When should we use virtual reality? Comparing immersive and non-immersive perspective-taking in poverty simulations
Bos, S., Brüggen, E., Heller, J., van der Werf, M.
Under Review2nd roundTarget journal: Computers in Human Behavior
Dr. Jonas Heller
Tenured Assistant Professor (Universitair Docent 1), Marketing
Department of Marketing & Supply Chain Management, School of Business and Economics, Maastricht University
Universitair Docent 1 is the tenured senior rank below Associate Professor in the Dutch academic system.
Research on data-driven marketing decision making, combining experimental and econometric methods with digital and immersive technologies such as artificial intelligence, augmented reality, and virtual reality. Through DEXLab and the LIT Network, building research and innovation infrastructures that connect academia, industry, and small and medium-sized enterprises.
30 peer-reviewed journal articles · 39 research outputs in total · 35 conference contributions and keynotes
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Professional Experience
Tenured Assistant Professor (Universitair Docent 1)
Oct 2020 – PresentMaastricht University
Department of Marketing & Supply Chain Management, School of Business and Economics
- Co-Founder & Scientific Director of DEXLab — the first innovation laboratory at SBE focusing on AR, VR, AI, service robots, and neuroscientific tools (EEG, GSR, eye-tracking)
- Co-Founder of Limburg Immersive Technology Network (LIT Network)
Scientific Researcher
Jul 2022 – Feb 2023Jimdo (remote)
Research collaborations with academic institutes & quantitative data collection & analysis
Post-doctoral Researcher
Oct 2019 – Oct 2020Brightlands Institute for a Smart Society (BISS), Maastricht University
Academic Tutor & Research Assistant
Mar 2016 – Sep 2019University of New South Wales (UNSW), School of Marketing
Academic Tutor & Lecturer
Apr 2014 – Jan 2016Maastricht University, Marketing & Supply Chain Management
Project Manager Logistics Services
Jun 2014 – Aug 2014Zalando HQ, Berlin
Process Manager
Feb 2014 – Apr 2014Zalando, Mönchengladbach
Project Manager Logistics Services
Feb 2013 – Jan 2014Zalando HQ, Berlin
Academic Degrees
Ph.D. in Marketing
Mar 2016 – Sep 2019University of New South Wales (UNSW)
Thesis: "Augmented reality's impact on consumer decision making in frontline services"
Top 10% dissertation · Dean's Award for Outstanding Dissertation
Supervisors: A/Prof. Mathew Chylinski & Prof. Ko de Ruyter
M.Sc. in International Business: Supply Chain Management
Feb 2014 – Aug 2015Maastricht University
Cum laude · Top 5% Master thesis
B.Sc. in International Business
Sep 2009 – Aug 2012Maastricht University
Major: Supply Chain Management · Minor: Finance
Publications
Manuscripts Under Review
4Perspective-taking and meaning-making among public policy professionals experiencing an immersive poverty narrative
Bos, S., Brüggen, E., Heller, J., van der Werf, M.
Under Review2nd roundTarget journal: Humanities and Social Sciences Communications
From augmentation to autonomization: A longitudinal multiple case study of dynamic capability development for AI-enabled procurement transformation
Herold, S., Heller, J., Rozemeijer, F., Mahr, D.
Revise and ResubmitMajor revisionTarget journal: Journal of Supply Chain Management
Effective immediately? A mixed-methods study of immediate feedback in virtual reality training systems
Di Palma, R., Beausaert, S., Mahr, D., Hilken, T., Heller, J.
Under ReviewTarget journal: International Journal of Human–Computer Interaction
Manuscripts in Preparation
3Enterprise metaverse meetings: The role of device heterogeneity for creative teams' performance and perception
Heller, J., Hilken, T., Aliman, D. N., Hennig-Thurau, T.
In PreparationTarget journal: Academy of Management Journal
Meeting your future self: Exploring the impact of augmented reality on psychological connectedness and financial decision-making
Heller, J., Hilken, T., Mahr, D., Brüggen, E.
In PreparationTarget journal: Journal of Marketing Research
You win some, you lose some: Performing a cognitive task in virtual reality increases task enjoyment but decreases task performance
Heller, J., Köcher, S., Ciuchita, R., Köcher, S.
