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Dr. M.J. (Margot) van der Goot

Faculty of Social and Behavioural Sciences
CW : Persuasive Communication
Photographer: Bram Belloni
Visiting address
  • Nieuwe Achtergracht 166
  • Room number:C9.10
Postal address
  • Postbus 15791
    1001 NG Amsterdam
Contact details
  • Profile

    Margot van der Goot is Assistant Professor Persuasive Communication at the Department of Communication Science at the University of Amsterdam. Margot van der Goot’s research is first and foremost driven by her fascination for people’s interpretations, perceptions, drives, goals, emotions, and meanings of life, and by the overall question how people respond to various forms of persuasive communication. She is eager to further refine concepts that are used in communication research. Although she also conducts quantitative research, qualitative research is most close to her heart. A specific target group of interest in her research are older adults because life-span theory strongly suggests age differences in responses to persuasive communication.

    Her current research focuses on human-machine communication, and more specifically on users' perceptions of interactions with conversational agents. 

    Her first publication in this research line explores age differences in motivations for and acceptance of chatbot communication in a customer service context (Van der Goot & Pilgrim, 2020).

    In 2019, Margot received funding for a qualitative study into consumers’ experiences of chatbot communication by winning Logeion’s Strategic Communication Challenge 2019. Interviews have been conducted with the help of Ruigrok Netpanel. The results can be found in this infographic and the paper presenting the results received a top paper nomination. 

    In 2020, she received a grant from the RPA Human(e) AI, for a project on the adaptation of conversational systems to different age groups, together with Raquel Fernández and Sandro Pezzelle (Faculty of Science). More information about the project can be found here. 

    Examples of previous research projects:

    - Studies into how changes in socio-emotional goal setting (as described by socio-emotional selectivity theory –SST–) lead to age differences in preferences for emotionally-meaningful versus knowledge-related appeals in television commercials (project with Julia van Weert and Nadine Bol). A conceptualization of “emotionally-meaningful versus knowledge-related appeals” has been published in International Journal of Communication (van der Goot, Bol, & van Weert, 2019). An experimental study, using this conceptualization, is forthcoming in Communications. 

    - Qualitative interview studies into how practitioners and youngsters perceive the use of disclosures in online sponsored content (project with Eva van Reijmersdal). The interview study with youngsters has been conducted in collaboration with the “Commissariaat voor de Media” and is used in the development of the “Social Code: YouTube”.

    Margot teaches in the BA and MA program Communication Science, particularly courses on qualitative research methods and marketing communication.

    She serves as vice-president of NeFCA (the Netherlands-Flanders Communication Association), and is the incoming secretary for the ICA interest group Human-Machine Communication (2021-2024). 

  • CV
  • Publications

    2021

    • van der Goot, M. J., Hafkamp, L., & Dankfort, Z. (2021). Customer service chatbots: A qualitative interview study into the communication journey of customers. In A. Følstad, T. Araujo, S. Papadopoulos, EL-C. Law, E. Luger, M. Goodwin, & P. B. Brandtzaeg (Eds.), Chatbot Research and Design: 4th International Workshop, CONVERSATIONS 2020, Virtual Event, November 23–24, 2020 : revised selected papers (pp. 190-204). (Lecture Notes in Computer Science; Vol. 12604). Springer. https://doi.org/10.1007/978-3-030-68288-0_13 [details]

    2020

    • van der Goot, M. J., & Pilgrim, T. (2020). Exploring age differences in motivations for and acceptance of chatbot communication in a customer service context. In A. Følstad, T. Araujo, S. Papadopoulos, EL-C. Law, O-C. Granmo, E. Luger, & P. B. Brandtzaeg (Eds.), Chatbot Research and Design: Third International Workshop, CONVERSATIONS 2019, Amsterdam, The Netherlands, November 19–20, 2019 : revised selected papers (pp. 173-186). (Lecture Notes in Computer Science; Vol. 11970). Cham: Springer. https://doi.org/10.1007/978-3-030-39540-7_12 [details]
    • van der Goot, M. J., Bol, N., & van Weert, J. C. M. (2020). Age differences in preferences for emotionally-meaningful versus knowledge-related appeals. Communications : The European Journal of Communication Research. https://doi.org/10.1515/commun-2019-0108

