I.E. Vermeulen (Speaker)
25 Jan 2011

Activity: Lecture / PresentationAcademic

Processing humor in TV commercials: Differential response latencies between humor types

K. Buffing (Speaker), L. Lagerwerf (Speaker), I.E. Vermeulen (Speaker)
23 Jun 2010

Activity: Lecture / PresentationAcademic