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Personal profile

Research interests

I apply my expertise in the domains of social psychology and communication science to understand consumer responses to different types of persuasive communication. With my research I aim to gain an understanding of the dynamics behind the (in)effectiveness of persuasive messages in the domains of marketing communication and new media (e.g., online and mobile advertising), and health communication (e.g., humor and fear appeals in campaign messages). Specifically, I focus on the interaction between message and receiver characteristics that either promote persuasion, induce resistance, or may help to overcome resistance. A core finding of my work is that the success of persuasive communication strategies significantly depends on receivers' ability and motivation to regulate their responses, better known as self-control.


Current courses

Click here for my courses.


  • Marketing Communication
  • Social Influence
  • Persuasive Communication
  • Psychology Of Advertising
  • Self-Regulation
  • Communication Science

Fingerprint Dive into the research topics where Loes Janssen is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

Persuasive Communication Medicine & Life Sciences
Wit and Humor Medicine & Life Sciences
Marketing Engineering & Materials Science
Metaphor Medicine & Life Sciences
Self-Control Medicine & Life Sciences
Congruency Business & Economics
Predictors Business & Economics
Social networks Business & Economics

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 2004 2019

Celebrity vs. Influencer endorsements in advertising: The role of identification, credibility, and Product-Endorser fit

Schouten, A. P., Janssen, L. & Verspaget, M., 28 Jun 2019, In : International journal of advertising. 24 p.

Research output: Contribution to journalArticleScientificpeer-review

Open Access

Celebrity vs. blogger endorsements in advertising, the role of identification, credibility, and product-endorser fit

Verspaget, M., Schouten, A. & Janssen, L., 2017.

Research output: Contribution to conferencePaperOther research output

Activities 2015 2016

  • 9 Oral presentation

Frightfully funny: Gender differences in responses to combined humor and fear appeals in health campaigns

L. Janssen (Speaker), Hanneke Hendriks (Speaker)

Activity: Talk or presentation typesOral presentationScientific

Message design matters: Effects of location-congruency and openness on ad intrusiveness, attitude toward the ad, and brand choice

Paul Ketelaar (Speaker), L. Janssen (Speaker), Marnix van Gisbergen (Speaker), Arief Ernst Huhn (Speaker), Thabo van Woudenberg (Speaker), Jonathan van 't Riet (Speaker), Stefan Bernritter (Speaker)

Activity: Talk or presentation typesOral presentationScientific

Are they even looking? Why disclosing product placement triggers resistance (or fails to)

Zeph van Berlo (Speaker), Marieke Fransen (Speaker), Sophie Boerman (Speaker), Eva van Reijmersdal (Speaker), L. Janssen (Speaker)

Activity: Talk or presentation typesOral presentationScientific

Brand placement disclosure effects on persuasion: The moderating role of self-control depletion

L. Janssen (Speaker), Marieke Fransen (Speaker), Rebecca Wulff (Speaker), Eva van Reijmersdal (Speaker)

Activity: Talk or presentation typesOral presentationScientific

Social exclusion increases susceptibility to persuasion strategies that appeal to the need to belong

L. Janssen (Speaker), Ilja van Beest (Speaker), N.L. Mead (Speaker)

Activity: Talk or presentation typesOral presentationScientific