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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.