Sonja Wendel

Sonja Wendel is an Assistant Professor in the Department of Marketing at the Erasmus School of Economics, Erasmus University Rotterdam. Her research bridges behavioral economics, consumer decision-making, and healthcare, with a focus on life cycle planning, personal responsibility, and narrative-based learning in medical contexts.

Research Interests: Dr. Wendel's work centers on understanding how individuals make long-term decisions, particularly in retirement and healthcare. She explores the psychological and social factors influencing consumer behavior, including trust in health insurers, motives for continued labor in later life, and the educational potential of narrative frameworks in person-centred care. Her interdisciplinary approach integrates insights from economics, psychology, and medical humanities.

Publication Trends: Her recent publications (2013–2023) reveal a consistent focus on life cycle decision-making, with increasing emphasis on healthcare applications. She frequently collaborates with researchers from Netspar and contributes to both academic journals and policy-oriented reports, demonstrating a balance between theoretical and applied research.

• Scientific Awards: No specific awards mentioned in the provided text.

Advising and Grants: While no students or grants are explicitly listed, her active publication record and collaboration with research networks like Netspar suggest involvement in funded projects and likely mentorship of junior researchers. She contributes to influential policy discussions on aging, retirement, and healthcare reform.

Labs and Teams: Dr. Wendel is associated with Netspar (Network for Studies on Pensions, Aging and Retirement), a prominent research network in the Netherlands focused on aging and retirement. She collaborates across disciplines, particularly in projects linking economic behavior with healthcare outcomes.