Fotograaf: Bram Belloni

mw. dr. M. (Marjolein) Moorman


  • Faculteit der Maatschappij- en Gedragswetenschappen
    Programmagroep: Political Communication & Journalism
  • Bezoekadres
    REC BC
    Nieuwe Achtergracht 166  Amsterdam
    Kamernummer: C8.00
  • Postadres:
    Postbus  15791
    1001 NG  Amsterdam
  • M.Moorman@uva.nl
    T: 0205252344

Dr. Marjolein Moorman is universitair hoofddocent Politieke Communicatie bij de afdeling communicatiewetenschap. Haar onderzoek richt zich op politieke reclame en merken, mediastrategie en context effecten, consumenten- en kiezerspsychologie en meetmethoden voor reclame-effectiviteit.

Sinds maart 2010 is zij naast haar deeltijdsaanstelling op de UvA, tevens gemeenteraadslid voor de PvdA in Amsterdam. In 2012 werd zij fractievoorzitter. In de raad voert zij met name het woord over onderwijs en wonen.

Zij heeft verschillende internationale peer-reviewed journal artikelen en boek(hoofdstukk)en geschreven (zie publicatielijst). Zij spreekt regelmatig op congressen, is lid van de  editiorial board van the International Journal of Advertising, and reviewer van the Journal of Advertising, the Journal of Advertising Research, Applied Cognitive Psychology, the American Journal of Media Psychology en Tijdschrift voor Communicatiewetenschap.

In 2003  behaalde ze haar Ph.D. op de Universiteit van Amsterdam voor een proefschrift over de relatie tussen mediacontext en reclame-effecten. Dit proefschrift werd beloond met de  Hans du Chatinier AMMA award (professionals) voor het beste onderzoek op het gebied van marketing communicatie. Van 2004 tot 2006 werkte Marjolein in de media en reclamepraktijk (Kobalt) als research manager en consultant. Van 2006 tot 2010 combineerde ze het directeurschap van SWOCC (Stichting Wetenschappelijk Onderzoek Commerciele Communicatie) met een aanstelling als universitair hoofddocent persuasieve communicatie aan de UvA.

2015

2014

2012

2011

2010

  • M. Moorman, P.C. Neijens & E.G. Smit (2010). Advertising media selection and planning. In M.A. Belch & G.E. Belch (Eds.), Wiley international encyclopedia of marketing - Vol. 4: Advertising and integrated communication (pp. 22-29). Chichester: John Wiley & Sons.

2009

  • P. Neijens, E. Smit & M. Moorman (2009). Taking up an event: Brand image transfer during the FIFA World Cup. International Journal of Market Research, 51 (5), 579-591. doi: 10.2501/S1470785309200839
  • D.G. Muntinga, M. Moorman & E.G. Smit (2009). Introducing COBRAs: a holistic exploration of motivations for brand-related social media use. (extern rapport, SWOCC working paper series, no 1). Amsterdam: SWOCC.

2008

2011

  • M. Moorman (2011). Unconscious advertising effects. In M.A. Belch & G.E. Belch (Eds.), Wiley international encyclopedia of marketing - Vol. 4: Advertising and integrated communication (pp. 211-213). Chichester: Wiley.

2010

  • J. Faasse, M. Moorman, P. Neijens & E. Smit (2010). Kernbegrippen in mediaplanning. In J. Faasse, M. Moorman & P. Neijens (Eds.), Media & reclame (pp. 29-41). Groningen: Noordhoff.
  • M. Moorman (2010). Mediastrategie. In J. Faasse, M. Moorman & P. Neijens (Eds.), Media & reclame (pp. 17-27). Groningen: Noordhoff.
  • J. Faasse, M. Moorman & P. Neijens (2010). Mediaonderzoek. In J. Faasse, M. Moorman & P. Neijens (Eds.), Media & reclame (pp. 43-62). Groningen: Noordhoff.

2009

  • M. Moorman (2009). Over specialisten en generalisten. In M. Hoogerbrugge, M. Moorman, F. van Raaij, E. Smit & R. van der Vorst (Eds.), Liber amicorum voor Giep Franzen (SWOCC publicatie, 50) (pp. 6-8). Amsterdam: Stichting Wetenschappelijk Onderzoek Commerciële Communicatie (SWOCC).

