Dr. ir. Hende, E.A. van den

Ellis van den Hende is assistant professor of Innovation Acceptance and Consumer Research at the Faculty of Industrial Design Engineering. Her research interests center on the acceptance of radical and sustainable innovations, both in business and consumption contexts, with storytelling as an important mean. 

Academic Background

She holds an MSc degree (cum laude) and PhD degree (cum laude) in Industrial Design Engineering. After her PhD she worked as an assistant professor of marketing at the Amsterdam Business School of the University of Amsterdam, and was invited to return to IDE. Here she redirected her research to the field of design with a specific focus on storytelling and innovation acceptance.   

Her work has been published in the Journal of Consumer Research, Proceedings of the National Academy of Sciences, Psychological Science, Journal of Product Innovation Management, Psychology and Marketing, and Journal of Cleaner Production. 


  • 2010
    PhD – Really New Stories: The Effect of Early Concept Narratives on Consumer Understanding and Attitudess 

Specialisation / field of research

  • Storytelling and consumer perception
  • Radical innovations
  • Sustainable innovations

Lectures and/or coaches students on

  • Master theses on the acceptance of innovations
  • Design-Driven innovation (undergrad level)
  • Strategic Product Design Research (graduate level)