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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

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Keywords

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

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