Yvonne van Everdingen is Professor of Marketing and Innovation at the Rotterdam School of Management, Erasmus University. Yvonne is also Academic Director of the Immersive Tech Expert Practice of the Erasmus Center for Data Analytics and she is member of the steering group for developing VR research facilities at the Erasmus Behavioral Lab. Her research interests includes marketing and health care applications of immersive technologies, the use of virtual reality as a research tool, immersive training, and the market acceptance of new technologies.