2015

  • M. Boukes, H.G. Boomgaarden, M. Moorman & C.H. de Vreese (2015). It’s Fun! But is it Effective? The appreciation, processing, and persuasiveness of political satire. In Paper presented at Etmaal van de Communicatiewetenschap, Antwerp, Belgium.
  • M. Boukes, H.G. Boomgaarden, M. Moorman & C.H. de Vreese (2015). It’s Fun! But is it Effective? The appreciation, processing, and persuasiveness of political satire. In Paper presented at the annual meeting of the International Communication Association, San Juan, Puerto Rico.
  • M. Moorman & W.B. Kokx (2015). Thinking about political leadership: The role of political leadership in the construction of political brands’ association networks within multiparty electoral systems. In Paper presented at the Political Communication Conference of the European Communication Research and Education Association, Odense, Denmark.

2014

  • M. Boukes, H.G. Boomgaarden, M. Moorman & C.H. de Vreese (2014). Political news with a personal touch: How human interest framing indirectly affects policy attitudes. In Paper presented at the Class of Excellence “Media Effects: Priming and Framing” with International Francqui Professor 2013-2014, Prof. Shanto Iyengar (Stanford University), KU Leuven, Belgium.
  • M. Boukes, H. Boomgaarden, M. Moorman & C.H. de Vreese (2014). Assessing the mechanisms underlying the effects of opinionated news: How opinionated news affects political attitudes. In Paper presented at the Etmaal van de Communicatiewetenschap, Wageningen.
  • M. Boukes, H.G. Boomgaarden & M. Moorman (2014). Opinionated news and how it affects political attitudes. In Paper presented at the annual conference of the International Communication Association (ICA), Seattle, USA.

2013

  • D.G. Muntinga, M. Moorman, P.W.J. Verlegh & E.G. Smit (2013). Who creates user-generated brand-related content, and why? In Paper presented at the Etmaal van de Communicatiewetenschap, Rotterdam, The Netherlands.
  • S. Zebregs, B. van den Putte & M. Moorman (2013). Sponsoring good causes: Does the level of brand/cause fit matter? In Paper presented at the Etmaal van de Communicatiewetenschap, Rotterdam, The Netherlands.
  • D.G. Muntinga, M. Moorman, P.W.J. Verlegh & E.G. Smit (2013). Who creates brand-related content - and why? A social influence and motivation perspective. In Poster presented at the annual meeting of the International Communication Association, London, United Kingdom.
  • M. Boukes, H. Boomgaarden, M. Moorman & C.H. de Vreese (2013). Human interest framed television news and its effect on support for government intervention. In Paper presented at Etmaal van de Communicatiewetenschap, Rotterdam, The Netherlands.

2012

  • D.G. Muntinga, E. Smit & M. Moorman (2012). Social media DNA: how brand characteristics shape COBRAs. In M. Eisend, T. Langner & S. Okazaki (Eds.), Current insights and future trends Vol. 3. Advances in Advertising Research (pp. 121-135). Wiesbaden: Gabler.
  • D.G. Muntinga, M. Moorman & E.G. Smit (2012). How who, why, and which combine to drive what: An opinion leadership perspective on brand-related social media use. In Paper presented at the International Conference on Research in Advertising, Stockholm, Sweden.
  • D.G. Muntinga, M. Moorman & E.G. Smit (2012). Skating on thin ice: How negative sport incidents affect sponsor image. In Paper presented at the meeting of the American Advertising Academy, Myrtle Beach, SC, USA.

2011

  • D.G. Muntinga, E.G. Smit & M. Moorman (2011). The building blocks of social brands: Developing consumer-brand relationships in social media environments. In Paper presented at the Second International Colloquium on Consumer-Brand Relationships, Winter Park, Florida, U.S.A..
  • D.G. Muntinga, E.G. Smit & M. Moorman (2011). Social brand bricks: the brand-side antecedents of brand-related social media use. In Paper presented at the annual convention of the Netherlands School of Communication Research, Enschede, The Netherlands.
  • D.G. Muntinga, E.G. Smit & M. Moorman (2011). The bricks of social brands: brand characteristics eliciting brand-related social media use. In Paper presented at the 7th Thought Leaders International Conference on Brand Management, Lugano, Switzerland.
  • M. Moorman & P.C. Neijens (2011). Determinants of candidates' media strategies during European elections. In Paper presented at the 64th WAPOR conference, Amsterdam, The Netherlands.

