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Pruyn, Prof.dr. A.T.H. (Ad)


Availability: Mo . / Tu. / We. / Fr.
Office: Cubicus, room C 202
Telephone: 053 – 489 2769; 053 – 489 3299 (secretary)
e-mail: a.t.h.pruyn@utwente.nl


Ad Pruyn obtained his PhD in (experimental and social) psychology at the University of Groningen (The Netherlands) in 1986. He pursued his career at the Rotterdam School of Management (Erasmus University) where he worked as an Associate Professor of Consumer Behaviour for 15 years. He is currently employed as Professor of Marketing Communication and Consumer Behaviour at the Faculty of Behavioural Sciences, University of Twente (The Netherlands). Areas of interest include Time and Consumer Behaviour, the Dynamics of Social Influence, and Relationship Management in the Service Industry.

More specifically, he has (co-)published a variety of studies on Customers’ Reactions to Waiting and Delay, Social Dilemmas in Advertising, Corporate Image and Corporate Identification, and Effective Selling. He was also co-author of the book “Sociale Psychologie voor Managers” [Social Psychology for Managers, Pruyn & Wilke, 2001].

As guest professor/visiting scholar he has worked at the Shanghai University of Technology (PRC), the University of California in Los Angeles (USA), Universitas Indonesia (Jakarta), ESADE Barcelona (Spain), Warsaw School of Economics (Poland), and the University of Innsbruck (Austria).


  • Marketing communication and consumer behaviour, code 240211
  • Communication and service organisations, code 240511
  • Social Psychology for Managers, code 247060
  • Persuasive Communication, code 240250


Present research focuses on three themes:

  • Social influence in the marketing context. The research concentrates on persuasive communication in sales and advertising, the psychology of waiting, and conscious and unconscious influences on consumer behaviour.
  • Healing environments. Research into the influence of the interior (the environmental design) on the well-being of consumers of care, and healthcare marketing orientation.
  • Communication of and within (service) organisations and quality of service. The research focuses on the design of waiting areas and the management of time perceptions, (internal) communications and organisational identification, and the role, function and effect of ICT in commercial communications.

Functions and memberships

  • Board member NESCoR, the national (Royal Netherlands Academy of Arts and Sciences (KNAW)) research school of Communication Science (2001-2009)
  • Member Advisory Council IBR (Institute for Behavioural Research, UT) (2004-2011)
  • Director TWICoR, the Twente division of the national (communications) research school (2002-2009)
  • Member ACR (Association for Consumer Research)
  • Member EMAC (European Marketing Academy)
  • Member ASPO (Association of Social-Psychological Researchers) (Board member 1991-1999)
  • Member European Association of Experimental Social Psychology (EAESP)

Selection of typical publications

Okken, V., T. van Rompay & A. Pruyn; When the world is closing in: Effects of perceived room brightness and communicated threat during patient-physician interaction. Health Environments Research & Design Journal, 7 (1), 2013, p. 37-53.

Sleegers, P.J.C., N. Molenaar, M. Galetzka, A. Pruyn, B. Sarroukh & B. van der Zande; Lighting affects students’ concentration positively: Findings from three Dutch studies. Lighting Research and Technology, 45, 2013, p. 159-175.

Okken, V., T. van Rompay & A. Pruyn; Room to move: On spatial constraints and self-disclosure during intimate conversations. Environment and Behavior, 45 (6), 2013, p. 737-760.

Rompay, T.J.L. van, J. Krooshoop, J. Verhoeven & A. Pruyn; With or without you: Interactive effects of retail density and need for affiliation on shopping pleasure and spending. Journal of Business Research, 65 (8), 2012, p. 1126-1131.

Okken, V., T. van Rompay & A. Pruyn; Exploring space in the consultation room: Environmental influences during patient-physician interaction. Journal of Health Communication, 17 (4), 2012, p. 397-412.

Fransen, M.L., B. Fennis, A. Pruyn & K. Vohs; When fit fosters favoring: The role of private self-focus. Journal of Experimental Social Psychology,47 (1), 2011, p. 202-207.

Rompay, T. van & A. Pruyn; When visual product features speak the same language: Effects of shape-typeface congruence of brand perception and price expectations. Journal of Product Innovation Management, 28 (4), 2011, p. 599-610.

Janssen, L., B. Fennis & A. Pruyn; Forewarned is forearmed: Conserving selfcontrol strength to resist social influence. Journal of Experimental Social Psychology, 46, 2010, p. 911-921.

Fransen, M.L., B. Fennis & A. Pruyn; Matching communication modalities: The effects of modality congruence and processing style on brand evaluation and brand choice. Communication Research, 37 (4), 2010, p. 576-598.

Bartels, J., A. Pruyn, M. de Jong, O. Peters & M. van der Molen; Horizontal and vertical communication as determinants of professional and organizational identification. Personnel Review, 39 (2), 2010, p. 210-226.

Bartels, J., A. Pruyn & M. de Jong; Employee identification before and after an internal merger: A longitudinal analysis. Journal of Occupational and Organizational Psychology, 82 (1), 2009, p. 113-128.

