Name: Saar Mollen
MSc: 2007, Radboud University Nijmegen
PhD: January 2013, Maastricht University
Interests: My main interests lie in the social influence domain, more specifically social norms and their applications in persuasive communication (advertising and health). In addition to studying conformity to norms I am also interested in strategies that can be used to prevent negative/ undesirable social influence.
Research: In my research I study the effectiveness of different social norm messages (i.e., descriptive, injunctive) on health behavior and the underlying regulatory processes. Health promotion campaigns frequently use social norm messages, but have shown mixed success, so another one of my objectives is to investigate how social norms can be optimally communicated to increase their effects on health behavior. I for instance look at the role of framing in this.
Teaching: Message strategies, Master thesis supervision
The program Persuasive Communication addresses those communication processes that are intended to achieve specific persuasive goals, as is the case in, for instance, marketing communication, health education, and public information campaigns. The research is aimed at understanding the dynamics that shape uses and effects of mediated persuasive communication. Read more >>
Tag cloudMarketing communication Intercultural communication Entertainment Education Branding Social media Interpersonal communication WOM Advertising Context effects Online advertising Sustainability Product placement Disclosures Food advertising In game advertising Environmental cues Publicity Tailoring Health communication Customer Media Cross-media CommunicAging Media multitasking eWOM Implicit measures Health literacy E-health