Research team
Expertise
Glen Joris is a communication scientist at the University of Antwerp, where he works as a postdoctoral researcher and lab manager at the Antwerp Social Lab. He supports researchers in conducting psychophysiological and behavioural studies, driven by a broad interest in social science methodology and experimental techniques. His research focuses on the interaction between digital technologies and users, with particular attention to algorithms, news diversity, disinformation, and data privacy. Glen obtained his PhD at Ghent University (imec-mict-UGent), where he studied how recommender algorithms can promote exposure to diverse news content. His work combined systematic literature reviews, surveys, and large-scale web-based experiments. Glen is involved in several research projects. He is project manager of the FWO project Interacting Minds, Interacting Bodies (2022–2026) on psychophysiological sensor technologies, and works as a postdoctoral researcher on the Horizon Europe project EYE-TEACH (2025–2028), which explores eye-tracking and AI in education. He was also the principal proposal writer for COM-PRESS (2022–2025) on disinformation and image manipulation, Solid4Media (2023–2026) on decentralised data management in the media sector, and MIA (2025–2026) on implicit brand associations in the advertising industry.
Measuring implicit brand associations with autonomic nervous activity.
Abstract
In consumer research, measuring consumers' implicit emotional responses and attitudes toward marketing materials (e.g., brands) is essential for understanding the processes underlying their decision-making. This project introduces a new method for assessing implicit brand associations by capturing autonomic nervous system activity. Using wearable, non-invasive sensors, the method monitors physiological signals, including skin conductance and pupil dilation, which reflect unconscious cognitive-emotional responses. Unlike neuroimaging techniques (e.g., EEG or fMRI) that require specialized equipment and expertise, this approach emphasizes accessibility and scalability. By leveraging autonomic markers as indicators of implicit processes, researchers can measure brand associations efficiently and with high ecological validity, making the method suited for large-scale applications, including in the advertising industry.Researcher(s)
- Promoter: Poels Karolien
- Co-promoter: Joris Glen
- Co-promoter: Rudnicki Konrad
Research team(s)
Project type(s)
- Research Project