In PreparationTarget journal: Computers in Human Behavior
Journal Articles
28Using customized, conversational AI agents in leadership and management research: Benefits, practical illustrations, and best practices
Becker, M., de Jong, D., Briker, R., Mennens, K., Heller, J., Mahr, D., Grewal, D.
2026 · The Leadership Quarterly 37 (3), 101952
Brave new procurement deals: An experimental study of how generative artificial intelligence reshapes buyer–supplier negotiations
Herold, S., Heller, J., Rozemeijer, F., Mahr, D.
2025 · Journal of Purchasing and Supply Management 31 (4), 101012
Customer Engagement in Utilitarian vs. Hedonic Service Contexts
Barrett, J. A. M., Jaakkola, E., Heller, J., Brüggen, E. C.
2025 · Journal of Service Research 28 (4), 614-633
Does using augmented reality in online shopping affect post-purchase product perceptions? A mixed design using machine-learning based sentiment analysis, lab experiments, and focus groups
Dong, X., Hu, C., Heller, J., Deng, N.
2025 · International Journal of Information Management 82, 102872
Does Using Virtual Reality to Enhance Students'Presentation Skills Work? The Role of Feedback and Presence
di Palma, R., Beausaert, S., Mahr, D., Heller, J., Hilken, T.
2025 · Journal of Computer Assisted Learning 41 (5)
Exploring the impact of augmented reality smart glasses on worker well-being in warehouse order picking
Windhausen, A., Heller, J., Hilken, T., Mahr, D., di Palma, R., Quintens, L.
2024 · Computers in Human Behavior 155, 108153
Immersion or social presence? Investigating the effect of virtual reality immersive environments on sommelier learning experiences
Moonen, N., Heller, J., Hilken, T., Han, D. I. D., Mahr, D.
2024 · Journal of Wine Research 35 (2), 101-118
The 4C framework: Towards a holistic understanding of consumer engagement with augmented reality
Rauschnabel, P. A., Felix, R., Heller, J., Hinsch, C.
2024 · Computers in Human Behavior 154, 108105
An interdisciplinary Co-authorship networking perspective on AR and human behavior: Taking stock and moving ahead
Heller, J., Mahr, D., de Ruyter, K., Schaap, E., Hilken, T., Keeling, D. I., Chylinski, M., Flavián, C., Jung, T., Rauschnabel, P. A.
2023 · Computers in Human Behavior 143, 107697
Closing the Customer Imagination Gap with Augmented and Virtual Reality
Hilken, T., Heller, J., Mahr, D.
2023 · NIM Marketing Intelligence Review 15 (2), 30-35
More than meets the eye: In-store retail experiences with augmented reality smart glasses
Pfeifer, P., Hilken, T., Heller, J., Alimamy, S., di Palma, R.
2023 · Computers in Human Behavior 146, 107816
Sports venue digital twin technology from a spectator virtual visiting perspective
Glebova, E., Book, R., Su, Y., Peric, M., Heller, J.
2023 · Frontiers in Sports and Active Living 5
Bridging Imagination Gaps on the Path to Purchase with Augmented Reality: Field and Experimental Evidence
Hilken, T., Heller, J., Keeling, D. I., Chylinski, M., Mahr, D., de Ruyter, K.
2022 · Journal of Interactive Marketing 57 (2), 356-375
Disrupting marketing realities: A research agenda for investigating the psychological mechanisms of next‐generation experiences with reality‐enhancing technologies
Hilken, T., Keeling, D. I., Chylinski, M., de Ruyter, K., Golf-Papez, M., Heller, J., Mahr, D., Alimamy, S.
2022 · Psychology & Marketing 39 (8), 1660-1671
Embracing Falsity through the Metaverse: The Case of Synthetic Customer Experiences
Golf-Papez, M., Heller, J., Hilken, T., Chylinski, M., de Ruyter, K., Keeling, D. I., Mahr, D.
