mw. dr. H.A.M. (Hilde) Voorveld


  • Faculteit der Maatschappij- en Gedragswetenschappen
    Programmagroep: Persuasive Communication
  • Nieuwe Achtergracht  166
    1018 WV  Amsterdam
  • H.A.M.Voorveld@uva.nl
    T:  0205256175

Hilde Voorveld

I am Hilde Voorveld, an Assistant Professor in the Amsterdam School of Communications Research (ASCoR). 

On this website you can find information on my past and current research and my teaching. Please feel free to contact me for further information

Research as Assistant Professor

I am currently working on three lines of research, which all have in common that they focus on combining multiple media (in campaigns, in the  purchase process and simultanously by consumers).

In the first line I continue my work on cross-media effects.  My work on cross-media effects was extended in 2013. We focused on studying synergy effects with new types of measures (implicit measures), for new combinations of media (SNS and TV), and by focusing on a new underlying mechanism (fit).

In the second line, I investigate consumers' cross-media usage in the purchase process, partly funded by a grant from the American Marketing Science Institute.: First, a new tool was developed to measure consumers’ multimedia behavior in the purchase process. This tool can be used to give insight in the importance of various media in different stages of the purchase process. Second, we gave insight into how online and offline buyers differ in their media and channel use.

In the third line, I  investigate media multitasking behavior and the influence of media multitasking on persuasion. Media multitasking can have a profound impact on media processing and effects but we have little knowledge on when people are likely to engage in media multitasking and consequently when these effects are likely to occur. My research focused on investigating these factors. First, we examined how three important situational factors—television genres, dayparts, and social viewing—influence the amount of media multitasking. Second, we provided insight into the prevalence and predictors of different forms of media multitasking across different countries. Third, results of a diary study (N=3,048) among 13- to 65-year olds reject the popular notion that media multitasking is particularly prevalent among young people. Finally, we started to investigate how media multitasking influences advertising effects. The results suggest that media multitasking is not always detrimental for advertising effectiveness and can actually enhance persuasiveness if both media messages are thematically similar.

 

More information about my publications can be found in my CV. Please feel free to contact me for further information about ongoing research.

Dissertation: Websites in Brand Communication: Interactivity and Cross-Media Effects

My Ph.D research was inspired by the changing media landscape since the development of the internet. In my Ph.D project I investigated the integration of the internet and traditional mass media in persuasive communication campaigns using a variety of methods. I experimentally investigated whether the combined effects of exposure to advertisements in several media resulted in more positive consumer responses than using only one medium, so called cross-media effects. I investigated which psychological processes can explain such effects and I studied the role of sequence of media exposure and product involvement. As the main reason to integrate the internet into communication campaigns is to stimulate dialogue between sender and receiver, I studied the interactivity of brand websites using a newly developed coding instrument. I also studied consumers' responses to interactivity using a survey.

I finished my dissertation within three years (four-year project) and the research I conducted during my Ph.D resulted in 10 peer-reviewed publications and two scientific awards. I defended my disseration Cum Laude at June 10, 2010

Below you can find short abstracts of the studies in my dissertation.

Study 1: Literature review

Given the popularity of brand websites, i t is important to know how consumers respond to these websites and which factors influence such responses.To addressthis, in thepastten years an increasing number of academic studies from various fields (e.g., marketing , communication, advertising, and information systems) have shed light on this subject. To make optimal use of the insights of these studies, it is necessary to make an interdisciplinary, state-of-the-art overview of the findings. The aims of this study are (a) to provide an integrated literature review of factors influencing consumers' responses to brand websites, (b) to describe the state of research in the past ten years and, (c) to give an overview of the theories used in brand website studies. Using a vote-counting procedure, we synthesized 736 findings from 50 empirical studies. The article was published in Internet Research and was awarded with an Outstanding Paper Award 

