Dr. Ivar E. Vermeulen

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+31 20 59 89190
3e-15, 3e-17
faculteit der bètawetenschappen ( kunstmatige intelligentie ), faculteit der sociale wetensch ( afdeling communicatiewetenschap )
Associate Professor

Icoontje Google Scholar  researcher id Linked-in ACSM-VU

Informatie in het Nederlands



Monday to Friday (except Wednesday)



Ivar Vermeulen is an associate professor in Communication Science, specializing in persuasion research. He obtained his PhD in 2003 at the Institute for Logic, Language, and Information (University of Amsterdam). Most of his current research is experimental in nature and focuses on the role of trust, biases, and affective cues (such as music) in persuasion processes. Other projects involve applications of computer-assisted research methods such as automated content analysis, network analysis of Web data, and formal modelling.



  • Persuasion
  • Web2.0 & persuasion
  • Music & persuasion
  • Social science research methods


Current research

  • Persuasion: Everything to do with changing people’s attitudes, beliefs, and behavior. Studies in advertising, priming, branding, biases, etc.
  • Online reviews: What makes one online review more influential than another? Factors such as reviewer expertise or similarity, valence, heterogeneity, language use, subject matter, and receiver biases are considered.
  • Music and persuasion: Music affects (consumer) behavior in many different ways, through, e.g., conditioning, priming, synchronization, and affect induction. The aim of this project is to further sophisticate the use of music in a persuasive context.
  • Social science research methods: Working on several projects aiming to make quantitative social science research more rigorous and sound.
  • Experiences in Interactive Storytelling environments: Interactive Storytelling (IS) is a new type of computer-based entertainment, enabling users to influence the course of an unfolding dramatic storyline. The aim of this project is to capture meaningful IS user experiences.
  • Online trust: As Web2.0 increasingly facilitates transactions, collaborations, and information exchange between individual (as opposed to institutionalized) agents, peer-to-peer trust becomes pivotal. Projects study trust cues, the relationship between disclosure and trust, transitivity of trust, and propagation of trust through networks.
  • Neuropsychological testing online: The aim of these projects is to develop a time and cost efficient method to validly assess cognitive functioning in cognitive risk groups in a cancer context (and possibly beyond).


Current teaching

  • Marketing- en Persuasieve Communicatie (BA)
  • Marketingcommunicatie 2.0 (BA)
  • Current Issues in Communication Science (MA)
  • Supervision BA theses
  • Supervision MA theses


Recent publications

  • Das, E., Duiven, R., Arendsen, J., & Vermeulen, I. (2014). Exploring Killer Ads: A Terror Management Account of Death in Advertisements. Psychology & Marketing, 31(10), 828-842.
  • Frost, J., Vermeulen, I. E., & Beekers, N. (2014). Anonymity Versus Privacy: Selective Information Sharing in Online Cancer Communities. Journal of medical Internet research, 16(5), e126.
  • Vermeulen, I., Batenburg, A., Beukeboom, C., & Smits, T. (2014). Breakthrough or one-hit wonder? Three attempts to replicate musical conditioning effects in advertising. Social Psychology, 45(3), 179-186.
  • Beukeboom, C. J., Tanis, M., & Vermeulen, I. E. (2013). The Language of Extraversion Extraverted People Talk More Abstractly, Introverts Are More Concrete. Journal of Language and Social Psychology, 32(2), 191-201.
  • Roth, C., & Vermeulen, I. (2013). Breaching Interactive Storytelling’s Implicit Agreement: A Content Analysis of Façade User Behaviors. In Interactive Storytelling (pp. 168-173). Springer International Publishing.