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Veltkamp, M. Dr. (Martijn)

Assistant professor

Availability: Mo
Office: Cubicus, room C 212/214
Telephone: +31 6 15 488 404; 053 – 489 3299 (secretary)

photo by Hester Dove

General Information:

Martijn Veltkamp is Assistant Professor at the department of Communication Science at the University of Twente. In addition, he owns the training and consultancy company Hidden Motor and is author of acclaimed sports psychology books. His main expertises are performance enhancement, motivation, and behavior change.
Veltkamp received his PhD in cognitive social psychology in 2009 at Utrecht University, with research in the area of motivation and goal setting. In order to be closer to the fire of practice, that is, to applying scientific insights into practice so that others can benefit from and use psychological knowledge for themselves, he left academia and worded for 7 years as a Senior Scientist in consumer psychology within the food industry.
Since 2013 Veltkamp started to focus increasingly on one of his main passions: sports, and the question of what mental elements make athletes outperform themselves. In 2015 his successfull debut book ‘De verborgen motor’ was published, awarded most surprising cycling book of the year by national newspaper de Volkskrant. In 2016 the international edition ‘The hidden motor’ was published. In 2018 a new book ‘Leven in cadans’ was published, where the effects of sports on mental well-being is investigated. With his company Hidden Motor, he helps both companies and athletes to investigate how they can increase their performance and motivation, and how to successfully and enduringly change behavior.


  • Performance enhancement
  • Motivation
  • Behavior change
  • Translating science to practice
  • Popular scientific writing

Selected publications:

Veltkamp, M., Anschutz, D. J., Kremers, S. P., & Holland, R. W. (2017). Comparison of food recommendations varying in sustainability: Impact on dietary intake and motivation to follow recommendations. Journal of health psychology, 1359105317718056.

Herrema, A. L., Westerman, M. J., van Dongen, E. J., Kudla, U., & Veltkamp, M. (2017). Qualitative Analysis of Drivers and Barriers to Adhering to an Exercise-Protein Intervention Designed to Counteract Sarcopenia. Journal of Aging and Physical Activity, 1-26.

Salmon, S. J., De Vet, E., Adriaanse, M. A., Fennis, B. M., Veltkamp, M., & De Ridder, D. T. (2015). Social proof in the supermarket: Promoting healthy choices under low self-control conditions. Food Quality and Preference45, 113-120.

Van Rompay, T. J., & Veltkamp, M. (2014). Product packaging metaphors: effects of ambiguity and explanatory information on consumer appreciation and brand perception. Psychology & marketing31(6), 404-415.

van Rompay, T. J., Veltkamp, M., & Pruyn, A. T. (2014). A View from the Inside: Perspective Taking in Object Perception. Sensoria: A Journal of Mind, Brain & Culture10(1).

Bal, P. M., & Veltkamp, M. (2013). How does fiction reading influence empathy? An experimental investigation on the role of emotional transportation. PloS one8(1), e55341.

Veltkamp, M., Custers, R., & Aarts, H. (2011). Motivating consumer behavior by subliminal conditioning in the absence of basic needs: Striking even while the iron is cold. Journal of Consumer Psychology21(1), 49-56.

Veltkamp, M., Aarts, H., & Custers, R. (2009). Unravelling the motivational yarn: A framework for understanding the instigation of implicitly motivated behaviour resulting from deprivation and positive affect. European Review of Social Psychology20(1), 345-381.

Veltkamp, M., Aarts, H., & Custers, R. (2008). On the emergence of deprivation-reducing behaviors: Subliminal priming of behavior representations turns deprivation into motivation. Journal of Experimental Social Psychology44(3), 866-873.

Aarts, H., Custers, R., & Veltkamp, M. (2008). Goal priming and the affective-motivational route to nonconscious goal pursuit. Social cognition26(5), 555-577.

Veltkamp, M., Aarts, H., & Custers, R. (2008). Perception in the service of goal pursuit: Motivation to attain goals enhances the perceived size of goal-instrumental objects. Social Cognition26(6), 720-736.