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Personal profile

Research profile

Martijn Willemsen is an Associate Professor on human decision making in interactive systems in the Human Technology Interaction group at Eindhoven University of Technology (TU/e). Martijn researches the cognitive aspects of Human-Technology Interaction, with a strong focus on judgment and decision making in online environments. His applied research focuses on how online decisions can be supported by recommender systems, and includes domains such as movies, health related decisions and energy-saving measures. From a more theoretical perspective, he has a special interest in process tracing technologies to capture and analyze in detail information processing of decision makers.

His applied research focuses on online consumer decision making including environmental and health decisions and how these can be supported by recommender systems. Recent research has focused on user-centric development and evaluation of recommender systems and the psychological aspects of decision making in recommender systems. Topics include choice overload, the impact of diversification on choice difficulty and choice satisfaction and how memory processes influence rating behavior.

Academic background

Martijn Willemsen holds an MSc in Electrical Engineering and in Technology and Society from TU/e. After obtaining his PhD in the psychology of decision making, he obtained a Veni grant from Dutch national science foundation NOW. He worked as a postdoc at Columbia University, where he developed, together with Eric Johnson, mouselabWEB: an online tool for studying information acquisition processes of decision makers.  

In addition to his position at TU/e, Martijn also teaches in the data science programs of the Jheronimus Academy of Data Science (jads.nl). He is part of the core team of the Customer Journey Research Program in the Data Science Center Eindhoven (DSC/e) and of the Humans and Data research team at JADS, Marienburg. He has regularly contributed book chapters as well as articles to conference publications and journals, including Current Directions in Psychological Science and ACM Transactions on Interactive Intelligent Systems.

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Research Output 1996 2019

Beyond Behavior: The Coach’s Perspective on Technology in Health Coaching

Rutjes, H., Willemsen, M. C. & IJsselsteijn, W. A., 7 Jan 2019, (Accepted/In press) 14 p.

Research output: Contribution to conferencePaperAcademic


Considerations on explainable aI and users’ mental models

Rutjes, H., Willemsen, M. & IJsselsteijn, W., 4 May 2019, (Accepted/In press) Considerations on Explainable AI and Users’ Mental Models. 5 p.

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

Open Access
Social sciences
Human computer interaction

IUIoT: Intelligent user interfaces for IoT

Knijnenburg, B., Bahirat, P., He, Y., Willemsen, M., Sun, Q. & Kobsa, A., 2019, Proceedings of the 24th International Conference on Intelligent User Interfaces: Companion. New York: ACM/IEEE, p. 139-140 2 p.

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademic

User interfaces
Internet of things

Rasch-based tailored goals for nutrition assistance systems

Schäfer, H. & Willemsen, M. C., 2019, Proceedings of the 24th International Conference on Intelligent User Interfaces. New York, NY, USA: ACM/IEEE, p. 18-29 12 p.

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review


Supporting energy-efficient choices using Rasch-based recommender interfaces

Starke, A. D., 26 Feb 2019, Eindhoven: Technische Universiteit Eindhoven. 255 p.

Research output: ThesisPhd Thesis 1 (Research TU/e / Graduation TU/e)Academic

Energy conservation


Cognitive Science

1/09/17 → …


Creative Thinking

1/09/16 → …


Decision theory

1/09/13 → …


HTI Research project

1/09/15 → …


Human in Technology



Student theses

Adaptive advice: adapting a recommender system for energy-saving behaviors to personal differences in decision-making

Author: Knijnenburg, B., 31 Aug 2009

Supervisor: Willemsen, M. (Supervisor 1) & Dellaert, B. G. (Supervisor 2)

Student thesis: Master


Albert Heijn beleef de service met ons mee!

Author: Dalm, W., 31 Oct 2008

Supervisor: Willemsen, M. (Supervisor 1) & Snijders, C. (Supervisor 2)

Student thesis: Master


Ambient-light and sonification feedback to support home-based resistance training for normo- and pre-hypertensive individuals

Author: den Boer, N., 29 Mar 2018

Supervisor: Radha, M. (Supervisor 1), Willemsen, M. (Supervisor 2) & IJsselsteijn, W. (Supervisor 2)

Student thesis: Master


A new method of attitude measurement on touch-screen devices

Author: Li, B., 16 Dec 2016

Supervisor: Willemsen, M. (Supervisor 1) & Zhang, C. (Supervisor 2)

Student thesis: Master


Application of the technology acceptance model: healthcare in Kenya

Author: Toshniwal, O., 30 Sep 2015

Supervisor: Westerink, J. (Supervisor 1) & Willemsen, M. (Supervisor 2)

Student thesis: Master