Study 2: Measuring interactivity

Interactivity is often perceived as the defining difference between traditional and new media (Chung and Zhao 2004) and as a key element of successful online marketing (Thorbjornson, et al. 2002). Two constructs are central in the theoretical discussion about interactivity: actual interactivity (i.e. objectively assessed interactivity) and perceivedinteractivity (i.e. subjectively assessed interactivity) (Song and Zinkhan2008; Liu and Shrum 2002). Although there are numerous instruments to measure the perceived interactivity of a website (e.g., Liu 2003; Song and Zinkhan 2008), instruments to map the actual interactivity of a website are scarce. It is the aim of the present study to fill the gap in the literature by developing a new coding instrument to investigate the interactivity of brand websites. To test the applicability of the new coding instrument, a content analysisof the interactivity oftopglobal brand websites is performed. In addition, we tested the applicability of the instrument to different contexts. Therefore, websites from two countries (the United States and the Netherlands ), and several types of products were coded. The article was published in Journal of Advertising Research

Study 3:Perceived interactivity

Many studies suggest that increasing the quantity of interactive features (i.e. actual interactivity) results in stronger interactivity perceptions (Coyle and Thorson 2001; Sicilia, Ruiz and Munuera, 2005). These studies suggest a positive linear relationship between actual and perceived interactivity. However, there is also some evidence that the relationship between interactive functions and perceived interactivity is not straightforward (Liu and Shrum 2002; McMillan 2002; Song and Zinkhan 2008). Thus, it is interesting to learn how interactive functions (i.e. actual interactivity) are related to interactivity perceptions. Strikingly, little research has examined this direct link betweeninteractivity functions and interactivity perceptions (Song and Zinkhan 2008). The aim of this study is to investigate which functions contribute to the perceived interactivity of brand websites. We also test the hypothesis that adding interactive functions to a website does not guarantee a high level of perceived interactivity. In our study, a content analysis of interactive website functions is combined with a survey in which the perceived interactivityof the samewebsites is measured. The paper was published in Journal of Advertising and was nominated (top 5) for the best paper award of the journal.

Study 4: Psychological processes in cross-media campaigns

As websites are often used in combination with traditional media, it is vital to study the effectiveness of campaigns incorporating websites of brands and other media. Generally, among researchers there is some consensus that cross-media campaigns reveal more positive audience reactions than campaigns using only one medium (e.g., Edell & Keller, 1989; Naik & Raman 2003; Dijkstra, Buijtels, & Van Raaij, 2005; Chang & Thorson, 2004). Still unanswered is the question why cross-media campaigns are more effective than single medium campaigns. Therefore, the aim of the study described in chapter 5 is: (a) to investigate which psychological processes are present when people are exposed to cross-media campaigns, and (b) to examine to what extent these processes contribute to campaign results (Voorveld, Neijens, & Smit,in press-b). Three psychological processes are: forward encoding (i.e., the ad in the first medium primes interest in the ad inthe second medium); image transfer (i.e., mentally replaying the ad previously viewed during exposure to the ad in the second medium); and multiple source perception (i.e., believing the brand is good and popular because of the amount of advertising). To identify the role of these processes, 219 participants were exposed to one of four media conditions containing websites and/or TV commercials (two cross-media conditions and two repeated media conditions). The article will was published in Journal of Marketing Communications.

Study 5: Sequence effects and the role of product involvement in cross-media campaigns

T he aim of the study is (1) to investigate consumers' responses to different media sequences, and (2) to give insight into the moderating role of product involvement in the relationship between media sequences and cross-media effects (Voorveld, Neijens, & Smit, 2010c). To do so, we conducted an experiment in which we studied the effects of   combinations of TV commercials and websites (TV commercial-website vs. website-TV commercial). The article was published in Journal of Marketing Communications

CV

A complete overview of my publications can be found in my CV.

Teaching

I am teaching in the Bachelor and Master Communication Science at the University of Amsterdam. I am teaching on topics related to persuasive communication, marketing communication and media strategies. Besides I am supervising internships and Master theses.

2014

2013

2012

2011

2010

2009

2011

2011

  • H.A.M. Voorveld, P.C. Neijens & E.G. Smit (2011). A 360° View of Multimedia Consumer Behavior. (intern rapport, MSI working paper). Amsterdam: MSI.

