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Dr. M. (Marjolein) Moorman

Faculty of Social and Behavioural Sciences
CW : Political Communication & Journalism
Photographer: Bram Belloni

Visiting address
  • Nieuwe Achtergracht 166
  • Room number: C8.00
Postal address
  • Postbus 15791
    1001 NG Amsterdam
Contact details
  • Profile

    Short bio

    Marjolein Moorman (Ph.D.) is an Associate Professor (UHD) in Political Communication at the Communication Science department.  Her research and teaching interests include political advertising and branding, media strategy and context effects, consumer and voter psychology, and advertising effect measurement.

    Since march 2010, she is a member of the city council of Amsterdam for the PvdA (labour party). In the council she mainly focuses on education and housing. Since 2012 she is also the chair of PvdA Amsterdam.

    She has published several international peer-reviewed journal articles, book chapters and books (see publication list ). She is a frequent speaker at conferences, member of the editiorial board of the International Journal of Advertising, and reviewer of the Journal of Advertising, the Journal of Advertising Research, Applied Cognitive Psychology, the American Journal of Media Psychology, and Tijdschrift voor Communicatiewetenschap.

    In 2003 she received her Ph.D. at the University of Amsterdam for a dissertation on the relationship between media environments and advertising effects. This dissertation was awarded the Hans du Chatinier AMMA award (professionals) for best research in the field of marketing communication. From 2004 to 2006, Marjolein worked in the advertising and media industry (Kobalt) as a research manager and consultant. From 2006 to 2010 she was the director of  SWOCC (Scientific Foundation for Fundamental Research on Brands and Brand Communication).

    My website Center for Politics and Communication SWOCC PvdA Amsterdam Follow me on twitter
  • Publications

    2015

    • Boukes, M., Boomgaarden, H. G., Moorman, M., & de Vreese, C. H. (2015). At odds: laughing and thinking? The appreciation, processing, and persuasiveness of political satire. Journal of Communication, 65(5), 721-744. https://doi.org/10.1111/jcom.12173 [details]
    • Boukes, M., Boomgaarden, H. G., Moorman, M., & de Vreese, C. H. (2015). News with an attitude: assessing the mechanisms underlying the effects of opinionated news. In R. L. Holbert (Ed.), Entertainment media and politics: advances in effects-based research (pp. 52-76). Routledge. https://doi.org/10.4324/9781315739366 [details]
    • Boukes, M., Boomgaarden, H. G., Moorman, M., & de Vreese, C. H. (2015). Political news with a personal touch: How human interest framing indirectly affects policy attitudes. Journalism & Mass Communication Quarterly, 92(1), 121-141. https://doi.org/10.1177/1077699014558554 [details]

    2014

    2012

    • Moorman, M., & Neijens, P. (2012). Political advertising. In S. Rodgers, & E. Thorson (Eds.), Advertising theory (pp. 297-309). (Routledge communication series). New York [etc.]: Routledge. [details]
    • Moorman, M., Willemsen, L. M., Neijens, P. C., & Smit, E. G. (2012). Program-involvement effects on commercial attention and recall of successive and embedded advertising. Journal of Advertising, 41(2), 25-37. https://doi.org/10.2753/JOA0091-3367410202 [details]

    2011

    2010

    • Moorman, M., Neijens, P. C., & Smit, E. G. (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. https://doi.org/10.1002/9781444316568.wiem04010 [details]

    2009

    2008

    • Buijzen, M., Rozendaal, E., Moorman, M., & Tanis, M. (2008). Parent versus child reports of parental advertising mediation: exploring the meaning of agreement. Journal of broadcasting & electronic media, 52(4), 509-525. https://doi.org/10.1080/08838150802437180 [details]
    • Moorman, M., & van den Putte, B. (2008). The influence of message framing, intention to quit smoking, and nicotine dependence on the persuasiveness of smoking cessation messages. Addictive Behaviors, 33(10), 1267-1275. https://doi.org/10.1016/j.addbeh.2008.05.010 [details]
    • Reus, S., van der Land, S., & Moorman, M. (2008). Onbewust beïnvloed: hoe reclame werkt zonder dat je het weet én hoe je het meet. (SWOCC publicatie; Vol. 45). Stichting Wetenschappelijk Onderzoek Commerciële Communicatie, SWOCC. [details]
    • Smit, E., Moorman, M., & Neijens, P. (2008). Media planning. In W. Donsbach (Ed.), The international encyclopedia of communication: Vol. VII (pp. 2964-2968). Malden, MA: Blackwell. [details]

    2012

    • Muntinga, D. G., Smit, E., & Moorman, M. (2012). Social media DNA: how brand characteristics shape COBRAs. In M. Eisend, T. Langner, & S. Okazaki (Eds.), Advances in Advertising Research (Vol. III): Current Insights and Future Trends (pp. 121-135). (European Advertising Academy). Wiesbaden: Springer Gabler. https://doi.org/10.1007/978-3-8349-4291-3_10 [details]

    2011

    • Moorman, M. (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. https://doi.org/10.1002/9781444316568.wiem04006 [details]

