dr. IE (Ilona) de Hooge

dr. IE (Ilona) de Hooge

Associate Professor Marketing and Consumer Behaviour

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 the top journals in marketing, social psychology, sustainability, and food journals.

Other activities: I am Associate Editor at Frontiers in Psychology, part of the Education Board of WUR, NWO and WUR selection committee member, and organizer of the MCB Inspiration series and annual PhD day. I teach courses in CB, marketing, sustainability, and food at the bsc, msc and phd level and am nominated multiple times for the Best Teacher of the Year Award.

Research projects: I have been awarded the NWO Aspasia grant for research on emotion dynamics, the KIDV/TIFN research grant for emotions in e-commerce, the EU SUSFOOD grant for research on imperfect foods (Welcome to COSUS - an ERA-Net SUSFOOD project | NMBU), the ERIM and WUR Excellence in Research Grant, and the WUR Science Shop Grant for research on emotional sustainability (Design for Emotional Sustainability: creating long-lasting consumer-product relationships - WUR).