Femke van Horen is Professor of Consumer Behavior at the Marketing Department of the school of Business and Economics of Vrije Universiteit Amsterdam. Femke has three main lines of research. In her first line, she investigates the effectiveness of product imitation strategies (copycatting). Her second line of research focuses on how environmental uncertainty (e.g., uncertainty caused by economical crisis, elections) affects consumer decision-making. In her third line she investigates how nudging methods can be used to increase sustainable behavior.

Awards:
Outstanding Reviewer Award, International Journal of Research in Marketing (IJRM)
Winner, American Marketing Association CB SIG Research in Practice Award 2019 for the article: “Out-of-Category Brand Imitation: Product Categorization Determines Copycat Evaluation,” published in Journal of Consumer Research.
Finalist, Best Paper Award, La Londe Conference (2nd prize).
Finalist, PIM Dutch Marketing Science Award.

Keywords:
product imitation, sustainability, uncertainty, consumer behaviour.