2022 · Business Horizons 65 (6), 739-749
Exploring the frontiers in reality-enhanced service communication: from augmented and virtual reality to neuro-enhanced reality
Hilken, T., Chylinski, M., de Ruyter, K., Heller, J., Keeling, D. I.
2022 · Journal of Service Management 33 (4/5), 657-674
How to strategically choose or combine augmented and virtual reality for improved online experiential retailing
Hilken, T., Chylinski, M., Keeling, D. I., Heller, J., de Ruyter, K., Mahr, D.
2022 · Psychology & Marketing 39 (3), 495-507
Tangible Service Automation: Decomposing the Technology-Enabled Engagement Process (TEEP) for Augmented Reality
Heller, J., Chylinski, M., de Ruyter, K., Keeling, D. I., Hilken, T., Mahr, D.
2021 · Journal of Service Research 24 (1), 84-103
Augmented reality marketing: A technology-enabled approach to situated customer experience
Chylinski, M., Heller, J., Hilken, T., Keeling, D. I., Mahr, D., de Ruyter, K.
2020 · Australasian Marketing Journal 28 (4), 374-384
Seeing with the Customer’s Eye: Exploring the Challenges and Opportunities of AR Advertising
de Ruyter, K., Heller, J., Hilken, T., Chylinski, M., Keeling, D. I., Mahr, D.
2020 · Journal of Advertising 49 (2), 109-124
The playground effect: How augmented reality drives creative customer engagement
Jessen, A., Hilken, T., Chylinski, M., Mahr, D., Heller, J., Keeling, D. I., de Ruyter, K.
2020 · Journal of Business Research 116, 85-98
ExerStart: helping seniors be active and independent for less
van Esch, P., Duffy, S. M., Teufel, J., Northey, G., Elder, E., Frethey-Bentham, C., Cook, T. B., Heller, J.
2019 · Journal of Social Marketing 9 (2), 146-160
Let Me Imagine That for You: Transforming the Retail Frontline Through Augmenting Customer Mental Imagery Ability
Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., Keeling, D. I.
2019 · Journal of Retailing 95 (2), 94-114
The effects of inner packaging color on the desirability of food
van Esch, P., Heller, J., Northey, G.
2019 · Journal of Retailing and Consumer Services 50, 94-102
Touching the Untouchable: Exploring Multi-Sensory Augmented Reality in the Context of Online Retailing
Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., Keeling, D. I.
2019 · Journal of Retailing 95 (4), 219-234
What's Mine Is a Hologram? How Shared Augmented Reality Augments Psychological Ownership
Carrozzi, A., Chylinski, M., Heller, J., Hilken, T., Keeling, D. I., de Ruyter, K.
2019 · Journal of Interactive Marketing 48 (1), 71-88
Making omnichannel an augmented reality: the current and future state of the art
Hilken, T., Heller, J., Chylinski, M., Keeling, D. I., Mahr, D., de Ruyter, K.
2018 · Journal of Research in Interactive Marketing 12 (4), 509-523
The Moderating Influence of Country of Origin Information Seeking on Homophily and Product Satisfaction
van Esch, P., Northey, G., Duffy, S., Heller, J., Striluk, M.
2018 · Journal of Promotion Management 24 (3), 332-348
Review Articles
2Dynamic capabilities for digital procurement transformation: a systematic literature review
Herold, S., Heller, J., Rozemeijer, F., Mahr, D.
2023 · International Journal of Physical Distribution & Logistics Management 53 (4), 424-447
It is Really Not a Game: An Integrative Review of Gamification for Service Research
Ciuchita, R., Heller, J., Köcher, S., Köcher, S., Leclercq, T., Sidaoui, K., Stead, S.
2023 · Journal of Service Research 26 (1), 3-20
Book Chapters
4Immersive Environments
Glebova, E., Heller, J.
2026 · International Encyclopedia of Business Management, 567-575
Immersion and regulation: Extended reality technologies, their impact on innovation and policy recommendations
Mahr, D., Heller, J., Hilken, T.
2025 · In P. Verduyn (Ed.), SEM Policy Brief Collection — Digitalisation: EU Digital Services Act, Maastricht University Press, 69-76
The customer loyalty journey - technology enabled loyalty touchpoints
Chylinski, M., Heller, J.
