Liselot Hudders


I'm an associate professor in marketing communication and consumer behavior at Ghent University, department of Communication Sciences and director of the Center for Persuasive Communication. I teach courses in the bachelor and master. I am a board member of the European Advertising Academy and chair of the NeFCA persuasive communication division. I am associate editor for International Journal of Advertising and Journal of Interactive Advertising. I am senior consulting editor for Journal of Advertising and I serve in the editorial board of Journal of Children and Media. My work has been published in a diverse range of SSCI-ranked journals as Interactive Journal of Marketing, Journal of Advertising, Computers in Human Behavior, Appetite, etc.

Research Tracks

In 2011, I obtained my PhD at Ghent University on the link between luxury consumption and subjective well-being. Currently, I’m 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 my recent work aims to examine the efficacy of influencer marketing as a persuasive technique to change minors’ attitudes and behaviors.  I'm currently supervising several PhD students and applied research on a diverse range of topics within the domain of strategic communication. I 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