    2019

    • Linn, A. J., van der Goot, M. J., Brandes, K., van Weert, J. C. M., & Smit, E. G. (2019). Cancer patients’ needs for support in expressing instrumental concerns and emotions. European Journal of Cancer Care, 28(6), [e13138]. https://doi.org/10.1111/ecc.13138 [details]
    • van der Goot, M. J., Bol, N., & van Weert, J. C. M. (2019). Translating socioemotional selectivity theory Into persuasive communication: Conceptualizing and operationalizing emotionally-meaningful versus knowledge-related appeals. International Journal of Communication : IJoC, 13, 1416-1437. [details]

    2018

    2017

    2016

    • van der Goot, M. J. (2016). Older Adults’ Mediated Communication: Current Perspectives among Communication Scholars. In J. F. Nussbaum (Ed.), Communication Across the Life Span (pp. 79-89). (ICA International Communication Association Annual Conference Theme Book Series; Vol. 3). New York, NY: Peter Lang. https://doi.org/10.3726/978-1-4539-1701-5 [details]
    • van der Goot, M. J., van Reijmersdal, E. A., & Kleemans, M. (2016). The effects of emotional television advertising on older and younger adults. In P. Verlegh, H. Voorveld, & M. Eisend (Eds.), Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative (pp. 115-124). (European Advertising Academy). Springer Gabler. https://doi.org/10.1007/978-3-658-10558-7_10 [details]

    2015

    2013

    2012

    2011

    • Hoeken, H., van der Geest, T., van der Goot, M., Hornikx, J., Jongenelen, M., & Kruikemeier, S. (2011). De rol van begrijpelijke taal in een digitale context: ontwikkelingen op de domeinen Leven Lang Leren, complexe financiële producten, bestuur en politiek, en gezondheid. Tijdschrift voor Taalbeheersing, 33(3), 266-286. https://doi.org/10.5117/TVT2011.3.DE_R410 [details]

    2009

    • van Gorp, B., & van der Goot, M. J. (2009). Van Frankenstein tot de Goede Moeder: De inzet van frames in de strategische communicatie over duurzaamheid. Tijdschrift voor Communicatiewetenschap, 37, 303-316.
    • van der Goot, M. J. (2009). Televisiekijken in het leven van ouderen: een literatuuroverzicht. Tijdschrift voor Communicatiewetenschap, 37(3), 254-267. https://doi.org/10.1347/tijd.37.3.254

    2008

    • van der Goot, M., & Beentjes, J. W. J. (2008). Media use across the life-span. In W. Donsbach (Ed.), The International Encyclopedia of Communication Malden, MA: Blackwell.

    2006

    • van der Goot, M., Beentjes, J. W. J., & van Selm, M. (2006). Older adults' television viewing from a life-span perspective: past research and future challenges. Communication Yearbook, 30, 431-469.

    2004

    • van der Goot, M. J., Beentjes, J. W. J., & van Selm, M. (2004). Elderly people’s media use in the context of personal meaning: A theoretical model. In K. Renckstorf, D. McQuail, J. E. Rosenbaum, & G. Schaap (Eds.), Action theoretical approaches in European Communication Research. Theory, methods and findings (pp. 163-176). Berlin: Mouton de Gruyter.

    2010

    • van der Goot, M. (2010). Reactie van de auteur: [op boekbespreking in: Proefschriften in discussie]. Tijdschrift voor Gerontologie en Geriatrie, 41(2), 105. [details]

    2009

    • van Selm, M., van der Goot, M. J., Klinkenberg, I. G., & Peters, O. (2009). Het Etmaal van de Communicatietwetenschap 2009: een gelegenheid tot ontmoeting. Tijdschrift voor Communicatiewetenschap, 37(4), 271-273.

