Name: Margot J. van der Goot
PhD: 2009, Radboud University Nijmegen
MSc: 2001, Radboud University Nijmegen, cum laude
Interests: chatbots, human-machine communication, persuasive communication, qualitative research, older adults as target group
Research: My research is first and foremost driven by my fascination for people’s interpretations, drives, goals, emotions, and meanings of life, and by the overall question how people respond to various forms of persuasive communication. I am also eager to further refine concepts that are used in communication research. Although I also conduct quantitative research, qualitative research is most close to my heart. A specific target group of interest in my research are older adults because life-span theory strongly suggests age differences in responses to persuasive communication.
Examples of recent research projects:
– qualitative research into consumers’ experiences of chatbot communication in a customer service context. This research is partially funded by Logeion’s Strategische Communicatie 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).
Teaching: Kwalitatief Onderzoek; Marketing Communication; Master thesis supervision; RMTT-Qualitative Research