dr. I. van Ooijen (Iris)

Universitair docent

Over mij

I am interested in human behavior in (digital) environments, and examine how the design of digital environments affects the perceptions and behaviors of its users. I am particularly interested in factors that influence perceptions of online trust, perceived intrusiveness of technologies, privacy concerns and compliance with requests. An important aspect of my research involves the use of nudges or heuristic cues that may subtly influence online behavior, such as choice architecture (e.g., opt-in vs. opt-out designs) and trust cues.

In 2016, I obtained by PhD-degree on effects of design cues (e.g., shape and color) on consumer perceptions of product and brand characteristics.

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


Personal Data
Product Evaluation
Consumer Involvement
Consumer Behavior
Consumption Behavior
Product Evaluation
Consumer Behaviour
Consumer Behavior
Persuasive Communication
Psychological Ownership
Data Protection


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


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




In de Pers

Radio Interview

BNR Nieuwsradio. (15 November, 2016) Wetenschap Vandaag: Een vet product in een slanke verpakking. https://www.bnr.nl/radio/wetenschap-vandaag/10314037/een-vet-product-in-een-slanke-verpakking


Van Ooijen, Iris (12 April 2018). Aanraking leidt tot kopen. En online dan? Retrieved from: https://www.marketingfacts.nl/berichten/aanraking-leidt-tot-verkoop-online-dan?utm_source=twitter.com&utm_medium=tweet

The Washington Post (January 4, 2017) The simple mistake people make when they try to eat healthy (mention of my research, including a link to my publication). https://www.washingtonpost.com/news/wonk/wp/2017/01/04/the-simple-mistake-people-make-when-they-try-to-eat-healthy/?utm_term=.00f12e9b85f7

Adformatie (17 November 2016). Verpakkingsdesign: krachtig communicatie-instrument. Online version: https://www.adformatie.nl/gedragsverandering/verpakkingsdesign-krachtig-communicatie-instrument

Van Ooijen, Iris (November 2016). Design van verpakkingen heeft communicatieve waarde op zich. Marketing Tribune, 22, p 64. Online version: https://www.marketingtribune.nl/design/nieuws/2017/01/verpakkingsdesign-heeft-communicatieve-waarde-op-zich/index.xml

Van Ooijen, Iris (Oktober 2015). De verleiding van verpakkingen. Clou, 74, p 32. Online version: https://www.digitalanalyticscongres.nl/index.php?option=com_k2&view=item&id=2225:de-verleiding-van-verpakking&Itemid=644&acm=_194

Van Ooijen, Iris (15 January, 2015). Placebo effecten in marketing [blog]. Retrieved from http://www.marketingfacts.nl/berichten/placebo-effecten-in-marketing?sqr=placebo%20e&

Van Ooijen, Iris (July 2014). Sterke claim + opvallende verpakking = succes! Clou, 68, p 32. Pdf:https://moa04.artoo.nl/clou-moaweb-images/images/bestanden/pdf/Clou_magazine/Clou68.pdf 




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

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


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