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Persuasive and Marketing Communication


A specific subset of topics is tackled in great detail within the diverse field of persuasive and marketing communication and much of the research deals with effects that remain implicit, at least to a large extent, to the receiver. Two types of research can be discerned. The first type involves fundamental processes in persuasive communication, such as studies on counter-intuitive effects of peripheral cues in persuasive messages (the conditional persuasive superiority of dull messages; ad-induced jealousy; how food packaging affects food perceptions; etc.). The second type involves processes among specific target groups. This line of research includes for instance early childhood message elaboration and the persuasiveness of ethnic, cultural and religious cues among bicultural consumers. In addressing these two topics, there is both attention to unveiling the effectiveness of current and emerging persuasion techniques, as well as applying these techniques in an ethically desirable way (e.g., to market healthy foods towards young children, to investigate how adults can discern or counteract peripheral cues or how (ethnically) diverse and disadvantaged groups can be catered in social marketing).