Hi, I am Madelijn, a social psychologist at Utrecht University.

My main scientific aim is to increase the connection between science and society. For me, societal impact goes far beyond applying research findings to societal questions. The main question I address as a behavioral scientist is: how should we “do” societal impact in order to be maximally effective?

I am an expert on social influence, communication, and persuasion, with a specific focus on the social impact of humor.  


I am co-founder of the IMPACTLAB, where we help science communicators to test the impact of their communications on the public's knowledge, attitudes, and behavior. I am also societal impact director of the Kurt Lewin Institute and fellow of the Open Science Programme.


I very much enjoy writing stories and books. Besides working, I like traveling, films, hiking, and good wine. I am a big fan of sunny weather. 

Madelijn Strick