2013

  • L. Vandeberg, J.M.J. Murre, H.A.M. Voorveld & E.G. Smit (2013). The effects of cross-media advertising on explicit and implicit memory and brand choice. In Paper presented at the ICORIA Conference, Zagreb, Croatia.
  • L. Vandeberg, J.M.J. Murre, H.A.M. Voorveld & E.G. Smit (2013). Explicit and implicit brand memory and evaluation in cross-media advertising. In Paper presented at the bi-annual Winter Conference of the NVP (Nederlandse Vereniging voor Psychonomie), Egmond aan Zee, The Netherlands.
  • W. van de Giessen, E.G. Smit & H.A.M. Voorveld (2013). "Background Noise". A study on the processing of radio advertising while media multitasking. In Paper presented at the Etmaal van de Communicatiewetenschap, Rotterdam, The Netherlands.
  • H.A.M. Voorveld & V. Viswanathan (2013). Observing how people multitask when watching different television genres. In Paper presented at the International Conference on Research in Advertising, Zagreb, Croatia.
  • G. van Noort, E.G. Smit & H.A.M. Voorveld (2013). Disclosing online behavioral advertising: Effects of the cookie-icon. In Paper presented at the Etmaal van de Communicatiewetenschap, Rotterdam, The Netherlands.
  • E.G. Smit, H.A.M. Voorveld & G. van Noort (2013). Online behavioral advertising: How privacy concerned groups cope with online behavioral advertising. In Paper presented at the AAA Global Conference. Honolulu, HI, USA.
  • M.J. van der Goot & H.A.M. Voorveld (2013). Age differences in media multitasking: A diary study. In Paper presented at the meeting of the International Communication Association, London, UK.
  • H.A.M. Voorveld, M.S. Fakkert & E.A. van Reijmersdal (2013). How materialistic women’s copy-cat behavior is influenced by watching fashion TV series. In Paper presented at the International Conference on Research in Advertising, Zagreb, Croatia.
  • E.G. Smit, H.A.M. Voorveld & G. van Noort (2013). Online behavioral advertising: do we know how to cope? In Paper presented at the Etmaal van de Communicatiewetenschap. Rotterdam, the Netherlands.

2012

  • H.A.M. Voorveld (2012, September 13). Media multitasking en de effectiviteit van cross-media campagnes. Amsterdam, Presentation given at the symposium 15 jaar SWOCC.
  • H.A.M. Voorveld, E.G. Smit, P.C. Neijens & A.E. Bronner (2012). Media guiding consumers across different stages of the purchase process (Extended abstract). In M. Morrison (Ed.), The Proceedings of the 2012 Conference of the American Academy of Advertising. (pp. 30-31).
  • H. Voorveld & G. van Noort (2012). Moderating influences on interactivity effects. In M. Eisend, T. Langner & S. Okazaki (Eds.), Current insights and future trends Vol. 3. Advances in Advertising Research (pp. 163-175). Wiesbaden: Gabler.
  • H.A.M. Voorveld & S.M. Valkenburg (2012). The fit factor: The role of fit between ads in understanding cross-media synergy. In Paper presented at the International Conference on Research in Advertising, European Advertising Academy, Stockholm.
  • H.A.M. Voorveld, A.E. Bronner, P.C. Neijens & E.G. Smit (2012). A new instrument to measure crossmedia consumer behavior in the purchase process. In Paper presented at the International Conference on Research in Advertising, Stockholm.
  • G. van Noort, E.G. Smit & H.A.M. Voorveld (2012). Effects of disclosing online behavioral advertising. In Paper presented at the International Conference on Research in Advertising, European Advertising Academy, Stockholm.
  • H.A.M. Voorveld & M.J. van der Goot (2012). Media multitasking across age groups. In Paper presented at the Etmaal van de Communicatiewetenschap, Leuven, Belgium.
  • E.G. Smit, H.A.M. Voorveld, G. van Noort & A. Roosendaal (2012). Online behavioural advertising: Do we know how to cope? In Paper presented at the Amsterdam Privacy Conference, Amsterdam (pp. 38).
  • G. van Noort, E.G. Smit, J. van Doodewaard, S. van Tijn & H.A.M. Voorveld (2012). Fortune cookies? The effectiveness of the ‘cookie-icon’ as a warning for behavioural advertising. In Paper presented at the Amsterdam Privacy Conference, Amsterdam (pp. 35-36).
  • H.A.M. Voorveld, E.G. Smit, P.C. Neijens & A.E. Bronner (2012). Media guiding consumers across different stages of the purchase process (Abstract). In L. Robinson (Ed.), Proceedings of the Annual Conference of the Academy of Marketing Science. (pp. 90).

