Inaugural Lecture by Femke van Horen (Vrije Universiteit Amsterdam)
Research fellow Femke van Horen (Vrije Universiteit Amsterdam) will publicly accept her appointment as Professor of Consumer Behavior on Friday January 23, 2026.
Paradigm Shifts in Understanding Consumers: From Fixed Assumptions to Contextual Realities
Consumers often behave differently than we expect. Their choices are strongly influenced by the situation and are sometimes even irrational. When we realize that reality often works differently than we think, it forces us to reconsider our fixed assumptions. In her inaugural lecture, Professor of Consumer Behavior Femke van Horen demonstrates how assumptions in trademark law and business need to be re-examined.
Van Horen demonstrates, for example, that - contrary to prevailing belief - more similarity isn't always better: when packaging (such as Freeway Cola) or a radical innovation (such as a plant-based steak or a robot) too closely resembles something we already know (Coca-Cola, beef steak, humans), consumers actually judge it more negatively. Too close is counterproductive. These insights demonstrate that those who cling to fixed ideas miss how consumers actually react in practice. In an age of populism, openness and adaptability are essential.
Inauguration details
The ceremony will start promptly at 15:45 in the Aula of Vrije Universiteit Amsterdam. The inaugural lecture can also be followed online. Find all information here: Inaugural lecture prof.dr. F. van Horen - Vrije Universiteit Amsterdam.