Ilona de Hooge appointed as Chair of Marketing and Consumer Behaviour (MCB)

Her academic path began at Tilburg University, where she studied Work and Organisational Psychology. From the outset, she was drawn to themes such as leadership and academic research. She went on to earn a PhD in Social Psychology, focusing on the roles of shame and guilt in shaping human behaviour. Her doctoral research led to numerous impactful publications and presentations in the fields of emotion research and decision-making.

After completing her PhD, Ilona joined the Rotterdam School of Management (Erasmus University) as Assistant Professor of Marketing Management. There, her work expanded to include research on the role of emotions in prosocial behaviours, such as gift-giving, charitable donations, and advice-taking, both within organisations and among consumers.

Research on imperfections

In 2017, Ilona joined the MCB group at Wageningen University. She brought her expertise to issues related to food systems, sustainability, and supply chain behaviour. Her research focuses on a challenge that is often overlooked: our discomfort with imperfections. Whether it concerns a misshapen vegetable, a scratched piece of furniture, an item in need of repair, or a product nearing its best-before date, social disapproval of such “imperfect” goods contributes to waste and unsustainable practices across supply chains.

By exploring the emotional drivers of such behaviour, Ilona seeks to answer a central question: Why do consumers and supply chain actors behave unsustainably, and how can we encourage change? Her work often draws on the very emotions behind these behaviours, transforming psychological insights into practical strategies for more sustainable choices.

Working towards positive change

Ilona’s broad expertise in sustainability, consumer behaviour, marketing, decision-making and emotion research, together with her collaborative leadership approach, makes her well positioned to lead the MCB group. Her ambition is not only to contribute to scientific knowledge, but also to foster the well-being of people and systems, enabling constructive change.

“Only when people recognise the true value of something, are they willing to change their behaviour,” Ilona says. “MCB is uniquely positioned to develop and demonstrate the value of sustainable solutions.”

As Chair, Ilona is committed to strengthening the MCB team, highlighting the relevance of its work, and supporting its contribution to the transition towards more sustainable societies, both in Wageningen and beyond.