2022 · Handbook of Research on Customer Loyalty, 42-54
Too Real for Comfort: Measuring Consumers’ Augmented Reality Information Privacy Concerns
Lammerding, L., Hilken, T., Mahr, D., Heller, J.
2021 · Augmented Reality and Virtual Reality, 95-108
Academic Keynotes
2The next frontier of digital experiences
Di Palma, R., Fung, S., Heller, J., Hilken, T., Mahr, D.
2023 · Frontiers in Services Conference, Maastricht, The Netherlands
KeynoteAuthor 3 of 5
Towards a framework for augmented reality engagement
Rauschnabel, P. A., Felix, R., Heller, J., Hinsch, C.
2022 · 7th International AR/VR Conference, Lisbon, Portugal
KeynoteAuthor 3 of 4
Conference Contributions
33Conceptualizing human–computer interaction in the metaverse: A socio-technical systems approach to embodied interaction
Andonopoulos, V., Heller, J.
2025 · 10th International XR-Metaverse Conference, Maastricht, The Netherlands
ConferenceAuthor 2 of 2
Empathic by design: Can virtual reality change our attitudes and behaviour towards people living in poverty?
Bos, S., Brüggen, E., Heller, J., van der Werf, M.
2025 · 10th International XR-Metaverse Conference, Maastricht, The Netherlands
ConferenceAuthor 3 of 4
Shaping experiences: How avatar customization influences immersion and performance across platforms
Humdi, I., Hilken, T., Heller, J., Mahr, D.
2025 · 10th International XR-Metaverse Conference, Maastricht, The Netherlands
ConferenceAuthor 3 of 4
The future of buying: Immersive technologies to transform purchasing and supply management — A conceptual framework and future research directions
Heller, J., Rozemeijer, F., Mahr, D.
2025 · 10th International XR-Metaverse Conference, Maastricht, The Netherlands
ConferenceAuthor 1 of 3
The role of augmented reality in online retail: Examining control modalities and product types
Heller, J., Hilken, T., Rauschnabel, P. A., Di Palma, R., Mahr, D.
2025 · 10th International XR-Metaverse Conference, Maastricht, The Netherlands
ConferenceAuthor 1 of 5
Understanding individuals' service satisfaction with virtual generative agents through their expressed emotions relative to agent interface and interaction style
Vara Prasad Ravi, J., Meyer, J.-H., Heller, J., Hilken, T., Palau-Saumell, R., Mahr, D.
2025 · 10th International XR-Metaverse Conference, Maastricht, The Netherlands
ConferenceAuthor 3 of 6
Using virtual reality to reimagine service recovery training for frontline employees
Di Palma, R., Mahr, D., Hilken, T., Heller, J., Beausaert, S.
2025 · 10th International XR-Metaverse Conference, Maastricht, The Netherlands
ConferenceAuthor 4 of 5
Virtual Reality for Post-Presentation Stress Recovery: The (De)Stress Virtual Reality Framework
Rott, C., di Palma, R., Saritac, M. E., Pavlidis, I. T., Heller, J.
2025 · XR Metaverse conferentie 2025, Maastricht , Netherlands, 24/06/25
ConferenceAuthor 5 of 5
Virtual time travel: How virtual reality shapes consumer memory and drives nostalgia for past experiences
Hilken, T., Chylinski, M., Heller, J., Alimamy, S., Mahr, D.
2025 · 10th International XR-Metaverse Conference, Maastricht, The Netherlands
ConferenceAuthor 3 of 5
When cyborgs serve better: Improving service quality through brain–computer interface-enhanced frontline employees
Kies, A., Hilken, T., Heller, J., Paluch, S.
2025 · QUIS 2025 — 19th International Research Symposium on Service Excellence in Management, Rome, Italy — Extended abstract
ConferenceAuthor 3 of 4
You win some, you lose some: Performing a cognitive task in virtual reality increases task enjoyment but decreases task performance
Heller, J., Köcher, S., Köcher, S., Ciuchita, R.