    2020

    2019

    • van Reijmersdal, E. A., Rozendaal, E., van der Goot, M., & Metske, E. (2019). Hoe ervaren minderjarigen gesponsorde YouTube video's? Een kwalitatieve studie onder 10-16 jarige kinderen in opdracht van het Commissariaat voor de Media. Nijmegen: Radboud Universiteit. [details]

    2010

    • Sikkel, D., & van der Goot, M. (2010). Internet. Arnhem: Stichting Route 50Plus. [details]
    • Sikkel, D., & van der Goot, M. (2010). Televisie. Arnhem: Stichting Route 50Plus. [details]

    2020

    • van Reijmersdal, E. A., Rozendaal, E., Metske, E., & van der Goot, M. J. (2020). How do children experience disclosures for sponsored influencer videos? A qualitative study. Paper presented at Etmaal van de Communicatiewetenschap, Amsterdam, Netherlands.
    • van der Goot, M. J., Hafkamp, L., & Dankfort, Z. (2020). Customer service chatbots: A qualitative interview study into customers’ communication journey. Paper presented at CONVERSATIONS 2020, 4th international workshop on chatbot research, . https://conversations2020.files.wordpress.com/2020/11/conversations_2020_16_vandergoot_preprint.pdf

    2019

    • van Reijmersdal, E. A., Rozendaal, E., & van der Goot, M. J. (2019). Children’s perceptions of sponsorship disclosures in online influencer videos. Paper presented at ICORIA 2019, .
    • van der Goot, M. J. (2019). Hoe ervaren mensen chatbots als communicatiepartners?. Paper presented at ACHC Symposium Conversational agents in gezondheidscommunicatie, Amsterdam, .
    • van der Goot, M. J., & van Weert, J. C. M. (2019). Age differences in preferences for emotionally-meaningful versus knowledge-related appeals. Paper presented at International Communication Association (ICA), Washington, United States.
    • van der Goot, M. J., Bol, N., & van Weert, J. C. M. (2019). Differences between older and younger adults in preferences for emotionally-meaningful versus knowledge-related appeals. Paper presented at Etmaal van de Communicatiewetenschap, Nijmegen, .
    • van der Goot, M. J., Rodriguez Hidalgo, C., & Pilgrim, T. (2019). Conceptualizing anthropomorphism and social presence in human-chatbot communication in a customer service context. Paper presented at Human-Machine Communication Pre-Conference of the International Communication Association (ICA), Washington, D.C., United States.
    • van der Goot, M. J., Zandbergen, S., & van Reijmersdal, E. A. (2019). Sponsorship disclosures in online sponsored content: Practitioners’ considerations. Paper presented at International Communication Association (ICA), Washington, United States.

    2018

    • Brandes, K., van der Goot, M. J., Smit, E. G., van Weert, J. C. M., & Linn, A. J. (2018). A framework for developing interventions to support cancer patients in expressing concerns. Paper presented at 15th EACH conference on Communication in Healthcare, Porto, Portugal.
    • van der Goot, M. J., Zandbergen, S., & van Reijmersdal, E. A. (2018). What’s in it for me? Practitioners’ (un)willingness to use sponsorship disclosures in online sponsored content. Paper presented at Etmaal van de Communicatiewetenschap, Ghent, Belgium.

    2017

    • Kniep, A., van der Goot, M. J., & Fransen, M. L. (2017). Experts’ views on resistance towards persuasion. Paper presented at Etmaal van de Communicatiewetenschap, .
    • van der Goot, M. J., Bol, N., & van Weert, J. C. M. (2017). Translating Socioemotional Selectivity Theory into persuasive communication: Conceptualizing and operationalizing emotionally-meaningful versus knowledge-related appeals.. Paper presented at ICORIA, Ghent, Belgium.
    • van der Goot, M. J., Bol, N., & van Weert, J. C. M. (2017). Translating Socioemotional Selectivity Theory into persuasive communication: Conceptualizing and operationalizing emotionally-meaningful versus knowledge-related appeals. Paper presented at Etmaal van de Communicatiewetenschap, .