2010

  • D.G. Muntinga, M. Moorman & E.G. Smit (2010). Developing a classification of motivations for consumers’ online brand-related activities. In R. Terlutter, S. Diehl & S. Okazaki (Eds.), Cutting edge international research Vol. 1. Advances in Advertising Research (pp. 235-247). Wiesbaden: Gabler.
  • D.G. Muntinga, M. Moorman & E. Smit (2010). (2010, February). Introducing COBRAs: Exploring motivations for consumers’ online brand-related activities. In Paper presented at the annual convention of the Netherlands School of Communication Research, Gent, Belgium. Gent.
  • D.G. Muntinga, M. Moorman & E. Smit (2010). (2010, February). Introducing COBRAs: Exploring motivations for consumers’ online brand-related activitie. In Paper presented at the doctoral. Gent.
  • D.G. Muntinga, M. Moorman & E. Smit (2010). (2010, June). Brand-related social media use: Validating COBRA motivations. In Paper presented at the International Conference on Research in Advertising, European Advertising Academy. Madrid.

2009

  • M. Moorman, L.M. Willemsen, P.C. Neijens & E.G. Smit (). Causes and effects of program-involvement on commercial recall and in-program brand recall. Cincinnati, March 2009., Annual Conference American Advertising Association.
  • D.G. Muntinga, M. Moorman & E.G. Smit (). Motieven voor Merkgerelateerd Gebruik van Social Media. unknown, Presentation at the Media Utopia meeting of the Platform Media Adviesbureaus (PMA), Amsterdam, 2009.
  • M. Moorman, L.M. Willemsen, P.C. Neijens & E.G. Smit (2009). Causes and Effects of Program-Involvement on Commercial Recall and In-program Brand Recall. In Paper presented at the Annual Conference of the American Advertising Association. Cincinnati, USA..
  • D.G. Muntinga, M. Moorman & E.G. Smit (2009). Introducing COBRAs: A Holistic Exploration of Motivations for Brand-Related Social Media Use. In Paper presented at the Participating in a Mediated World meeting at the Royal Academy of Science (KNAW), Amsterdam..
  • D.G. Muntinga, M. Moorman & E.G. Smit (2009). Developing a Classification of Motivations for Consumer’s Online Brand-Related Activities. In Paper presented at the 8th EAA International Conference on Research in Advertising (ICORIA), Klagenfurt, Austria.
  • D.G. Muntinga & M. Moorman (). Een scheve schaats: Over de keerzijde van sportsponsoring. Rotterdam, presentation at the Marketing Information Event (MIE), 2009.
  • D. Muntinga & M. Moorman (2009). Undesired consequences of sports sponsorships: how negative incidents in sports affect their sponsors' image. In P. De Pelsmacker & N. Dens (Eds.), Advertising research: message, medium and context (pp. 315-323). Antwerpen: Garant.
  • M. Moorman, L.M. Willemsen, P.C. Neijens & E.G. Smit (2009). Antecedents and Consequences of Program-Involvement: A Naturalistic Field Study. In Paper presented at the 59th Annual Conference of the International Communication Association (ICA). Chicago (IL), USA..
  • D.G. Muntinga, M. Moorman & E.G. Smit (). Exploring Motivations for Brand-Related Social Media Use. unknown, Presentation at the University of Amsterdam, Amsterdam, 2009.
  • D.G. Muntinga & M. Moorman (). ‘Wandelende Reclamerampen’: De keerzijde van sportsponsoring. unknown, Presentation at the Panteia Research Meeting, Zoetermeer, 2009.
  • D.G. Muntinga & M. Moorman (). Een scheve schaats: Over de keerzijde van sportsponsoring. Amsterdam, Presentation at the MWG AMMA Winners meeting, 2009.

2008

  • F. Bronner & M. Moorman (2008, October 7). ICORIA: verslag van een conferentie [ICORIA: report of a conference]. Amstelveen, Presented at the MWG-seminar 'Internationale ontwikkelingen op het gebied van media- en reclameonderzoek'.
  • P.C. Neijens, E.G. Smit & M. Moorman (2008). Taking up an event: Branding during the world championship soccer 2006. In K. Podnar & Z. Jancic (Eds.), CMC 2008: 13th International Corporate and Marketing Communications Conference: Proceedings (pp. 301-306). Lubljana: University of Ljubljana, Faculty of Social Sciences.
  • M. Moorman, P.C. Neijens & E.G. Smit (2008). Match-involvement during the 2006 FIFA world cup: its determinants and its effects on advertising processing. In K. Podkar & Z. Jancic (Eds.), CMC 2008: 13th International Corporate and Marketing Communications Conference: Proceedings (pp. 299-300). Lubljana: University of Ljubljana, Faculty of Social Sciences.

Boekredactie

  • J. Faasse, M. Moorman & P. Neijens (Eds.). (2010). Media & reclame. - 5e dr. Groningen: Noordhoff.
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