Femke van Horen

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Free University of Amsterdam

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Free University of Amsterdam

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Free University of Amsterdam

Femke van Horen is Professor of Consumer Behavior and Marketing at the Vrije Universiteit Amsterdam, The Netherlands. She received her PhD from Tilburg University and her research focuses on topics like product imitation, sustainability, and uncertainty. Her work has been published in (among others) Science Advances, Journal of Consumer Research, Journal of Marketing Research, and Journal of Experimental Social Psychology. She received the AMA Research in Practice Award 2019 and she is on the Editorial Board of International Journal of Research in Marketing, for which she received the IJRM Outstanding Reviewer Award in 2023. Femke co-chaired the European Association of Consumer Research (EACR) Conference 2023, hosted in Amsterdam, and is a frequent speaker at Intellectual Property conferences.

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Mastering the Lab: Advanced Analyses for Experimental Research

This dual-focused course is designed to equip participants from various disciplines (behavioral economics, management, medicine, health science, communication, marketing) with the necessary skills to conduct rigorous experimental research and how to analyze data from various experimental designs. Against the backdrop of actual examples from practice and academia, each module of the course centers around a specific experimental design. Participants will learn how to improve these experimental designs and to conduct the appropriate data analysis techniques. The curriculum covers a diverse range of designs and corresponding analyses, including moderation, mediation, conditional processing, co-variate analyses, and logit. Participants will acquire a nuanced understanding of these techniques and their application in research. A part of the course will be devoted to preregistration and open science, addressing contemporary concerns in research integrity.

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