For best experience please turn on javascript and use a modern browser!

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
  • 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 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 board member for NeFCA (the Netherlands-Flanders Communication Association). 

  • Publications


    • 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, ecc.13138.
    • 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]



    • Brandes, K., van der Goot, M. J., Smit, E. G., van Weert, J. C. M., & Linn, A. J. (2017). Understanding the interplay of cancer patients’ instrumental concerns and emotions. Patient Education and Counseling, 100(5), 839-845. [details]


    • 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). New York, NY: Peter Lang.
    • 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). Wiesbaden: Springer Gabler. [details]





    • 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. [details]


    • 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.


    • 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.


    • 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.


    • 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.


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


    • 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.


    • van Reijmersdal, E. A., Rozendaal, E., van der Goot, M. J., & Metske, E. (2018). Hoe ervaren minderjarigen gesponsorde YouTube video’s? Een kwalitatieve studie onder 10-16 jarige kinderen.


    • 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]


    • 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.


    • 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..


    • van der Goot, M. J. (2009). Television viewing in the lives of older adults.
    This list of publications is extracted from the UvA-Current Research Information System. Questions? Ask the library or the Pure staff of your faculty / institute. Log in to Pure to edit your publications. Log in to Personal Page Publication Selection tool to manage the visibility of your publications on this list.
  • Ancillary activities
    • No ancillary activities