Sake Jan Velthuis, MSc. has been intrigued with human decision-making ever since he discovered that people make irrational decisions in a predictable way. He graduated cum laude from the University of Amsterdam in 2015 with a specialty in consumer behaviour. After a slight detour, he resumed his academic career and started a PhD research project, trying to discover how friendships between bartenders and their guests develop. For the rest of the week, he teaches a minor in neuromarketing.

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Sake Jan Velthuis

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Before embarking on his academic pursuits, Sake Jan gained valuable practical experience as a bartender during his studies at Hotel Management School Leeuwarden. This hands-on experience enriched his understanding of the hospitality industry and provided him with unique insights into bartender-guest relationships. The place where he worked had many regulars with whom he still has a lot of contact, even after 20 years. This became the seed of his PhD project, where he investigated how bartender-guest relationships could grow. In collaboration with researchers from the Experience Lab at BUAS, he is working towards his doctoral title at Tilburg University. With his first research, he received the award for best paper in the Game Changer category at the CHME 2023 conference. 

In his minor, neuromarketing, he teaches students to use psychophysiological measurements to better measure, explain, and predict consumer behaviour. Students utilise hardware and software to track eye movement, facial expression, brain waves, skin conductance, and more. This is done in combination with surveys. Research is not the goal but a means to better design marketing solutions for real-life clients. He is a member of the academic committee of the Neuro Marketing Science and Business Association and a member of the programme committee of the Neuromarketing World Forum.

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