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 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 consumer and marketing decision making (e.g., gift giving, advice taking, online retailing, food waste). 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).

COSUS (A European Funded SUSFOOD project):

http://cosus.nmbu.no/

Creating a positive and sustainable gift experience in online retailing (E-commerce)

(A KIDV/TIFN funded project)

REFRESH food waste (a European Horizon 2020 Funded project):

http://eu-refresh.org/

Aspasia Grant (Received from NWO in 2018 based on NWO-VIDI performance)

MCB-32306 Applied Consumer Studies (Lecturer)

MST-24806  Supply Chain Management (Lecturer)

MCB-20806 Principles of Consumer Studies (Coordinator & Lecturer)

Bachelor Thesis (Supervisor and co-reader)

Master Thesis (Supervisor and co-reader)