Hans Hoeken

Prof. Dr. Hans Hoeken is a full professor of Communication and Information Studies at Utrecht University's Department of Languages, Literature and Communication. He specializes in persuasion mechanisms, narrative impact, and rhetorical communication. His research focuses on how communication influences beliefs, attitudes, and behaviors through argumentation, storytelling, and visual rhetoric.

Hoeken holds a PhD from Radboud University (1995) and previously taught at Tilburg University and Radboud University. His work spans health communication, pension decision support, and AI-driven customer service. Notable contributions include studies on narrative persuasion, argument quality evaluation, and the role of emotions in communication.

Recent research emphasizes pension communication design and the application of narrative techniques in public health interventions. He has published extensively in journals like Journal of Communication and Human Communication Research, co-authored Overtuigende Teksten, and delivered an inaugural lecture on communication's societal role in 2005.