dr. Loes Janssen

Bio

As an expert in social psychology and marketing communication I study consumer responses to different types of persuasive communication. With my research I aim to gain an understanding of the dynamics behind the success and failure of marketing communications (e.g., influencer advertising) and health communication (e.g., humor and fear appeals). Specifically, I focus on the interaction between message and receiver characteristics that either promote persuasion, induce resistance, or may help to overcome resistance to persuasion. A core finding of my work is that the success and failure of persuasive communication strategies significantly depends on receivers' ability and motivation to regulate their responses, better known as self-control. I currently investigate the communication strategies that make social media influencers successful ambassadors of healthy behavior.

Vakken

• Marketingcommunicatie & Nieuwe Media
• Research Seminar for PM CIS (Spring)
• Resistance and Persuasion

Recente publicaties

1. Appeals: Fear

   Janssen, L. (2022). Appeals: Fear. In The International Encyclopedia of Health Communication Wiley.

2. Influencer advertising on Instagram - Product-influencer fit and numb…

   Janssen, L., Schouten, A. P., & Croes, E. A. J. (2022). Influencer advertising on Instagram: Product-influencer fit and number of followers affect advertising outcomes and influencer evaluations via credibility and identification. International journal of advertising, 41(1), 101-127.

3. My very popular online friend: Using photo elicitation interviews to …

   Scholte Albers, M., Kroon, C., Janssen, L., Pabian, S., & Hou, M. (2022). My very popular online friend: Using photo elicitation interviews to categorize the antecedents of parasocial relationships with influencers. Abstract from Etmaal van de Communicatiewetenschap, Brussel, Belgium.

4. Waarom socialmediainfluencers betere verkopers zijn dan traditionele …

   Schouten, A. P., & Janssen, L. (2022). Waarom socialmediainfluencers betere verkopers zijn dan traditionele beroemdheden. Tijdschrift voor Communicatiewetenschap, 50(1), 56-59.

5. What about Proteus Effect? Effects of avatar body size on food choice…

   van der Waal, N., Janssen, L., Antheunis, M., & van der Laan, N. (2022). What about Proteus Effect? Effects of avatar body size on food choice and eating intentions. Paper presented at Annual Conference of the International Communication Association 2022, Paris.