Amber Priem

Amber Priem is a PhD researcher at imec-SMIT, Vrije Universiteit Brussel, working within the MUX unit under the supervision of Prof. Dr. Nanouk Verhulst and Dr. Malaika Brengman. She holds a Master’s degree in Organisational Psychology and, before starting her PhD, worked for three years in marketing and communication. During this time, she gained experience in market research and communication projects, while also working as a self-employed digital marketer.

Her PhD research focuses on nudging and how digital environments can be designed to support digital wellbeing. In particular, she is interested in understanding how and why digital nudges influence behaviour, and under which circumstances they can effectively encourage behaviours that contribute to people’s wellbeing. Her research pays particular attention to children and young people, who are increasingly growing up in environments where digital technologies are deeply embedded in everyday life.

Social media form an important context within her research. While these platforms can provide valuable opportunities for connection, entertainment, and information, their design is also strongly shaped by the economic value of user engagement. This creates an interesting context for studying digital nudging and wellbeing, as interventions intended to support users may operate within platforms that are simultaneously designed to encourage continued engagement. Amber is interested in understanding how digital nudges can function within these environments and what characteristics make them more or less effective.

Her research combines insights from behavioural science, psychology, and digital media research. Methodologically, she works primarily with quantitative approaches, including experiments and systematic reviews, to examine the effectiveness of digital nudges and the mechanisms underlying their effects. More broadly, her research interests include digital nudging, behavioural change, social media, digital wellbeing, and the design of digital environments that can better support users’ wellbeing.

Alongside her research, Amber is involved in teaching activities within the Department of Business at VUB. She teaches Strategic Marketing and supports courses in Market Research, Marketing, and Academic Writing.