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

cognition Social Sciences
Decision Making Medicine & Life Sciences
emotion Social Sciences
Psychology Medicine & Life Sciences
social judgement Social Sciences
interpersonal relation Social Sciences
social psychology Social Sciences
information processing Social Sciences

Research Output 2011 2018

  • 4 Chapter
  • 4 Article
  • 4 Online publication or Website
  • 2 Book

A Consumer-based Taxonomy of Digital Customer Engagement Practices

Eigenraam, A. W., Eelen, J., van Lin, A. & Verlegh, P. W. J., 14 Sep 2018, In : Journal of Interactive Marketing. 44, November, p. 102-121 20 p.

Research output: Contribution to JournalArticleAcademicpeer-review

Open Access
Customer engagement

Hoe zet je loyale klanten aan tot online Word of Mouth? [blog]

Eelen, J., 2017

Research output: Online publication or Non-textual formOnline publication or WebsitePopular

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 proceedingChapterAcademic

Advertising media
Consumer response
Literature review

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 / ReportBookAcademic

Activities 2016 2016

  • 1 Lecture / Presentation

Impliciete meetmethoden voor campagnes gericht op gedragsverandering

L. van de Berg (Speaker), J. Eelen (Speaker), P.W.J. Verlegh (Speaker)
7 Apr 2016

Activity: Lecture / PresentationAcademic


Best conference paper; ICORIA conference

Jiska Eelen (Recipient), P. Ozturan (Recipient) & Peeter Verlegh (Recipient), 29 Jun 2017


Best paper award

Jiska Eelen (Recipient) & R.V.J. Seiler (Recipient), 2014


Grant “Onderzoeksinstrumentarium voor het meten van gedrag”

L. Vandeberg (Recipient), Jiska Eelen (Recipient) & Peeter Verlegh (Recipient), 2015