2025 · 10th International XR-Metaverse Conference, Maastricht, The Netherlands
ConferenceAuthor 1 of 4
You win some, you lose some: Performing a cognitive task in virtual reality increases task enjoyment but decreases task performance
Heller, J., Köcher, S., Ciuchita, R., Köcher, S.
2025 · 2025 AMA Winter Academic Conference — Competitive paper, Track: Artificial Intelligence and Technology
ConferenceAuthor 1 of 4
“Mind over matter”: Harnessing brain–computer interfaces for enhancing frontline employee performance
Kies, A., Hilken, T., Heller, J., Paluch, S.
2024 · Frontiers in Service Conference, Bordeaux, France
ConferenceAuthor 3 of 4
Immersion or social presence? Investigating the effect of virtual reality immersive environments on sommelier learning experiences
Moonen, N., Heller, J., Hilken, T., Han, D.-I. D., Mahr, D.
2024 · Frontiers in Service Conference, Bordeaux, France
ConferenceAuthor 2 of 5
“Just think about it!”: Exploring brain–computer interfaces for frontline employee use
Kies, A., Hilken, T., Heller, J., Paluch, S.
2023 · Frontiers in Services Conference, Maastricht, The Netherlands
ConferenceAuthor 3 of 4
An interdisciplinary co-authorship networking perspective on AR and human behavior: Taking stock and moving ahead
Heller, J., Schaap, E., Mahr, D., de Ruyter, K., Hilken, T., Keeling, D. I., Chylinski, M.
2023 · Frontiers in Services Conference, Maastricht, The Netherlands
ConferenceAuthor 1 of 7
AR smart glasses: The impact on order pickers' well-being in supply chain logistics
Windhausen, A., Heller, J., Hilken, T., Mahr, D.
2023 · 8th International AR/VR Conference, Las Vegas, USA — Track: When XR Meets the Metaverse
ConferenceAuthor 2 of 4
Creative smart service experiences with augmented reality
Hilken, T., Chylinski, M., Heller, J., de Ruyter, K., Keeling, D. I., Mahr, D.
2023 · Frontiers in Services Conference, Maastricht, The Netherlands
ConferenceAuthor 3 of 6
Exploring the effects of virtual reality presentation skills training on students' motivation outcomes
Di Palma, R., Mahr, D., Hilken, T., Heller, J.
2023 · 8th International AR/VR Conference, Las Vegas, USA — Track: Education, Training & Presentations
ConferenceAuthor 4 of 4
Here, try out this filter: The impact of social media influencers on customer engagement and perceived authenticity of augmented reality marketing
Rössel, R., Hilken, T., Heller, J., Mahr, D.
2023 · 8th International AR/VR Conference, Las Vegas, USA — Track: Marketing/Retail/UX
ConferenceAuthor 3 of 4
Training service employees' communication skills in virtual reality
Di Palma, R., Mahr, D., Beausaert, S., Hilken, T., Heller, J.
2023 · Frontiers in Services Conference, Maastricht, The Netherlands
ConferenceAuthor 5 of 5
The AR–AI interface: Exploring self-based recommender systems in augmented reality for customer decision-making
Schwarz, C., Hilken, T., Heller, J.
2022 · 7th International AR/VR Conference, Lisbon, Portugal — Track: XR Marketing Retail – UX
ConferenceAuthor 3 of 3
Visualizing the future: Exploring the impact of augmented reality on subjective time until retirement and the mediating role of imagining your future self
Heller, J., Brüggen, E., Chylinski, M., de Ruyter, K., Mahr, D., Keeling, D. I.
2022 · 7th International AR/VR Conference, Lisbon, Portugal — Track: XR Psychology & Cognitive Behaviors
ConferenceAuthor 1 of 6
The AR–AI interface: Exploring visual search in augmented reality for enhanced customer decision-making
Zimmermann, A., Hilken, T., Heller, J., Mahr, D., Chylinski, M., Keeling, D. I., de Ruyter, K.
2020 · 6th International AR/VR Conference (online) — Track: Consumer Behavior
ConferenceAuthor 3 of 7
Augment your forces, enlighten your customers: Augmented reality at the organizational frontline
Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., Keeling, D. I.
