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- 2014
- Impact of flow on recognition of and attitudes toward in-game brand pacements: brand congruence and placement prominence as moderators
- 2013
- PP for 'product placement' or 'puzzled public'? The effectiveness of symbols as warnings of product placement and the moderating role of brand recall
- 2012
- The effectiveness of regulatory (in)congruent ads: the moderating role of an ad’s rational versus emotional tone
- On the effectiveness of ego- and other-focused ad-evoked emotions: the moderating impact of product type and personality
- Online advertising and congruency effects it depends on how you look at it
- 2011
- Context effects of TV programme‑induced interactivity and telepresence on advertising responses
- 2010
- How advertising strategy affects brand and USP recall for new brands and extensions
- 2005
- Emotional of informative? Creative or boring? The effectiveness of different types of radio commercials.
- 1997
- Emotional appeals and information cues in Belgian magazine advertisements.
- 1996
- The communication effects of provocation in print advertising.