Name: Hilde A. M. Voorveld
PhD: 2010, University of Amsterdam, Cum Laude
MSc: 2006, University of Twente, Cum Laude
Interests: I am an Assistant Professor of Persuasive Communication in the Amsterdam School of Communication Research (ASCoR), Department of Communication, University of Amsterdam. My research focuses on the uses and effects of multiple media in persuasive communication. I am active as the Information Manager in the board of the European Advertising Academy (http://www.icoria.org)
Research: I am currently working on three lines of research, which all have in common that they focus on combining multiple media (in campaigns, in the purchase process and simultaneously by consumers). First, I am studying cross-media synergy. In my dissertation I investigated the underlying mechanism that can explain why campaigns using multiple media are more effective than campaigns using only one medium, and I investigated the optimal sequence of different media. More recently, we focused on studying synergy effects with new types of measures (implicit measures), for new combinations of media (SNS and TV), and by focusing on a new underlying mechanism (fit).
Second, I investigate consumers’ cross-media usage in the purchase process, partly funded by a grant from the American Marketing Science Institute.: First, a new tool was developed to measure consumers’ multimedia behavior in the purchase process. This tool can be used to give insight in the importance of various media in different stages of the purchase process. Second, we gave insight into how online and offline buyers differ in their media and channel use.
Third, I investigate media multitasking behavior and the influence of media multitasking on the processing and effects of persuasive messages. We examined how three important situational factors—television genres, dayparts, and social viewing—influence the amount of media multitasking. We provided insight into the prevalence and predictors of different forms of media multitasking across different countries, and we investigated age differences in media multitasking. At this moment, we investigate how media multitasking influences advertising effects. The idea is that media multitasking is not always detrimental for advertising effectiveness and can actually enhance persuasiveness, for example if both media messages are thematically similar. This research was supported by a grant from the American Academy of Advertising.
Teaching: Media Strategies, Master thesis supervision, PhD supervision, PhD club