2011

  • H.A.M. Voorveld & N. van Steenbergen (2011). The effectiveness of cross-media advertising under simultaneous media exposure. In Paper presented at the annual convention of the Netherlands School of Communication Research, Enschede.
  • H. Voorveld, G. van Noort & M. Duijn (2011). Building brands with interactive websites? The influence of perceived interactivity and prior brand experience on brand relationship and brand image. In M. Eisend & T. Langner (Eds.), The 10th ICORIA 2011 Berlin: June 23rd–25th 2011: conference programme [DVD]. European Advertising Academy.
  • H. Voorveld (2011). The effectiveness of cross-media advertising under simultaneous media exposure: combining online and radio advertisements. In 61st Annual ICA Conference, Boston, Massachusetts Vol. 2011. Conference papers: International Communication Association: annual meeting.
  • G. van Noort & H.A.M. Voorveld (2011). Social media in multimedia campaigns: examining the effect on perceived persuasive intent, brand and campaign responses. In M. Eisend & T. Langner (Eds.), The 10th ICORIA 2011 Berlin: June 23rd–25th 2011: conference programme [DVD]. European Advertising Academy.

2010

  • H.A.M. Voorveld (). (2010, February). Websites in brand communication: Interactivity and cross-media effects. unknown, Invited talk at UX University, a group of practitioners working in the field of internet and marketing.
  • H.A.M. Voorveld, P.C. Neijens & E.G. Smit (2010). Exploring the link between objectively assessed interactivity and interactivity perceptions. In Paper presented at the doctoral symposium New Media Studies. Organised by Research Group for Media & ICT, University of Gent & Interdisciplinary Institute for Broadband Technology.
  • G. van Noort & H.A.M. Voorveld (2010). An online flow perspective on consumer responses to website interactivity. In Etmaal van de Communicatiewetenschap 2010.
  • H.A.M. Voorveld, P.C. Neijens & E.G. Smit (2010). Measuring interactivity of global brand websites. In Paper presented at the annual convention of the Netherlands School of Communication Research, Gent (Belgium).
  • G. van Noort, H.A.M. Voorveld & E.A. van Reijmersdal (2010). Understanding website interactivity effects. In Paper presented at the EMAC Conference, Copenhagen (Denmark).
  • H.A.M. Voorveld, P.C. Neijens & E.G. Smit (2010). (2010, February). Measuring interactivity of global brand websites. In Paper presented at the annual convention of the Netherlands School of Communication Research. Gent (Belgium).
  • H.A.M. Voorveld, P.C. Neijens & E.G. Smit (2010). Exploring the link between objectively and subjectively assessed interactivity on global brand websites . In Paper presented at the 60th Annual Conference of the International Communication Association. Singapore.
  • H.A.M. Voorveld, P.C. Neijens & E.G. Smit (2010). The role of media sequence and involvement in cross-media campaigns. In Paper presented at the 60th Annual Conference of the International Communication Association. Singapore.
  • G. van Noort, H.A.M. Voorveld & E.A. van Reijmersdal (2010). (2010, May). Understanding Website Interactivity Effects. In European Marketing Academy (EMAC), Denmark, Copenhagen. Denmark.
  • G. van Noort & H.A.M. Voorveld (2010). (2010) An online flow perspective on consumer responses to website interactivity. In Paper presented at the Communication-etmaal, Ghent, Belgium. Ghent.
  • G. van Noort, H.A.M. Voorveld & E.A. van Reijmersdal (2010). (2010). Understanding website interactivity effects. In European Marketing Academy (EMAC), Denmark, Copenhagen. Denmark.
  • G. van Noort, H.A.M. Voorveld & E.A. van Reijmersdal (2010). (2010). Website interactivity effects explained by consumers’online flow experience. In Presented at the 60th ICA Annual Conference, Singapore. Singapore.
  • G. van Noort, H. Voorveld & E. van Reijmersdal (2010). Website interactivity effects explained by consumers' online flow experience. In 60th Annual ICA Conference, Singapore Vol. 2010. Conference papers: International Communication Association: annual meeting.
  • H. Voorveld, P. Neijens & E. Smit (2010). Exploring the link between objectively and subjectively assessed interactivity on global brand websites. In 60th Annual ICA Conference, Singapore Vol. 2010. Conference papers: International Communication Association: annual meeting.
  • H. Voorveld, P. Neijens & E. Smit (2010). The role of media sequence and involvement in cross-media campaigns. In 60th Annual ICA Conference, Singapore Vol. 2010. Conference papers: International Communication Association: annual meeting.
  • H.A.M. Voorveld, P.C. Neijens & E.G. Smit (2010). Development of a coding instrument to measure interactivity of websites. In Vol. 37. Advances in Consumer Research (pp. 696). Duluth, MN: Association for Consumer Research.
  • H.A.M. Voorveld, P.C. Neijens & E.G. Smit (2010). The perceived interactivity of top global brand websites and its determinants. In R. Terlutter, S. Diehl & S. Okazaki (Eds.), Cutting edge international research Vol. 1. Advances in Advertising Research (pp. 217-233). Wiesbaden: Gabler.