    2016

    • Brandes, K., van der Goot, M. J., Smit, E. G., van Weert, J. C. M., & Linn, A. J. (2016). Patients’ concerns during and after cancer: How can online and offline communication offer support?. Abstract from Etmaal van de Communicatiewetenschap, Amsterdam, Netherlands.
    • Brandes, K., van der Goot, M. J., Smit, E. G., van Weert, J. C. M., & Linn, A. J. (2016). Patients’ descriptions of concerns during and after cancer and sources they use to communicate about concerns: New possibilities for the VR-CoDES?. Abstract from Verona network on sequence analyses XIV invitational workshop, Verona, Italy.

    2015

    • van der Goot, M. J., Rozendaal, E., Ketelaar, P., & Smit, E. G. (2015). Media generations and their advertising attitudes and avoidance: A six country comparison. Abstract from Paper presented at the Etmaal van de Communicatiewetenschap, Antwerp, Belgium, .
    • van der Goot, M. J., Rozendaal, E., Ketelaar, P., & Smit, E. G. (2015). Media generations and their advertising attitudes and avoidance: A six country comparison. Abstract from Paper presented at the annual meeting of the International Communication Association, San Juan, Puerto Rico, .
    • van der Goot, M. J., van Reijmersdal, E. A., & Kleemans, M. (2015). Age differences in recall and liking of arousing television commercials. Abstract from Paper presented at the annual meeting of the International Communication Association, San Juan, Puerto Rico, .

    2014

    • Hameleers, M., & van der Goot, M. J. (2014). Transparency in qualitative research: Lessons from studies recently published in communication journals.. Abstract from Paper presented at the Etmaal van de Communicatiewetenschap, Wageningen, .
    • van der Goot, M. J., Rozendaal, E., Ketelaar, P., & Smit, E. G. (2014). Age differences in advertising avoidance and attitude toward advertising across media: A six country comparison.. Abstract from Paper presented at the International Conference on Research in Advertising, Amsterdam, .
    • van der Goot, M. J., van Reijmersdal, E. A., & Kleemans, M. (2014). The effects of emotional television advertising on older and younger adults.. Abstract from Paper presented at the International Conference on Research in Advertising, Amsterdam, .

    2013

    • van der Goot, M. J., & Voorveld, H. A. M. (2013). Age differences in media multitasking: A diary study. Abstract from Paper presented at the meeting of the International Communication Association, London, UK, .
    • van der Goot, M. J., van Reijmersdal, E. A., & Kleemans, M. (2013). Differences between younger and older adults in responses to emotional television commercials. Abstract from Paper presented at the Etmaal van de Communicatiewetenschap, Rotterdam, .

    2012

    • Voorveld, H. A. M., & van der Goot, M. J. (2012). Media multitasking across age groups.. Abstract from Paper presented at the Etmaal van de Communicatiewetenschap, Leuven, Belgium, .
    • van der Goot, M. J., & van Reijmersdal, E. A. (2012). Age differences in liking and recall of arousing television commercials.. Abstract from Paper presented at the Etmaal van de Communicatiewetenschap, Leuven, Belgium, .

    2011

    • Hoeken, H., Jongenelen, M., Kruikemeier, S., van der Goot, M. J., & Hornikx, J. (2011). Begrijpelijke taal II: Vier verkenningen over de gevolgen van digitalisering voor de rol van begrijpelijke taal.. Paper presented at Paper presented at the meeting of Taalbeheersingscongres of the Vereniging voor Interuniversitair Overleg Taalbeheersing, Leiden, The Netherlands, .
    • van der Goot, M., & Sikkel, D. (2011). Effects of life events on amount of television viewing and content preferences. Paper presented at Etmaal van de Communicatiewetenschap, Enschede, The Netherlands, .

    2010

    • van Gorp, B., & van der Goot, M. J. (2010). (2010, June). Talking about sustainability: Responses to frames in persuasive messages about sustainable agriculture and food.
    • van der Goot, M. J., Beentjes, J. W. J., & van Selm, M. (2010). (2010, June). A life-span perspective on media use: Television viewing in the lives of older adults.
    • van der Goot, M. J., van Selm, M., & Beentjes, J. W. J. (2010). (2010, February). Contributions of television viewing to relatedness and autonomy in older adults’ social relationships.

