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 the NeFCA persuasive communication division. I am associate editor for International Journal of Advertising and I serve in the editorial board of Journal of Advertising and 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) how consumers can be persuaded to make more sustainable choices, and 3) how the new media environment affects advertising processing. I'm currently supervising about 10 PhD students and I'm supervising applied research on a diverse range of topics within the domain of strategic communication (Interreg2Seas Triple A, EUPledge Monitoring).

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+32 9 264 91 89

Technicum, T1, Sint-Pietersnieuwstraat 41, 9000 Ghent