Kim Willems

Kim Willems is a researcher affiliated with the Business Studies in Media, Innovation and Technology department at Vrije Universiteit Brussel (VUB). Her work spans interdisciplinary research in retail, consumer behavior, and digital technologies, with a focus on augmented reality, implicit measures, and service innovation.

• Research Themes: Retail psychology, sensory marketing, digital consumer environments, sustainability transitions, and social media analysis.
• Key Collaborations: Involved in projects like Brubotics (human-centered robotics) and SHALGO (algorithmic systems).
• Awards: Recipient of multiple best paper awards (2010, 2011, 2020) and highly commended research recognitions (2016).
• Publications: Active in journals like Electronic Markets and Journal of Services Marketing, with a focus on decision-making, mental imagery, and service research methodologies.

Her work bridges technology and consumer psychology, emphasizing innovative applications in retail and sustainable transitions.