    2010

    • Faasse, J., Moorman, M., & Neijens, P. (2010). Media & reclame. - 5e dr. Groningen: Noordhoff. [details]
    • Faasse, J., Moorman, M., & Neijens, P. (2010). Mediaonderzoek. In J. Faasse, M. Moorman, & P. Neijens (Eds.), Media & reclame (pp. 43-62). Groningen: Noordhoff. [details]
    • Faasse, J., Moorman, M., Neijens, P., & Smit, E. (2010). Kernbegrippen in mediaplanning. In J. Faasse, M. Moorman, & P. Neijens (Eds.), Media & reclame (pp. 29-41). Groningen: Noordhoff. [details]
    • Moorman, M. (2010). Mediastrategie. In J. Faasse, M. Moorman, & P. Neijens (Eds.), Media & reclame (pp. 17-27). Groningen: Noordhoff. [details]
    • Muntinga, D. G., Moorman, M., & Smit, E. G. (2010). Developing a classification of motivations for consumers’ online brand-related activities. In R. Terlutter, S. Diehl, & S. Okazaki (Eds.), Advances in Advertising Research (Vol. 1): Cutting Edge International Research (pp. 235-247). (European Advertising Academy). Wiesbaden: Gabler. https://doi.org/10.1007/978-3-8349-6006-1_16 [details]

    2009

    • Muntinga, D. G., Moorman, M., & Smit, E. G. (2009). Introducing COBRAs: a holistic exploration of motivations for brand-related social media use. (SWOCC working paper series; No. 1). Amsterdam: SWOCC. [details]
    • Muntinga, D., & Moorman, M. (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. [details]

    2008

    • Moorman, M., Neijens, P. C., & Smit, E. G. (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.
    • Neijens, P. C., Smit, E. G., & Moorman, M. (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.

    2009

    • Moorman, M. (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 (pp. 6-8). (SWOCC publicatie; No. 50). Stichting Wetenschappelijk Onderzoek Commerciële Communicatie, SWOCC. [details]

    2015

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

    2014

    • Boukes, M., Boomgaarden, H. G., & Moorman, M. (2014). Opinionated news and how it affects political attitudes. Abstract from Paper presented at the annual conference of the International Communication Association (ICA), Seattle, USA, .
    • Boukes, M., Boomgaarden, H. G., Moorman, M., & de Vreese, C. H. (2014). Political news with a personal touch: How human interest framing indirectly affects policy attitudes.. Abstract from 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, .
    • Boukes, M., Boomgaarden, H., Moorman, M., & de Vreese, C. H. (2014). Assessing the mechanisms underlying the effects of opinionated news: How opinionated news affects political attitudes. Abstract from Paper presented at the Etmaal van de Communicatiewetenschap, Wageningen, .

    2013

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

    2012

    • Muntinga, D. G., Moorman, M., & Smit, E. G. (2012). How who, why, and which combine to drive what: An opinion leadership perspective on brand-related social media use.. Paper presented at Paper presented at the International Conference on Research in Advertising, Stockholm, Sweden, .
    • Muntinga, D. G., Moorman, M., & Smit, E. G. (2012). Skating on thin ice: How negative sport incidents affect sponsor image. Paper presented at Paper presented at the meeting of the American Advertising Academy, Myrtle Beach, SC, USA, .

    2011

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

    2010

    • Muntinga, D. G., Moorman, M., & Smit, E. (2010). (2010, February). Introducing COBRAs: Exploring motivations for consumers’ online brand-related activitie.
    • Muntinga, D. G., Moorman, M., & Smit, E. (2010). (2010, February). Introducing COBRAs: Exploring motivations for consumers’ online brand-related activities.
    • Muntinga, D. G., Moorman, M., & Smit, E. (2010). (2010, June). Brand-related social media use: Validating COBRA motivations.

    2009

    • Moorman, M., Willemsen, L. M., Neijens, P. C., & Smit, E. G. (2009). Antecedents and Consequences of Program-Involvement: A Naturalistic Field Study..
    • Moorman, M., Willemsen, L. M., Neijens, P. C., & Smit, E. G. (2009). Causes and Effects of Program-Involvement on Commercial Recall and In-program Brand Recall..
    • Muntinga, D. G., Moorman, M., & Smit, E. G. (2009). Developing a Classification of Motivations for Consumer’s Online Brand-Related Activities..
    • Muntinga, D. G., Moorman, M., & Smit, E. G. (2009). Introducing COBRAs: A Holistic Exploration of Motivations for Brand-Related Social Media Use..

    Talk / presentation

    • Muntinga, D. G. (speaker) & Moorman, M. (speaker) (2009). Een scheve schaats: Over de keerzijde van sportsponsoring., Presentation at the MWG AMMA Winners meeting, 2009, Amsterdam.
    • Muntinga, D. G. (speaker) & Moorman, M. (speaker) (2009). Een scheve schaats: Over de keerzijde van sportsponsoring., presentation at the Marketing Information Event (MIE), 2009, Rotterdam.
    • Muntinga, D. G. (speaker) & Moorman, M. (speaker) (2009). ‘Wandelende Reclamerampen’: De keerzijde van sportsponsoring., Presentation at the Panteia Research Meeting, Zoetermeer, 2009.
    • Muntinga, D. G. (speaker), Moorman, M. (speaker) & Smit, E. G. (speaker) (2009). Motieven voor Merkgerelateerd Gebruik van Social Media., Presentation at the Media Utopia meeting of the Platform Media Adviesbureaus (PMA), Amsterdam, 2009.
    • Muntinga, D. G. (speaker), Moorman, M. (speaker) & Smit, E. G. (speaker) (2009). Exploring Motivations for Brand-Related Social Media Use, Presentation at the University of Amsterdam, Amsterdam, 2009.
    • Moorman, M. (speaker), Willemsen, L. M. (speaker), Neijens, P. C. (speaker) & Smit, E. G. (speaker) (2009). Causes and effects of program-involvement on commercial recall and in-program brand recall., Annual Conference American Advertising Association., Cincinnati, March 2009..
    • Bronner, F. (speaker) & Moorman, M. (speaker) (7-10-2008). ICORIA: verslag van een conferentie [ICORIA: report of a conference], Presented at the MWG-seminar 'Internationale ontwikkelingen op het gebied van media- en reclameonderzoek', Amstelveen.
    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