Name: Dirk Sikkel
PhD: 1988, University of Amsterdam
MSc: 1976, University of Amsterdam
Interests: My primary background is mathematical statistics; as such I have been professor of methodology at the University of Amsterdam. Later my interest shifted to marketing research, in particular marketing to older consumers. My main interest is how developmental changes (should) affect marketing communication. I have a part time appointment of one day a week, sponsored by TNS NIPO.
Link: http://www.uva.nl/profile/d.sikkel
www.sixtat.nl
Research: Brands and aging: how do brand relationship change during the life cycle?
Roles and aging: what roles are suitable for older consumers; how are they to addressed in these roles?
Teaching: Leeronderzoek.
Our program
The program Persuasive Communication addresses those communication processes that are intended to achieve specific persuasive goals, as is the case in, for instance, marketing communication, health education, and public information campaigns. The research is aimed at understanding the dynamics that shape uses and effects of mediated persuasive communication. Read more >>
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Marketing communication Intercultural communication Entertainment Education Branding Social media Interpersonal communication WOM Advertising Context effects Online advertising Sustainability Product placement Disclosures Food advertising In game advertising Environmental cues Publicity Tailoring Health communication Customer Media Cross-media CommunicAging eWOM