Research Explorer

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Researcher

Serena D'Hooge

Awards & Distinctions

6 Results

2021

A thematic exploration of strong emotional appeals based on evolutionary psychology

Serena D'HoogePatrick Vyncke

Bookchapter in Advances in advertising research XI : designing and communicating experience

Evaluative conditioning in advertising : exploring strong inherent emotional appeals and the transfer of affect to brands or products

Serena D'HoogePatrick VynckeLiselot Hudders

2019

Emotionally competent stimuli based on evolutionary psychology

Serena D'HoogePatrick Vyncke

2018

The paradox of negative emotional appeals in commercial advertisements

Serena D'HoogePatrick VynckeLiselot HuddersVeroline Cauberghe

2017

Direct evaluative conditioning in brand placement : the impact of scene valence and prominence on brand placement repetition effects

Serena D'HoogeLiselot HuddersVeroline Cauberghe

A1 Journal Article in JOURNAL OF CONSUMER BEHAVIOR

2015

The effectiveness of threat appeals in commercial advertising : the moderating impact of product type

Serena D'HoogeLiselot HuddersVeroline CaubergheCarline De Cauwer