2019 · 5th International AR/VR Conference, Munich, Germany — Track: Human Resources
ConferenceAuthor 1 of 5
Buyers better be social
Rozemeijer, F., Quintens, L., Heller, J.
2018 · Purchasing and Supply Chain Management: Fostering Innovation
ConferenceAuthor 3 of 3
The effects of inner packaging colour
van Esch, P., Heller, J.
2018 · ANZMAC, Adelaide, Australia — Abstract, Track: Food, Wine and Leisure Marketing — Best Paper Award
ConferenceAuthor 2 of 2
Augmented shopping in a socially situated context: The role of augmentation on purchase decision satisfaction in an online shopping environment
Heller, J., de Ruyter, K., Chylinski, M.
2017 · Competitive Advantages in a Digital Economy (CADE), Venice, Italy
ConferenceAuthor 1 of 3
Religious cognition in social marketing campaigns: Saviour or pariah?
van Esch, P., Northey, G., Yang, S., Heller, J.
2017 · Academy of Marketing Science World Marketing Congress, Christchurch, New Zealand — Competitive paper
ConferenceAuthor 4 of 4
The Role of Women, Sexualization and Objectification in LGBTQ Advertising
van Esch, P., Geisler, A., Kleintop, L., Northey, G., Heller, J.
2017 · Association of Consumer Research conference, San Diego, United States, 26/10/17
ConferenceAuthor 5 of 5
Augmented reality: Consumer saviour or disruptive agent in the retail power pendulum?
van Esch, P., Northey, G., Chylinski, M., de Ruyter, K., Sinha, A., Hilken, T., Heller, J.
2016 · ANZMAC, Christchurch, New Zealand — Competitive paper, Track: Retailing & Distribution
ConferenceAuthor 7 of 7
Buyers better be social: An empirical study on the impact of social media use on buyer's job performance
Heller, J., Rozemeijer, F., Quintens, L.
2016 · IPSERA Conference, Dortmund, Germany
ConferenceAuthor 1 of 3
Topology of Augmented Commerce: The State and Directions for Future Research
Heller, J., Chylinski, M., Northey, G., de Ruyter, K., Sinha, A., van Esch, P., Hilken, T., Mahr, D.
2016 · ANZMAC Conference 2016 "Marketing in a Post-Disciplinary Era" Proceedings
ConferenceAuthor 1 of 8
Reports & Other Contributions
5Challenges of Automated Financial Advice: Definition and Ethical Considerations
Werf, M., Meacham, D., Brüggen, E., Hogreve, J., Heller, J., Gianni, R., Post, T.
2024 · Netspar Design Paper
ReportAuthor 5 of 7
Augmented reality (AR): The blurring of reality in human–computer interaction
Mahr, D., Heller, J., de Ruyter, K.
2023 · Computers in Human Behavior 145, 107755
Die Innovation synthetischer Kundenerlebnisse: Machen ist wichtiger als Denken
Mahr, D., Heller, J., Hilken, T., Wigger, M.
2023 · transfer — Zeitschrift für Kommunikation & Markenmanagement 69 (3)
ReportAuthor 2 of 4
Zur aktuellen und zukünftigen wirtschaftlichen Lage von Selbständigen
Heller, J., Sauer, S., Wohlrabe, K.
2023 · ifo Schnelldienst 76 (1), 39-43
ReportAuthor 1 of 3Open Access
Reality re-imagined: How augmented reality redefines decision processes and consumer experiences
Heller, J.
