Peter Lewiński’s research focuses on consumer resistance to enjoyable advertisements, and the role facial expressions play in this. He argues that consumers can resist persuasion by controlling their facial expressions of emotion when exposed to advertisements. One aim of his research into this phenomenon of ‘embodied resistance’ is to give consumers additional tools that they can use to counteract the kind of deliberate persuasive attempts used in advertising campaigns.
P.L. Lewiński: The Role of Facial Expression in resisting enjoyable Advertisements.
Prof. E.S.H. Tan
Dr M.L. Fransen
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