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Personal profile

Personal information

Jiska Eelen is assistant professor at the Marketing department. Before she started working at the VU University Amsterdam, she was a researcher persuasive communication at the Amsterdam School of Communication Research (University of Amsterdam). Jiska obtained her Ph.D. at the University of Leuven, Belgium (2011) where she specialized in embodied cognition (i.e., the interplay of body and mind in judgment and decision making). Jiska studied psychology (MSc. 2006, University of Leuven) and marketing analysis (MSc. 2007, University of Ghent).

Jiska shares her expertise with marketing and communication practitioners from private and governmental institutions (e.g., Dutch government (PSA), charities, telcom industry) through books, symposia, blogs and consulting.


Jiska Eelen investigates the influence of sensory marketing, emotions, and innovation and change on consumers. She has a particular interest in the psychological mechanisms that underlie consumer behavior, and how those mechanisms determine the effectiveness of advertising and marketing communication. Her research has been published in international journals, such as the International Journal of Research in Marketing and the Journal of Consumer Psychology, and in several handbooks.

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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.

Cues Medicine & Life Sciences
cognition Social Sciences
Decision Making Medicine & Life Sciences
emotion Social Sciences
Hand Medicine & Life Sciences
social judgement Social Sciences
interpersonal relation Social Sciences
social psychology Social Sciences

Research Output 2011 2017

  • 4 Chapter
  • 3 Article
  • 3 Online publication or Website
  • 2 Book
Brand loyalty
Electronic word-of-mouth

Consumer Responses to Creative Media Advertising: A Literature Review

Eelen, J., Rauwers, R., Wottrich, V. M., Voorveld, H. A. M. & van Noort, G. 2016 Advertising in new formats and media: Current research and implications for marketers. de Pelsmacker, P. (ed.). Bingley, UK: Emerald Group Publishing

Research output: Chapter in Book/Report/Conference proceedingChapter

Consumer response
Literature review
Advertising media
Empirical research

Creative Media Advertising

Meijers, M., Eelen, J. & Voorveld, H. A. M. 2016 Amsterdam, Netherlands: Stichting Wetenschappelijk Onderzoek Commerciële Communicatie. (SWOCC; no. 72)

Research output: Book/ReportBook

Vergroot WOM over je merk met Creative Media Advertising [blog]

Eelen, J. 2016

Research output: Non-textual formOnline publication or Website