Welkom...

dr. I. van Ooijen (Iris)

Universitair docent

Over mij

Ik behaalde in 2016 mijn PhD in (Marketing) Communicatie en heb een achtergrond in de sociale psychologie (BSc, MSc). In mijn dissertatie onderzocht ik hoe consumenten subtiele verpakkingscues, zoals kleur en vorm, gebruiken wanneer zijn inferenties maken over eigenschappen van voeding, zoals de kwaliteits- en gezondheidsaspecten. Momenteel werk ik as Universitair Docent in Digitale Marketing Communicatie bij de vakgroep Communicatiewetenschappen, waar ik onderzoek doe naar (consumenten)gedrag in digitale omgevingen. Daarnaast doceer ik binnen het Bachelor en Master programma.

Expertises

Packaging
Packaging
Cues
Packaging
Ownership
Personal Data
Privacy
Disclosure
Integrity
Advertising Effectiveness
Data Protection
Product Evaluation
Trustworthiness
Integrity
Marketing
Disclosure
Advertising Effectiveness
Hypocrisy
Consumer Involvement
Consumer Behavior
Marketing
Persuasion
Consumption Behavior
Product Evaluation
Congruence
Consumer Behaviour
Marketing
Consumer Behavior
Community Participation
Persuasive Communication
Psychological Ownership
Psychology
Communicator

Onderzoek

In my current research, I focus on (consumer) behavior in digital environments, where I am specifically interested in how individuals manage their online privacy and how they respond to marketing communication techniques that make use of personal data (such as personalized advertising or online behavioral advertising).

An important aspect of my research involves  the use of nudges or heuristic cues thay may subtly influence online behavior, such as choice architecture (opt-in vs. opt-out designs) and the effects of trust cues and data collection notices on data disclosure behaviors and advertising effectiveness.

Relevant keywords:

  • Privacy Concerns
  • Psychological Ownership of personal data
  • Online Behavioral Advertising / Personalization
  • Advertising Effectiveness
  • Nudges
  • Choice architecture and design
  • Individual Control
  • Resistance to Persuasion

Publicaties

Recent
van Ooijen, I. (2018). Opting opt-in or out? Effects of Defaults on Psychological Ownership and Valuation of Personal Data. In Advances in Consumer Research (Vol. 46). (Advances in Consumer Research).
van Ooijen, I. (2018). Opting opt-in or out?. Abstract from Amsterdam Privacy Conference, Amsterdam, Netherlands.
van Ooijen, I., & Kamleitner, B. (2018). May we Collect your Digital Identity? How Framing User Data as part of the Digital Identity affects Perceived Ownership and Data Disclosure Behaviors. Abstract from 13th International IFIP Summer School on Privacy and Identity Management 2018, Vienna, Austria.
Bernritter, S. F., van Ooijen, I., & Mueller, B. C. (2017). Self-persuasion as marketing technique: the role of consumers’ involvement.European journal of marketing, 51(5/6), 1075-1090. DOI: 10.1108/EJM-04-2015-0213
van Ooijen, I. (2016). The power of symbolic packaging cues. In P. Verlegh, H. Voorveld, & M. Eisend (Eds.), Advances in Advertising Research: The digital, the classic, the subtle, and the alternative (Vol. VI, pp. 365-378). (European Advertising Academy). Wiesbaden: Springer, Gabler.
van Ooijen, I., Fransen, M. L., Verlegh, P. W. J., & Smit, E. G. (2016). Atypical Product Packaging Affects Product Evaluation Through Increased Processing.Food quality and preference, 48, 33-40. DOI: 10.1016/j.foodqual.2015.08.002
van Ooijen, I. (2014). Consumentisme: Een goede copingstrategie in tijden van acceleratie? In In de versnelling: Achttien jonge wetenschappers over tijd. (pp. 96-98). Amsterdam: Uitgeverij Boom.

Pure Link

Google Scholar Link

Onderwijs

Ik doceer momenteel in de volgende vakken:

  • Going Viral (MOD01) 201800094
  • Essentials in Communication Sciences 201800090
  • Societal Challenges 201800092
  • Research Topics 201800091
  • The Privacy Paradox (MOD06) 201800002

Verbonden aan Opleidingen

Bachelor

Master

Vakken

Contactgegevens

Bezoekadres

Universiteit Twente
Faculteit Behavioural, Management and Social Sciences
Cubicus (gebouwnr. 41)
De Zul 10
7522NJ  Enschede

Navigeer naar locatie

Postadres

Universiteit Twente
Faculteit Behavioural, Management and Social Sciences
Cubicus
Postbus 217
7500 AE Enschede

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