Femke van Horen

Femke van Horen is a Full Professor of Consumer Behavior at the Marketing Department of the School of Business and Economics, Vrije Universiteit Amsterdam. She serves as Scientific Director of the VU Behavioural Lab and Associate Editor for the International Journal of Research in Marketing. Her research focuses on product imitation strategies, environmental uncertainty's impact on consumer decisions, and nudging for sustainability. She co-chaired the 2023 EACR Conference and was a visiting scholar at Stanford University.

Education: PhD from Tilburg University (2013), followed by postdoctoral research at the University of Cologne's Social Cognition Lab. Joined VU Amsterdam in 2013.

Research Interests:

• Product Imitation: Effectiveness of copycat strategies and brand evaluation dynamics.
• Environmental Uncertainty: Consumer decision-making during crises or elections.
• Sustainability Nudging: Behavioral methods to promote eco-friendly actions.

Awards & Grants:

• AMA Research in Practice Award 2019 (for Out-of-Category Brand Imitation).
• IJRM Outstanding Reviewer Award 2023.
• Grants from ACR/Sheth Foundation, University of Cologne, and others.

Advising: Co-supervises two PhD students on sustainability and product imitation, and a postdoc on plant-based meat adoption.

Labs & Teams: Leads the VU Behavioural Lab, focusing on interdisciplinary consumer research.