PhD position: Uncovering washing: Understanding consumers’ detection abilities

Are you passionate about understanding why consumers fall for misleading marketing claims, and about contributing to a more sustainable, healthy and animal-friendly society? Then this PhD position may be something for you!

In this PhD project, you will investigate washing— a deceptive marketing technique used by organizations to mislead consumers by claiming to take more responsibility for issues like the environment, consumers’ health, and animal welfare than they actually take. These washing practices successfully deceive consumers at the cost of health and sustainability.

You will delve into the psychological factors that impair consumers' ability to detect such deceptive claims. The project will develop and test a Washing Detection Model to better understand when and why consumers are vulnerable to washing. In the second phase of the project, you will design and evaluate a model-based intervention aimed at empowering consumers to recognize and resist washing tactics. This means not just understanding the problem, but actively contributing to the solution.

This PhD project is part of a larger research initiative focused on detecting washing practices. You will be working in a dynamic, interdisciplinary environment that values collaboration, curiosity, and impact-driven research. If you’re passionate about psychology, marketing ethics, and driving positive change, this PhD position offers a unique opportunity to make a lasting contribution.

We encourage high responsibility and independence, while collaborating with colleagues, researchers, other university staff and partners. We follow the terms of employment by the Dutch Collective Labour Agreement for Universities (CAO). Our offer includes: a full-time, 4-year PhD position with a qualifying evaluation in the first year; excellent mentorship in a stimulating research environment with excellent facilities; and a personal development program within the Twente Graduate School. It also includes:

• Gross monthly salary of €3,059 in the first year, increasing each year up to €3,881 in the fourth year;
• Excellent benefits including a holiday allowance of 8% of the gross annual salary, an end-of-year bonus of 8.3%, and a solid pension scheme;
• 29 holidays per year in case of full-time employment;
• A training programme as part of the Twente Graduate School where you and your supervisors will determine a plan for a suitable education and supervision;
• A green campus with free access to sports facilities and an international scientific community;
• A family-friendly institution that offers parental leave (both paid and unpaid);
• A full employee status at the University of Twente (UT), including pension, healthcare benefits, and favourable secondary conditions as outlined in the CAO-NU collective labour agreement for Dutch universities.

Your PhD position is in the section of Psychology of Conflict, Risk and Safety at the UT – which offers a cooperative, stimulating and international environment. Our section’s focus is on the increased prevalence of societal and ecological developments and events that threaten citizens’ and professionals’ experience of psychological, physical and/or societal safety and which challenges their resilience. We take an interdisciplinary approach to understand and develop (technology-based) interventions to counter such threats, combining (social) psychological perspectives with those from others such as communication sciences, public administration, criminology and law. We have a longstanding collaboration with societal and academic organisations vested in conflict management (e.g. mediation in judicial cases, Perspectief Herstelbemiddeling) and physical and social safety (e.g. Dutch Police (Academy), Centre for Security and Digitalization in Apeldoorn, VU-UT alliance for creating safe and secure societies). Various resources and infrastructures at the UT will enable excellent opportunities for research and education, in particular the BMS resilience research group, and the BMSLab.