Dr Annemijn Loermans

Annemijn studies differences in the cognitive representation of abstract concepts (e.g. time, future selves, brands) and explores how these differences drive our (consumer) behaviour, motivation, well-being and emotions.

Staff details

Dr Annemijn Loermans


Lecturer in Marketing, Programme Director, MSc Consumer Behaviour


Institute of Management Studies


a.loermans (@gold.ac.uk)

Annemijn is a Lecturer in Marketing and the Graduate Careers Coordinator for Marketing. Prior to joining Goldsmiths, Annemijn worked as a postdoctoral researcher at ESSEC Business School, in Paris, France. She holds a BA in Social Sciences from Utrecht University, a MSc in Behavioural Science from the Radboud University Nijmegen and a PhD in Psychology from the Vrije Universiteit Amsterdam, all in the Netherlands. 

Annemijn’s research lies at the intersection between marketing, psychology and management. She examines differences in the cognitive representation of abstract concepts, concepts like time, future selves and brands, and explores how these differences drive our (consumer) behaviour, motivation, well-being and emotions. She mainly employs quantitative techniques in studying how people across the world think and talk about time, how people think about who they want to become, and how they perceive brands and products. In identifying and considering the factors that shape these differences, Annemijn devotes special attention to the situated and dynamic character of these factors. With her research, she seeks to contribute to a better understanding of cultural differences, how people navigate career transitions, and how consumers interact with brands and consumer goods.

Publications and research outputs


Bernritter, Stefan F.; Loermans, Annemijn C.; Eigenraam, Anniek and Verlegh, Peeter W.J.. 2022. I am Not What I Like: Endorsing Brands on Social Media Negatively Affects Consumers’ Self-Evaluation. Journal of Interactive Marketing, 57(1), pp. 159-175. ISSN 1094-9968

Loermans, Annemijn C.; de Koning, Björn B. and Krabbendam, Lydia. 2021. Do You Approach Positive Events or Do They Approach You? Linking Event Valence and Time Representations in a Dutch Sample. Journal of Cognition and Culture, 21(3-4), pp. 331-345. ISSN 1567-7095

Strauss, Karoline; Mell, Julija N; Anseel, Frederik and Loermans, Annemijn C.. 2021. Synergy and conflict in visions of the future: A network-based approach to future work selves. Academy of Management Proceedings, ISSN 0065-0668

Research Interests

Embodied cognition and Conceptual Metaphor Theory

(Cross-)cultural and linguistic differences (in, for example, time representation and self-concept)

Future selves

Brand and product anthropomorphism

Quantitative methods