Researcher · Consultant · Speaker
Dr. Jonas
Heller
I research how AR, VR, and AI change the way people shop, work, and interact with brands — and help companies put these insights into practice.
Jonas Heller is an Assistant Professor of Marketing at Maastricht University’s School of Business and Economics, where he directs DEXLab — a research lab specializing in immersive technologies, AI, and consumer neuroscience. He has secured over €2.1M in competitive research funding, published 39 peer-reviewed papers, and advises organizations ranging from Allianz to government ministries on the behavioral science of digital transformation. He speaks internationally on AR, VR, AI, and the future of human-technology interaction.
Research & Impact
Work Highlights
DEXLab
Co-founder & Scientific Director of the Digital Experience Lab — a hub for AR, VR, AI, service robots, and neuroscientific tools at Maastricht University SBE.
€2.1M+ Research Funding
Secured competitive grants including Marie Curie, Comenius, NETSPAR, ERASMUS+, and international PhD funding from CSC and SACM.
Immersive Technologies
Pioneering research on AR, VR, and XR's impact on consumer decision-making in frontline services.
AI & Digital Marketing
Combining experimental and econometric methods to study AI-driven marketing decisions.
LIT Network
Co-founded the Limburg Immersive Technologies Network connecting academia, industry, and SMEs.
39 Publications
Published in journals including Journal of Retailing, Journal of Service Research, and Computers in Human Behavior.
Executive Education
MBA Digital Strategy, workshops & in-company training for Allianz, APG, Dutch Ministry of I&W, and more.
Publications
Selected Papers
Using 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.
Immersive Environments
Glebova, E., Heller, J.
Perspective-taking and meaning-making among public policy professionals experiencing an immersive poverty narrative
Bos, S. G., Brüggen, L., van der Werf, M., Heller, J.
Customer engagement in utilitarian vs. hedonic service contexts
Barrett, J. A. M., Jaakkola, E., Heller, J., Brüggen, E. C.
Brave new procurement deals: An experimental study of how generative artificial intelligence reshapes buyer–supplier negotiations
Herold, S., Heller, J., Rozemeijer, F., Mahr, D.
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.
Speaking
Keynote Topics
AR & VR in Business and Retail
How immersive technologies are transforming customer experiences and frontline services.
AI's Impact on Consumers and Organizations
Data-driven marketing and the role of artificial intelligence in business decision-making.
Brain-Computer Interfaces: The Next Frontier
Exploring the intersection of neuroscience and consumer research.
The Future of Immersive Work and the Metaverse
What XR technologies mean for remote collaboration, education, and innovation.
Digital Transformation & Customer Experience
Leveraging emerging technologies for meaningful customer engagement.
The Open Academic: Transparency in Research
How open science, open data, and transparent practices make academia better for everyone.
For keynote bookings, please include the event date, expected audience size, and preferred topic in your message.
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Advisory & Training
I help organizations navigate the intersection of immersive technologies, AI, and consumer behavior — translating cutting-edge research into actionable strategy.
Workshops & Masterclasses
In-Company Training & Executive Education
Strategic Advisory on AR, VR, AI & Digital Transformation
Past Clients
Allianz · APG · Dutch Ministry of Infrastructure and Water Management · Maastricht University MBA
Contact
Get in Touch
Interested in research collaborations, speaking engagements, or consulting? Reach out.
Office
Room B1.17a, Tongersestraat 53
Maastricht, NL