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Dr. C. (Christin) Scholz

Faculty of Social and Behavioural Sciences
CW : Persuasive Communication

Visiting address
  • Nieuwe Achtergracht 166
Postal address
  • Postbus 15791
    1001 NG Amsterdam
Contact details
  • Research

    My research examines the role of social interactions between individuals in the diffusion of information and the development of large-scale message effects in the context of health-related outcomes. To understand the complex interplay between social forces and message effects, I tailor multi-methodological approaches including neuroscientific methods like fMRI and social science techniques such as observational geolocation tracking, field experimentation, and survey methods to capture both detailed psychological mechanisms and real-world behavior. Using these methods, I have studied, among others, the neural and psychological mechanisms of decisions to share health-related information with others, the role played by these mechanisms in population-level sharing behavior, and the relationship between neural message processing and real-world effects of interpersonal communication on drinking behavior. Current projects focus on questions such as: How do interpersonal communication and social relationships influence the effectiveness of population-level health messaging and how can we design messages that optimize these social processes?; How does neural coupling between those who share information and their receivers impact the diffusion of information and the development population-level message effects?; What is the effect of repeated, real-world exposure to smoking cues on smoker's cigarette craving and neural cue reactivity? 

    My work has been supported by multiple international grants including an NWO Veni from the Dutch Science Foundation and a Marie Curie Individual Fellowship from the European Commission.

    Please download my CV for the most up-to-date publication list.

  • CV
  • UvA Teaching & Student Projects

    If you are a master's or bachelor's student in communication science, psychology, neuroscience, computer science, or another related field, who is interested in gaining hands-on research experience, please get in touch to learn more about ongoing projects and opportunities for participation (

    Using R for data wrangling, analysis and visualization (Master)

    Health Communication (Master)

    Research Methods Tailored to the Thesis (Experiment; Master)

    DCW3 Persuasive Communication (Bachelor)

    Master Thesis Supervision Communication Science


  • Publications






    • Baek, E. C., Scholz, C., O'Donnell, M. B., & Falk, E. B. (2017). The value of sharing information: A neural account of information transmission. Psychological Science, 28, 851-861.
    • Scholz, C., Baek, E. C., O'Donnell, M. B., Kim, H. S., Cappella, J. N., & Falk, E. B. (2017). A neural model of valuation and information virality. Proceedings of the National Academy of Sciences of the United States of America, 114, 2881-2886.


    • Cascio, C. N., Scholz, C., & Falk, E. B. (2015). Social influence and the brain: Persuasion, susceptibility to influence and retransmission. Current Opinion in Behavioral Sciences, 3, 51-57.


    • Bol, N., Scholz, C., Smets, E. M. A., Loos, E. F., de Haes, H. C. J. M., & van Weert, J. C. M. (2013). Senior patients online: which functions should a good patient website offer? In C. Stephanidis, & M. Antona (Eds.), Universal Access in Human-Computer Interaction. User and Context Diversity: 7th International Conference, UAHCI 2013, held as part of HCI International 2013, Las Vegas, NV, USA, July 21-26, 2013: proceedings (Vol. 2, pp. 32-41). (Lecture Notes in Computer Science; Vol. 8010). Heidelberg: Springer. [details]


    • Hendriks, H., Scholz, C., Larsen, H., de Bruijn, G. J., & van den Putte, B. (2019). Intervening through conversations: How instructions influence conversational valence and binge drinking determinants. Abstract from Association for Researchers in Psychology and Health (ARPH) conference.


    • Scholz, C. (2019). Rockstar Reviewer Award.
    • Scholz, C. (2019). Social and Affective Neuroscience Society Top Poster Award.
    • Scholz, C. (2019). NWO Veni Grant.
    • Scholz, C. (2019). Marie Skłodowska-Curie Fellowship.
    • Scholz, C. (2019). Marie Curie Fellowship.
    • Scholz, C. (2018). Social and Affective Neuroscience Society Top Poster Award.
    • Scholz, C. (2018). International Communication Association Top Paper Award Information Systems Division.
    • Scholz, C. (2018). ASPASIA sub-grant for increased research time.
    • Scholz, C. (2017). Social and Affective Neuroscience Society Top Poster Award.
    • Scholz, C. (2017). International Communication Association Top Paper Award Communication Science and Biology Interest Group.


    • Scholz, C. (2018). Neural and psychological bases of health news sharing.
    This list of publications is extracted from the UvA-Current Research Information System. Questions? Ask the library or the Pure staff of your faculty / institute. Log in to Pure to edit your publications. Log in to Personal Page Publication Selection tool to manage the visibility of your publications on this list.
  • Ancillary activities
    • No ancillary activities