Theme 3.5 Webcare

The evolution of digital and especially social media has empowered consumers to voice their opinions about organizations to the public at large. As these opinions influence other people’s evaluations and behaviors, many organizations (both profit and non-profit) monitor and intervene in online discussions. Such practices have become known as webcare (Van Noort & Willemsen, 2012). Continue reading >>

Research line 4 Communication campaigns and interventions (Theme 4.1-4.6)

Theory-and evidence-based campaigns and interventions are more effective in the behavior change process than those that are not based on evidence and theory. In this research line, we apply communication and behavioral theories to design, evaluate, and implement communication campaigns and interventions, with a special focus on the understanding of the underlying mechanisms. The aim is to gain insight in which content elements, design elements, behavior change techniques, and modes of delivery work best under which conditions for which target group.
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Theme 4.1 Evaluating and improving digital health communication

Despite the abundance of digital health information and its potential to improve healthcare, most health information is difficult to understand and hard to apply by consumers. Particularly people with low health literacy or older adults are vulnerable, and find it difficult to apply health information to their daily lives. Continue reading >>

Theme 4.2 Entertainment-Education

Entertainment formats are increasingly being used to convey educational messages, like messages about condom use in a popular sitcom or about organ donation in a narrative. Research on this novel message strategy has just started to emerge and many questions remain. Continue reading >>

Theme 4.3 Risky business? How to optimize risk communication

Choices that people make often include uncertainty and risk – will the new iPhone last as long as I would like? Will not drinking alcohol keep me healthy? Will wearing a bicycle helmet in Amsterdam keep me safe? Continue reading >>

Theme 4.4 Effective persuasive communication for the 50+ target group

People aged 50 years and older are an increasingly important target group for campaigns that focus on commercial, social or health issues. Theories suggest that older adults respond differently to persuasive communication than younger people because of ageing and generational differences. Continue reading >>

Theme 4.5 Using social proof in communication campaigns and interventions

When we are unsure of how to act or what to do, we often look around us to see what others are doing and let this guide our actions. In persuasive communication, social norms (i.e., what others do, or think we should do) are often used to influence consumer or health behavior. Continue reading >>

Theme 4.6 Green advertising and CSR

The environment has become a hot topic over the past few years. Both profit (H&M conscious, Tony’s Chocolonely) and non-profit (governmental) organizations try to stimulate green behaviors. In this theme, you can investigate different ways in which consumers may be stimulated to be green via campaigns and interventions. Continue reading >>

Van Noort nieuwe directeur SWOCC

Guda van Noort (37) wordt per 1 januari 2015 directeur van SWOCC (Stichting Wetenschappelijk Onderzoek Commerciële Communicatie). Zij volgt hiermee Peeter Verlegh op. Continue reading >>

Mario Keer won the 2011 Baschwitz Young Researcher award

On the 9th of June 2011, Mario Keer won the 2011 Baschwitz Young Researcher award for the article: Keer, M., Van den Putte, B., & Neijens, P. (2010). The role of affect and cognition in health decision making. British Journal of Social Psychology, 49, 143-153.

Prestigious Spinozaprize 2011 for Communication scientist Patti Valkenburg

Communication scientist Patti Valkenburg and theoretical physicist Erik Verlinde received the NWO-Spinozaprize 2011, which is the highest Dutch award in science. This was announced by the Dutch Organisation for Scientific Research (NWO) on Monday 6th of June 2011. Continue reading >>

Edith Smit in Goudzoekers

The Dutch VPRO program Goudzoekers made an episode that was shown on May 16th on why there are still enormously annoying advertisements on the television. The producers plan to make both an annoying commercial and a fun commercial and test what its effects are. Continue reading >>

ASCoR Research program Persuasive Communication

The research of the Communication Science department at the University of Amsterdam is organized in the Amsterdam School of Communication Research ASCoR. ASCoR hosts the Research Priority Area Communication of the UvA (awarded in 2011). Communication Science at the University of Amsterdam received a top ranking in the 2016 QS World University Rankings by Subject: number 1 in Continental Europa, Number 6 worldwide. There are currently four program groups: Persuasive Communication, Political Communication & Journalism, Corporate Communication, and Youth & Media Entertainment. Continue reading >>