Verhoeven, J., T. van Rompay & A. Pruyn; The price façade: Symbolic and behavioural cues in service environments. International Journal of Hospitality Management, 28, 2009, p. 604-611.

Rompay, T.J.L. van, M. Galetzka, A. Pruyn & J. Moreno Garcia; Human and spatial dimensions of retail density: Revisiting the role of perceived control. Psychology and Marketing, 25 (4), 2008, p. 319-335.

Janssen, L., B. Fennis, A. Pruyn & K. Vohs; The path of least resistance: Regulatory resource depletion’s role in the effectiveness of social influence techniques. Journal of Business Research, 61, 2008, p. 1041-1045.

Fransen, M.L., B. Fennis, A. Pruyn & E. Das; Rest in peace? The influence of brand-induced mortality salience on consumer behaviour. Journal of Business Research, 61, 2008, p. 1053-1061.

Dijkstra, K., M. Pieterse & A. Pruyn; Individual differences in reactions towards color in healthcare environments: The role of stimulus screening ability. Journal of Environmental Psychology, 28, 2008, p. 268-277.

Dijkstra, K., M. Pieterse & A. Pruyn; Stress-reducing effects of indoor plants in the built healthcare environment: the mediating role of perceived attractiveness. Preventive Medicine, 47, 2008, p. 279-283

Bartels, J., M. de Jong, A. Pruyn & I. Joustra; Communicatieklimaat, externe waardering en organisatie-identificatie op verschillende organisatieniveaus. Tijdschrift voor Communicatiewetenschap, 35(3), 2007, p.249-263.

Fennis, B.M. & A. Pruyn; You are what you wear: Brand personality influences on consumer impression formation. Journal of Business Research, 60, 2007, p. 634 – 639.

Bartels, J., A. Pruyn, M. de Jong & I. Joustra; Multiple organizational identification levels and the impact of perceived external prestige and communication climate. Journal of Organizational Behavior, 28, 2007, p. 173 – 190.

Dijkstra, K., M. Pieterse & A. Pruyn; Physical environmental stimuli that turn healthcare facilities into healing environments through psychologically mediated effects: systematic review. Journal of Advanced Nursing, 56(2), 2006, p. 166 – 181.

Galetzka, M., J. Verhoeven & A. Pruyn; Service validity and service reliability of search, experience and credence services: A scenario study. International Journal of Service Industry Management, 17(3), 2006, p. 271 – 283.

Bartels, J., R. Douwes, M. de Jong, & A. Pruyn; Organizational identification during a merger: Determinants of employees’ expected identification with the new organization. British Journal of Management, 17(3), 2006, p. 49-67.

Fennis, B.M., E. Das & A. Pruyn; Interpersonal communication and compliance: The Disrupt-Then-Reframe technique in dyadic influence settings. Communication Research, 33(2), 2006, p. 136-151.

Fennis, B.M., E. Das & A. Pruyn; If you can’t dazzle them with brilliance, baffle them with nonsense: Extending the impact of the disrupt-then-reframe technique of social influence. Journal of Consumer Psychology, 14 (3), 2004, p. 280-290.

Pruyn, J.F.A., H. Heule-Dieleman, P. Knegt, F. Mosterd, M. van Hest, H. Sinnige, A. Pruyn & M. de Boer; On the enhancement of efficiency in care for cancer patients in outpatient clinics: An instrument to accelerate psychosocial screening and referral. Patient Education and Counseling, 53, 2004, p. 135-140.

Pruyn, A.Th.H. & D. Ricketts; Fidelidad del cliente en servicios ‘dolorosos’: Cómo mantener motivado al paciente para que siga un tratamiento periodontal. Periodoncia y Osteointegración, 12(2), 2002, p. 107-118.

Smidts, A., A. Pruyn & C. van Riel; The impact of employee communication and perceived external prestige on organizational identification. Academy of Management Journal, 49(5), 2001, p. 1051-1062.

Pruyn, A.T.H. & R. Riezebos; The effects of awareness of social dilemmas on advertising budget setting: A scenario study. Journal of Economic Psychology, 22, 2001, p. 43-60.

Pruyn, A.T.H., & H. Wilke; Sociale Psychologie voor Managers [Social Psychology for Managers]. Houten (the Netherlands): Bohn Stafleu Van Loghum, 2001.

Raaij, W.F. van & A. Pruyn; Customer control and evaluation of service validity and reliability. Psychology and Marketing, 15/8, 1998, p. 811-832.

Pruyn, A.T.H. & A. Smidts; Effects of waiting on the satisfaction with the service: Beyond objective time measures. International Journal of Research in Marketing, 15/4, 1998, p.321-334.

Wierenga, B., A. Pruyn & E. Waarts; The key to successful euromarketing: Standardization or customization? Journal of International Consumer Marketing, 8, no. 3/4, 1996, p. 39-67.

Pruyn, A.T.H.; Performance and Activation under Social Evaluation. Delft: Eburon, 1986 (dissertation).

Knippenberg, A. van, A. Pruyn & H. Wilke; Intergroup perception in individual and collective encounters. European Journal of Social Psychology, 1982, 12, p. 187-193.