2009

  • H.A.M. Voorveld, P.C. Neijens & E.G. Smit (2009). Hoe consumenten reageren op websites. Een overzicht van tien jaar onderzoek. In Paper presented at the Etmaal van de Communicatiewetenschap, Nijmegen..
  • H.A.M. Voorveld, P.C. Neijens & E.G. Smit (2009). Brand website studies: an integrated literature review. In P. De Pelsmacker & N. Dens (Eds.), Advertising research: message, medium and context (pp. 201-211). Antwerpen: Garant.
  • H.A.M. Voorveld, P.C. Neijens & E.G. Smit (2009). Exploring the relationship between actual and perceived interactivity. In Paper presented at the international conference on research in advertising of the European Advertising Academy, Klagenfurt.

2010

Prijs

  • H.A.M. Voorveld (2013). Research Fellowship Award by American Academy of Advertising. Recognition.
  • H.A.M. Voorveld, P.C. Neijens & E.G. Smit (2012). The relation between actual and perceived interactivity. What makes the websites of top global brands truly interactive? Top paper nomination (top 5) for best article of the year award from the American Academy of Advertising: . Recognition.
  • H.A.M. Voorveld (2010). Outstanding Paper Award 2010. Best article of the year published in Internet Research, entitled: "Consumers' responses to brand websites: An interdisciplinary review" Initiated by Emerald. Recognition.
  • H.A.M. Voorveld, P.C. Neijens & E.G. Smit (2010). Outstanding Paper Award 2010. Best article of the year published in Internet Research, entitled: "Consumers' responses to brand websites: An interdisciplinary review". Recognition.

Wetenschappelijke positie

  • E.G. Smit & H.A.M. Voorveld (period: 2011 till 2011). Organiser Position at: ICORIA, annual conference of EAA.
  • H.A.M. Voorveld (period: 2011 till 2011). Member of the organizing committee, responsible for paper review Position at: International Conference on Research in Advertising (ICORIA) 2011 Berlin.

Wetenschappelijke positie

  • H.A.M. Voorveld (2013). Member of the organizing committee, responsible for paper review of the International Conference on Research in Advertising (ICORIA) 2013 Zagreb, organized by the European Advertising Academy.
  • E.G. Smit & H.A.M. Voorveld (2012). Organizing Review proces ICORIA, annual conference of EAA.
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