2020 · PhD dissertation, University of New South Wales
Dissertation
Grants & Third-Party Funding
€1.51M external competitive funding · €2.14M total funding across 23 grants, all categories combined
External Competitive Funding
Subtotal: €1,510,000| Year | Funder | Project | Role | Total volume | Own share |
|---|---|---|---|---|---|
| 2025 | ERASMUS+ | ATLAS.TI — Assisting Teaching and Learning with AI-based SolutionsMaastricht University portion of a €400,000 consortium project | Work Package Lead (WP2) | €400,000 | €35,000 |
| 2024 | NETSPAR (via Institute GAK) | Theme Grant: See4YourFutureSelf | PI | €350,000 | €350,000 |
| 2023 | Saudi Arabian Cultural Mission (SACM) | PhD Project: Immersive Horizons — VR's Impact on Customer Engagement, Localization & Strategic Marketing | PI | €405,000 | €405,000 |
| 2023 | Zayed University, UAE | Research Incentive Fund: Exploring how XR Technologies Support Value Co-creation in Service | Co-PI | €80,000 | €80,000 |
| 2022 | China Scholarship Council (CSC) | PhD Grant: Digital Realities for Healthy and Sustainable Consumption | Co-PI | €220,000 | €220,000 |
| 2022 | Comenius (NRO) | Teaching Fellowship: Technology-enhanced Personalized Feedback | Co-PI | €50,000 | €50,000 |
| 2021 | European Commission — Marie Skłodowska-Curie | Individual Fellowship: AugmentPension | PI | €190,000 | €190,000 |
| 2016 | Australian Government | International Postgraduate Research Scholarship | PI | €180,000 | €180,000 |
Internal & Strategic Funding
Subtotal: €620,812| Year | Funder | Project | Role | Total volume |
|---|---|---|---|---|
| 2025 | UM–Zuyd Strategic Investment Budget | Growing Limburg Immersive Technologies Network (Year 2)50% Maastricht University / 50% Zuyd Hogeschool | Co-PI | €100,000 |
| 2025 | GSBE | PhD Co-funding — Maarten Ramaekers: Preparing Procurement for an AI Driven Future | Co-PI | €50,000 |
| 2025 | GSBE | PhD Co-funding — Joana Fernandes Duhamel: Emerging Technologies & Future Self | PI | €72,637 |
| 2024 | UM–Zuyd Strategic Investment Budget | Limburg Immersive Technologies Network (Year 1)50% Maastricht University / 50% Zuyd Hogeschool | Co-PI | €164,000 |
| 2023 | SBE | Education Innovation Voucher: Realistic Research Settings with AR and VR | Co-PI | €10,000 |
| 2022 | Maastricht University EDLAB | VR Enhanced PBL | Co-PI | €50,000 |
| 2022 | SBE | Education Innovation Voucher: Reality Check — Automated Student Feedback at SBE | Co-PI | €10,000 |
| 2022 | GSBE | PhD Co-funding — Roberta di Palma: VR in Education | Co-PI | €82,126 |
| 2021 | GSBE | PhD Co-funding — Silke Herold: Digital Procurement | Co-PI | €46,649 |
| 2020 | GSBE | Small Scale Research Grant MSCM | PI | €4,000 |
| 2019 | UNSW | Placement Scholarship for Research Excellence | PI | €1,900 |
| 2016 | UNSW BizLab | 4× Higher Degree Research Grants | PI | €7,500 |
| 2016 | UNSW Business School | Supplementary Scholarship | PI | €22,000 |
Conference & Event Funding
Subtotal: €5,000| Year | Funder | Project | Role | Total volume |
|---|---|---|---|---|
| 2025 | SWOL | Scientific Event Grant: 10th International XR Metaverse Conference | Co-Organizer | €2,500 |
| 2025 | GSBE | Conference Funding: 10th International XR Metaverse Conference | Co-Organizer | €2,500 |
Subtotals sum the amount attributable to Jonas Heller / Maastricht University, not the full consortium volume.
In addition, ongoing industry contract income for DEXLab workshops since 2022 (approx. €50,000). Reported separately, as contract income is not competitively awarded funding.
Teaching
Courses are taught in Maastricht University's Problem-Based Learning format, combining plenary lectures with tutorial groups.
