Research line 2 Consumer empowerment (Theme 2.1 & 2.2)

Communication technology increasingly disguises the use of persuasion tactics, which increasingly blurs the boundary between the private and the public. This research line, aims to disentangle (hidden) persuasion and resistance mechanisms, to inform users about strategies, and to develop tools to empower consumers to resist hidden persuasion. It is investigated to what extent people are informed about persuasion techniques (disclosures), to what extent they are able to resist persuasion, and if so, what role this awareness plays.