Universiteit Leiden

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Coen Wirtz

Assistant professor

Dr. C. Wirtz
+31 71 527 3731

Short CV

Coen Wirtz is an Assistant Professor at the Social, Economic, and Organisational Psychology Department of Leiden University, a researcher and advisor at the Knowledge Centre Psychology and Economic Behaviour, and a research supervisor at Leren met de Stad.

He obtained his PhD in Social Psychology from the University of Amsterdam, where he also worked as a lecturer in Social Psychology. After that, he worked as a lecturer in Communication Science at the Vrije Universiteit. Since 2019 he works at Leiden University. 


Coen is interested in the role of moral convictions in economic and public decision making. For example, how moral convictions predict sustainable behaviour or how perceived brand morality affects brand attitudes. He also investigates if appealing to moral values can change people's attitudes and behaviour, such as lowering meat consumption, buying more sustainable clothing, or accepting sustainable projects from municipalities.


  • The Psychology of Selling and Advertising (Master program ECP, coordinator)
  • Motivation, Power, and Leadership (Master program Psychology)
  • Economic and Consumer Psychology (Bachelor program Psychology)
  • Perspective on Career Planning (Bachelor program Psychology)
  • Learning in the City (Honours program Social Sciences, coordinator)
  • Master thesis (Economic and Consumer Psychology/Social and Organisational Psychology)
  • Bachelor thesis (Bachelor Psychology)
  • Supervision of students (University and HBO) at Leren met de Stad

Assistant professor

  • Faculteit der Sociale Wetenschappen
  • Instituut Psychologie
  • Soc., Econom. en Organisat Psych.

Work address

Pieter de la Court
Wassenaarseweg 52
2333 AK Leiden
Room number 2A23


No relevant ancillary activities

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