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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).