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.

Courses

• Research Seminar for Premasters
• Marketingcommunication & New Media
• Resistance and Persuasion

Recent publications

1. The costs of chasing fame: The effects of being a social media influe…

   Scholte Albers, M., Janssen, L., Pabian, S., & Schouten, A. (2023). The costs of chasing fame: The effects of being a social media influencer on mental health and well-being. Paper presented at Etmaal van de Communicatiewetenschap, Enschede, Netherlands.

2. Influencing for the better - Influencers als gezondheidsambassadeurs

   Schouten, A., Folkvord, F., Janssen, L., Vanwesenbeeck, I., Pabian, S., Croes, E., van der Waal, N., & Nanne, A. (2023). Influencing for the better: Influencers als gezondheidsambassadeurs. Stichting Wetenschappelijk Onderzoek Commerciële Communicatie, SWOCC. https://www.swocc.nl/publicatie/influencing-for-the-better/

3. Appeals: Fear

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

4. 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.

5. 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.