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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Research Output 2011 2017

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

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: ScientificChapter

Creative Media Advertising

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

Research output: ScientificBook

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

Eelen, J. 2016

Research output: PopularOnline publication or Website