dr. J (Jaap) Sok

Jaap Sok began his career as a PhD candidate and lecturer, specializing in applying social-psychological theories, particularly the theory of planned behaviour (TPB), and economic theories to dairy farmers’ voluntary vaccination decisions.

His current research and education are on farmers' decision-making processes and adoption behaviours. Over the years, he has expanded his research to incorporate behavioural economics and social psychology, analyzing various aspects of farm management. His work focuses on understanding how interventions and incentives at both the farm and broader system levels align with key behavioural factors.