A&F Marketing - Consumer Psychology

Dr. Jasper Machiels

Research Assistant


Jasper Machiels received his M.Sc. in Psychology (main subject: Consumer Behaviour, second subject: Media & Cognition) from the University of Twente, where he wrote his master’s thesis on self-referencing of advertisement stimuli.

He also holds a M.Sc. in Health Sciences (main subject: Prevention & Public Health) from the Free University of Amsterdam. He wrote his master’s thesis during an internship at the University Medical Center Utrecht, where he conducted a meta-analysis on the effectiveness of self-management interventions for COPD patients.

On 25th of April 2018 Jasper Machiels succesfully defended his dissertation with the title „Message on a bottle: Essays on the design of (beverage) packaging“.


  • Machiels, C.J.A. (2019): Bittersweet Findings: Round Cups Fail to Induce Sweeter Taste. In: Ferreira, M. M. (Ed.), Beverage Sensory Modification (pp. 63-73). MDPI Books. ISBN: 978-3-03921-393-1, reprinted from: Beverages 2018, 4, 12.

  • Machiels, C.J.A., Yarar, N., and Orth, U.R. (2019). Symbolic Meaning in Beverage Packaging and Consumer Response. In: Grumezescu, A. & Holban, A.-M. (Eds.), Trends in Beverage Packaging (pp. 73-104). Academic Press. doi: https://doi.org/10.1016/B978-0-12-816683-3.00004-9

  • Yarar, N., Machiels, C. J. A., & Orth, U. R. (2019). Shaping up: How package shape and consumer body conspire to affect food healthiness evaluation. Food Quality and Preference, 75, 209-219. doi: https://doi.org/10.1016/j.foodqual.2019.03.004

  • Machiels, C. J. A., & Orth, U. R. (2019). Multisensory Packaging Design across Cultures. In: Velasco, C. & Spence, C. (Eds.), Multisensory Packaging: Designing New Product Experiences (pp. 287-315). Palgrave Macmillan, Cham.

  • Machiels, C. J. A. (2018). Bittersweet findings: Round cups fail to induce sweeter taste. Beverages, 4(1) 12.

  • Machiels, C. J. A. & Orth, U. R. (2017). Verticality in product labels and shelves as a metaphorical cue to quality. Journal of Retailing and Consumer Services, 37, 195-203.

  • Machiels, C. J. A. & Karnal, N. (2016). See how tasty it is? Effects of symbolic cues on product evaluation and taste. Food Quality and Preference, 52, 195-202.

  • Karnal, N., Machiels, C. J. A., Orth, U. R., & Mai, R. (2016). Healthy by design, but only when in focus: Communicating non-verbal health cues through symbolic meaning in packaging. Food Quality and Preference, 52, 106-119.


  •  "Ist der Wissenschaft noch zu trauen? Erkenntnisse aus der Replizierbarkeitskrise der Psychologie“
    Vortrag im Rahmen der Veranstaltungsreihe „Marketingimpulse“, Marketing-Club Schleswig-Holstein, CAU Kiel, 10 Oktober 2017.

  • "Verführt durch Symbolik - Wie Verpackungen zum Kauf verleiten"
    Vortrag im Rahmen der Vortragsreihe Wirtschaftspsychologie, Berufsverband Deutscher Psychologinnen und Psychologen, Landesgruppe Mitteldeutschland, Dresden, 22 September 2016.

  • “Die Metapher schmeckt mir nicht: Effekte symbolischer Produktbilder auf Produktwahrnehmung und Geschmack“
    Presentation and Poster at the 4th German Days of Sensory Sciences, Dresden, 08-09 Oktober 2015.


  • Honored as Junior Sensory Scientist 2015 and winner of the Advancement Award for Junior Sensory Scientists by the German Society of Sensory Studies (Deutsche Gesellschaft für Sensorik, DGSens).