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 interests are human-machine communication, and more specifically people's responses to chatbot communication.
Examples of recent research projects:
- a qualitative study into consumers’ experiences of chatbot communication in a customer service context. Margot received funding for this project by winning Logeion’s Strategic Communication Challenge 2019.
- 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 new conceptualization of “emotionally-meaningful versus knowledge-related appeals” has been published in International Journal of Communication (van der Goot, Bol, & van Weert, 2019).
- 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 also serves as vice-president of NeFCA (the Netherlands-Flanders Communication Association).