Maastricht University — Course Coordination & Tutoring (since 2020)
- Bachelor's Thesis Supervision (2025)Course Coordinator · evaluation 9.2/10
- B.Sc. Marketing Management (2024, 2025)Coordinator & Tutor · evaluation 6.4/10
- B.Sc. Marketing Research and Supply Chain Management (2024)Coordinator & Tutor · evaluation 8.2/10
- B.Sc. Customer-Centric Supply Chain Management (2021)Coordinator & Tutor · evaluation 7.7/10
- M.Sc. Supply Chain Relationships (2020, 2021)Coordinator & Tutor · evaluation 8.7/10
Maastricht University — Tutor (2014–2016)
Average 8.5/10 across all courses (10 is best)
- Fundamentals of Supply Chain Management (2014, 2015)Tutor
- Management of Organizations & Marketing (2014, 2015)Tutor
- Marketing Management (2014, 2015)Tutor
- Marketing & Supply Chain Management Tutorial (2015)Tutor
University of New South Wales — Lecturer (2016–2019)
Average 5.4/6 (6 is best)
- Consumer Behavior seminar (2016, 2017, 2018)Lecturer · evaluation 5.3/6
- Marketing Research seminar (2016, S1 2018, S2 2018)Lecturer · evaluation 5.5/6
- Laboratory Staff Training on Emerging Technologies (2018)Lecturer
Executive Education (via DEXLab)
Selected clients: Allianz Insurance, APG, ANWR, CBS, Dutch Ministry of I&W, MSM, UM, UMIO
- MBA Digital StrategyLecturer
- Executive workshops and in-company training on emerging technologiesLecturer
Doctoral Supervision
Current
- Maarten Ramaekers — "Preparing Procurement for an AI driven future" (with Prof. D. Mahr & Prof. F. Rozemeijer)
- Joana Duhamel — "Emerging Technologies for future-self connectedness" (with Dr. Tim Hilken & Prof. Max Louwerse)
- Imbrahim Humdi — "VR in hedonic service settings" (with Prof. D. Mahr & Dr. Tim Hilken)
- Stefan Bos — "Immersive Technologies to combat poverty" (with Prof. E. Brüggen & Dr. Minou van der Werf)
- Roberta di Palma — "VR in Education & Service Marketing" (with Prof. D. Mahr, Dr. Tim Hilken & Prof. Simon Beausaert)
Completed
- Silke Herold — "Digital Procurement" (with Prof. D. Mahr & Prof. F. Rozemeijer) — Graduated 2025
Additional
- 50+ Master's and 10+ Bachelor's thesis students supervised on marketing, service, and supply chain management topics (since 2020)
- Co-supervised UNSW honours student (A. Carrozzi, 2018–2019) — thesis published in the Journal of Interactive Marketing
- International co-supervision and project-level doctoral collaboration beyond Maastricht University
Awards & Honors
- 2024SBE Junior Researcher Award — Awarded to one researcher at the School of Business and Economics
- 2022SBE Team Science Award — Outstanding team science, awarded to the research group 'AugmentedReseARch'
- 2020Dean's Award for Outstanding Dissertations, UNSW — Dissertation required no to minimal revisions and ranked in the best 10% according to all reviewers
- 2020Service Special Interest Group (SERVSIG) Dissertation Award — Finalist
- 2018Australian and New Zealand Marketing Academy (ANZMAC) Best Paper Award
- 2018UNSW Postgraduate Council Outstanding Research Student Award — One of four winners among all research students across all UNSW faculties
- 2018Winner, UNSW Business School Research Fair — PhD research presentation competition — 1st of 40 UNSW Business School PhD students
- 2017Winner, ANZMAC Strategy Challenge Award — International PhD competition — 1st of all Australian and New Zealand business schools
- 2017Competitive Advantage in a Digital Economy (CADE) Best Paper Award
- 2016Excellence in Teaching Award, Maastricht University — Teaching evaluation average above 8.5/10 across all courses taught 2014–2016
Academic Service
- Member of the Maastricht Young Academy (2026–present)
- Columnist for Maastricht University Newspaper "Observant" (2025–present)
- Member of Assessment Committee of Learning, SBE, Maastricht University (2024–present)
- Junior group representative, MSCM department, SBE, Maastricht University (2023/2024)
Peer Reviewing
Journal of the Academy of Marketing Science · Journal of Consumer Psychology · Journal of Service Research · Journal of Retailing · Journal of Services Marketing · Journal of Business Research · Journal of Service Management · European Journal of Marketing · Technology, Mind, and Behavior · Australian Journal of Management · International Journal of Human-Computer Studies · Virtual Reality · Computers in Human Behavior · Journal of Wine Research