    Award

    • van der Goot, M. (2020). Top paper nomination (top 3).
    • van der Goot, M. J., van Reijmersdal, E. A. & Kleemans, M. (2015). Top Paper Award for Article: Age differences in recall and liking of arousing television commercials. Conference Theme: Communication Across the Life-Span.
    • van der Goot, M., Rozendaal, E. & Smit, E. G. (2015). Top paper award for article Media generations and their advertising attitudes and avoidance: A six country comparison..

    Membership

    • van der Goot, M. (2021-2024). Secretary for the ICA Interest Group Human-Machine Communication, Interest Group of the International Communication Association (ICA).
    • van der Goot, M. (2017-2025). Board member, NeFCA, The Netherlands – Flanders Communication Association.

    Media appearance

    • van Reijmersdal, E., Rozendaal, E., van der Goot, M. & Metske, E. (25-11-2019). Kinderen moet beter beschermd worden tegen reclame [Radio] NPO Radio 1 Standpunt. Kinderen moeten beter beschermd worden tegen reclame.
    • van Reijmersdal, E., Rozendaal, E., van der Goot, M. & Metske, E. (25-11-2019). CDA: behoed kinderen voor sluikreclame van vloggers [Print] Parool. CDA: Behoed kinderen voor sluikreclame van vloggers.
    • van Reijmersdal, E. & van der Goot, M. (31-08-2019). Zo’n Visstick kan zomaar #Spon zijn [Print] Parool. Zo’n visstick kan zomaar #Spon zijn.
    • van Reijmersdal, E. & van der Goot, M. (27-08-2019). Ik denk niet dat een vlogger dingen eet voor geld [Print] Financieel Dagblad. Ik denk niet dat een vlogger dingen eet voor geld.
    • van Reijmersdal, E. & van der Goot, M. (27-08-2019). Herkenbaarheid van online reclame [Television] EenVandaag. Herkenbaarheid van online reclame.
    • van der Goot, M. (15-06-2019). Inzet van chatbots als communicatievraagstuk [Print] Vakblad C. Inzet van chatbots als communicatievraagstuk.
    • van Reijmersdal, E. & van der Goot, M. (06-03-2019). ‘Betaalde samenwerking’ op YouTube – onderzoek naar reclamewijsheid onder jongeren. [Web] FMG University of Amsterdam Newsletter. ‘Betaalde samenwerking’ op YouTube – onderzoek naar reclamewijsheid onder jongeren.
    • van Reijmersdal, E. & van der Goot, M. (24-02-2019). YouTube reclame niet duidelijk genoeg [Print] Kidsweek. YouTube reclame niet duidelijk genoeg.
    • van Reijmersdal, E. & van der Goot, M. (17-02-2019). Kinderen vinden reclame in YouTube-filmpjes geen probleem, als vloggers het maar menen. [Print] NRC.NEXT. Kinderen vinden reclame in YouTube-filmpjes geen probleem, als vloggers het maar menen.
    • van Reijmersdal, E. & van der Goot, M. (13-02-2019). Jongere kinderen herkennen minder vaak reclame bij YouTube influencers [Web] Emerce. Jongere kinderen herkennen minder vaak reclame bij YouTube influencers.
    • van Reijmersdal, E. & van der Goot, M. (13-02-2019). Jongere kinderen kunnen reclame door influencers niet goed herkennen [Web] Nu.nl. Jongere kinderen kunnen reclame door influencers niet goed herkennen.

    Talk / presentation

    • van der Goot, M. (speaker) (2019). Hoe ervaren mensen chatbots als communicatiepartner?, Logeion.
    • van der Goot, M. J. (speaker) (11-9-2012). Drukke reclames: wel voor jong, maar niet voor oud? [Arousing commercials: Good for young, but not for old?]., Presentation at the SWOCC Symposium 2012, Amsterdam.
    • van der Goot, M. J. (speaker) (2010). (2010, June). Televisiekijken in het leven van ouderen [Television viewing in the lives of older adults]., Lecture given at InCompanyMedia-seminar, Maastricht.

    2009

    • van der Goot, M. J. (2009). Television viewing in the lives of older adults.
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