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Personal profile

Research interests

Alwin de Rooij studies creativity: The creation of ideas, solutions, and products that are original and effective. He uses scientific and artistic methods, where emerging technologies are used to study creativity in new ways, and from which he develops tools and technologies that support creative design and artistic work. The ultimate goal of his research is to understand creativity better so that we can help people to get more out of their own creative capabilities.

To achieve this, he addresses fundamental questions about creativity from a neuroscience perspective, e.g., on the function of noradrenaline in creative cognition, and a psychological perspective, e.g., on how predictive processing shapes creative action; and contributes to art and design practice, by developing evidence based design methods and creativity support tools that rely on emerging technologies such as artificial intelligence. He is also involved in various art-science collaborations.

Alwin is an assistant professor at the Department of Communication and Cognition, Tilburg University. He received a PhD in Creativity Science from City, University of London, a MSc in Media Technology from Leiden University, and a BFA in autonomous art from the Interfaculty ArtScience of the Royal Academy of Art and the Royal Conservatoire, The Hague

Current courses

Click here for my courses.


  • New Technologies
  • Cognitive Processes
  • Creativity
  • Emotions
  • Embodied Cognition
  • Non-Verbal Communication
  • Intelligent Interfaces

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Research Output

Academic Challenges in HCI Education – The New Media Design Bachelor and Master Programs

Slegers, K., de Rooij, A., van Enschot, R., Elloumi, L., van der Laan, N. & de Wit, J., Apr 2019.

Research output: Contribution to conferencePaperScientificpeer-review

  • Art-Science Collaboration: The Role of Problematization and Artefact Use

    van Rijsbergen, K. & de Rooij, A., Jun 2019, Proceedings of the 7th Conference on Computation, Communication, Aesthetics & X. Verdicchio, M., Carvalhais, M., Ribas, L. & Rangel, A. (eds.). p. 271-283

    Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

    Open Access
  • Being yourself to be creative: How using self-similar avatars can support the generation of original ideas in virtual environments

    Marinussen, M. & de Rooij, A., Jun 2019, p. 285-293.

    Research output: Contribution to conferencePaperOther research output

  • Eye blink rate predicts and dissociates the effective execution of early and late stage creative idea generation

    de Rooij, A., Vromans, R. & Dekker, M., 2019, Proceedings of the 41st Annual Conference of the Cognitive Science Society. Goel, A., Seifert, C. & Freska, C. (eds.). Austin, TX, Vol. 41. p. 1606-1612

    Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

    Open Access

    Improving privacy choice through design: How designing for reflection could support privacy self-management

    Terpstra, A., Schouten, A., de Rooij, A. & Leenes, R., 1 Jul 2019, In : First Monday. 24, 7, p. 1-13 13 p.

    Research output: Contribution to journalArticleScientificpeer-review

    Open Access