Ilona E. de Hooge is Associate Professor in Marketing and Consumer Behavior.
General Research Topic: Emotions (e.g. shame, guilt), creating positive experiences, and authenticity in (sustainble) marketing and consumer decision making and behavior.
Research: Originally, I studied the influences of shame and guilt on consumer behavior. Currently, I have extended my research to the influences of all types of emotions (both positive and negative) on (sustainable) consumer and marketing decision making (e.g.,sustainable behavior, food waste, imperfect products, product repair, online retailing, and gift giving). Moreover, I study how concepts such as authenticity and positive experiences can be used in marketing and CB (e.g. to promote sustainable choices or suboptimal foods). My research has been published in marketing, social psychology, and food journals. I am Associate Editor at Frontiers in Psychology, part of the Education Board of WUR, and organizer of the MCB Inspiration series.