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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.

Ancillary activities

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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 2018

  • 4 Chapter
  • 4 Article
  • 3 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
Literature review
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

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 / ReportBookAcademic

The Short and Long Term Impact of Brand Placement in an Advertiser Funded TV Program on Viewers’ Attitudes towards the Sponsor Brand and Its Main Competitor

Verhellen, Y., Eelen, J., Dens, N. & De Pelsmacker, P., 2016, In : International Journal of Advertising. 35, 6, p. 932-948

Research output: Contribution to JournalArticleAcademicpeer-review

Activities 2014 2016

  • 4 Lecture / Presentation

Impliciete meetmethoden voor campagnes gericht op gedragsverandering

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

Activity: Lecture / PresentationAcademic

Exploring the effectiveness of the label “NEW” in product packaging and advertising

Eelen, J. (Speaker), Verlegh, P. W. J. (Speaker), B. Van den Bergh (Speaker)
26 Feb 2015

Activity: Lecture / PresentationAcademic

Exploring the effectiveness of the label “NEW” in product packaging and advertising

Eelen, J. (Speaker), B. Van den Bergh (Speaker), Verlegh, P. W. J. (Speaker)
2 Oct 2015

Activity: Lecture / PresentationAcademic


Best conference paper; ICORIA conference

J. Eelen (Recipient), P. Ozturan (Recipient) & P.W.J. Verlegh (Recipient), 29 Jun 2017

Prize: Prize / AwardAcademic

Best paper award

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

Prize: Prize / AwardAcademic

European Marketing Academy (EMAC) Doctoral Colloquium Fellow

J. Eelen (Recipient), 2010

Prize: Prize / AwardAcademic

Grant “Onderzoeksinstrumentarium voor het meten van gedrag”

L. Vandeberg (Recipient), J. Eelen (Recipient) & P.W.J. Verlegh (Recipient), 2015

Prize: Prize / AwardAcademic