Prof. Dr. Kim Willems

Kim Willems is Professor of Marketing at Vrije Universiteit Brussel, in the Faculty of Social Sciences & Solvay Business School, since 2012. After graduating as MSc Business Engineer, she obtained her PhD on Retail Differentiation Strategies in collaboration with Hasselt University and Vrije Universiteit Belgium. She has experience in academic marketing research in the field of retailing and consumer services, as well as in policy-supporting market research for diverse institutions. 

Kim Willems' research is dedicated to exploring the complex dynamics of consumer behavior. She investigates how to effectively inform, persuade and educate people about the benefits and applications of (digital) innovations to ultimately fully unlock their potential. Her work spans various areas including the impact of emotions such as pleasure and irritation on both online and offline consumer behavior. She examines the role mental imagery in shaping customer experiences within digital environments, as well as the potential of technologies such as virtual reality, augmented reality, and touch interfaces to enhance these experiences.

Kim also focuses on developing strategies to encourage consumers to make more sustainable choices, aligning with the growing need for environmentally conscious consumer behavior. Through her interdisciplinary approach, she aims to contribute to a deeper understanding of consumer behavior and its implications for businesses, policymakers, and society as a whole. Kim Willems initiated several academic and policy-supporting research projects. An overview of these activities can be found at her VUB research portal.