About
16
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Introduction
Jiska Eelen works as an associate professor at the Department of Marketing, Vrije Universiteit Amsterdam. Jiska investigates the influence of sensory marketing, emotions, and innovation and change on consumers. She has a particular interest in the psychological mechanisms that underlie consumer behavior, and how those mechanisms determine the effectiveness of advertising and marketing communication. Her work has been published in international top-tier marketing journals.
Current institution
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September 2011 - December 2014
Publications
Publications (16)
Marketers increasingly seek to build brand advocacy not only via traditional word of mouth (in-person WOM) but also by engaging their (loyal) customers via online media (eWOM). In a survey and three follow-up experiments, however, we show that brand loyalty is less positively related to spreading eWOM than in-person WOM (Studies 1-3). We find that...
Consumers generally prefer products that are easy to interact with. In three studies, we show that this preference arises from the fit between product orientation and monitored situational constraints. Flexible right-handers, who monitor situational constraints, recall product orientations better and prefer products for which the handle is oriented...
The present research investigates how viewers' liking of an advertiser-funded television program (AFP) influences viewers' attitude toward the brand that sponsors the program and its main competitor through a field study at two points in time (Nwave1 = 529 and Nwave2 = 256). An AFP is a television program which is fully sponsored by and built aroun...
• The structure of the chapter is roughly as follows. We begin by contrasting embodiment theories with their main competitors—theories that emphasize the amodal, propositional nature of mental representations. We then review some evidence for embodied processing in more cognitive domains. We then move on to a detailed description of research on emb...
Despite retailers’ interest in moving away from thin-model photography to embrace body-size diversity, online fashion shopping predominantly features thin models. While concerns about negative consequences for sales impede industry-wide changes, we demonstrate that consumers and retailers benefit from optimally portraying diverse bodies. Three stud...
Creative media advertising is a specific type of unconventional advertising in which a regular physical object serves as a medium to carry an advertising message. To better understand the workings of this type of advertising, we conducted a meta-analysis. In this study, we explore the direct effects of creative media advertising, several moderators...
Should all brands initiate online customer engagement activities to entertain consumers beyond informing them? This work presents the idea that (in)consistency between the nature of an engagement initiative (i.e., entertaining or informative) and the perception of the brand (i.e., warm versus competent) influences the extent to which consumers perc...
Open access article. Download here: https://www.sciencedirect.com/science/article/pii/S1094996818300495
*** Consumers can engage with brands online in a variety of ways, ranging from playing a branded game to writing a review or viewing branded
content. This work presents a consumer-based taxonomy of these digital engagement practices. By means of...
When you order a drink at your local juice bar, you notice that the flexing part of the straw has a picture of a woman who is holding her hands up. As you flex the straw, the woman bends backwards. This is a clever ad for a yoga center that also presents the link to its website. To what extent do consumers talk about such creative advertising? And...
Consumers generally prefer products that are easy to interact with. In three studies, we show that this preference arises from the fit between product orientation and monitored situational constraints. Flexible right-handers, who monitor situational constraints, recall product orientations better and prefer products for which the handle is oriented...
When you find yourself in a novel situation, would you engage in novel consumption experiences, or would you prefer stable ground and stick to what you know? Empirical research has proved both ways for consumers who experienced large changes in life. Severe changes in people's environment seem to enhance preference for familiarity. Oishi and collea...
This chapter briefly reviews models of the conceptual system on which most research in social cognition research was based until very recently. It then outlines the principles of another account, which is the theory of embodied or grounded cognition. Relevant research findings are presented to demonstrate how several dimensions of experience, such...
Ample scientific evidence points to the fact that people are influenced by contextual factors when making decisions. In the studies presented in this dissertation, I demonstrate how body feedback affects product evaluations and choices, and feelings of power. The underlying assumption is that the environment and bodily states are incorporated in co...
