Associate Professor

Martijn Willemsen

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Research Profile

Martijn Willemsen is an Associate Professor on human decision making in interactive systems in the Human Technology Interaction group at Eindhoven University of Technology (TU/e). Martijn researches the cognitive aspects of Human-Technology Interaction, with a strong focus on judgment and decision making in online environments. His applied research focuses on how online decisions can be supported by recommender systems, and includes domains such as movies, health related decisions and energy-saving measures. From a more theoretical perspective, he has a special interest in process tracing technologies to capture and analyze in detail information processing of decision makers.

His applied research focuses on online consumer decision making including environmental and health decisions and how these can be supported by recommender systems. Recent research has focused on user-centric development and evaluation of recommender systems and the psychological aspects of decision making in recommender systems. Topics include choice overload, the impact of diversification on choice difficulty and choice satisfaction and how memory processes influence rating behavior.

Academic Background

Martijn Willemsen holds an MSc in Electrical Engineering and in Technology and Society from TU/e. After obtaining his PhD in the psychology of decision making, he obtained a Veni grant from Dutch national science foundation NOW. He worked as a postdoc at Columbia University, where he developed, together with Eric Johnson, mouselabWEB: an online tool for studying information acquisition processes of decision makers.  

In addition to his position at TU/e, Martijn also teaches in the data science programs of the Jheronimus Academy of Data Science (jads.nl). He is part of the core team of the Customer Journey Research Program in the Data Science Center Eindhoven (DSC/e) and of the Humans and Data research team at JADS, Marienburg. He has regularly contributed book chapters as well as articles to conference publications and journals, including Current Directions in Psychological Science and ACM Transactions on Interactive Intelligent Systems.

Educational Activities

  • Final Project Bachelor Psychology & Technology
  • Programming for Psychology and Technology
  • Human in Technology
  • Supercrunchers: The human in an Era of Data Science
  • Professional Experience: Research, Design, or Business
  • Decision theory

Ancillary Activities

No ancillary activities