Liselot Hudders



Liselot an associate professor in marketing communication and consumer behavior at Ghent University, department of Communication Sciences and director of the Center for Persuasive Communication. She teaches courses in the bachelor and master. She is a board member of the European Advertising Academy and chair of the NeFCA persuasive communication division. She is also associate editor for International Journal of Advertising and Journal of Interactive Advertising. She serves in the editorial boards of Journal of Advertising, Journal of Advertising Research and Journal of Children and Media. Her work has been published in a diverse range of SSCI-ranked journals such as Journal of Interactive Marketing, Journal of Advertising, International Journal of Advertising, Communication Research, Computers in Human Behavior, Appetite, etc.

Research Tracks

In 2011, Liselot obtained her PhD at Ghent University on the link between luxury consumption and subjective well-being. Currently, she is conducting (mainly experimental) research on the effectiveness of persuasive messages in a commercial and non-profit context, with a focus on 1) how children and adults cope with digital advertising, 2) dark side consumption choices, and 3) how the new media environment affects advertising processing. Most of her recent work aims to examine the efficacy of influencer marketing as a persuasive technique to change minors’ attitudes and behaviors.  She is currently supervising several PhD students and applied research on a diverse range of topics within the domain of strategic communication. She also recently launched the website 'Mag dit online?' to inform influencer parents about the risks involved with sharing images of their children on social media.


+32 9 264 91 89

Technicum, T1, Sint-Pietersnieuwstraat 41, 9000 Ghent