Jonathan D’hondt

Doctoral Researcher, Marketing

Is a doctoral researcher who’s studying how children associate health and taste in food

Jonathan D’hondt works as a doctoral researcher in the field of marketing at Vlerick.

His PhD research focuses on what children believe about the trade-off between health and taste in food, and the long-term consequences this can have in terms of body weight and health problems.

People intuitively believe that health and taste can’t go together, and that they must sacrifice taste if they want to eat healthily. Jonathan’s research looks at how children develop this belief and how it can impact their long-term health – especially the problem of obesity, which is often established during childhood.

Who am I?

  • Doctoral Researcher at Vlerick Business School and Ghent University
  • Master in Theoretical and Experimental Psychology at Ghent University

My expertise

  • Consumer psychology