Hidden Persuasion

“You’ll never look at an ad, an online shopping site or product packaging the same way again.” * Nextavenue.org *

Marc Andrews is a psychologist, art director and designer. He holds a master’s degree in Behavioural Science and a Master of Arts in Graphical/Editorial Design. In Design, he earned his master’s degree (with honours) by exploring the rhetorical, semiotical, and psychological dimensions of visual argumentation. Since 2008, he has been a partner of andrews:degen (andrewsdegen.com), a creative agency for visual communication in Amsterdam. In addition, he teaches Design Psychology and Design Theory in The Netherlands, and has provided lectures and workshops on social design at several international design academiesDr. Matthijs van Leeuwen is an assistant professor of Social Influence and Persuasion at the Radboud University of Nijmegen. His research focusses on direct and long-term change using high involvement persuasion techniques, and how to circumvent behavioural resistance. A second research focus is on exploring the unconscious associations that can predict future behaviour, using a wide array of implicit measurement tools. As a teacher, he lectures and instructs graduates and research masters students in the real-life application of scientifically validated influence techniques. Finally, he is a scientific advisor at db-abs (db-abs.com) and provides lectures for commercial and governmental agencies on behavioural resistance.Prof. dr. Rick van Baaren is professor of Behavioural change and Society at Radboud University Nijmegen. His research focuses on different kinds of conscious and unconscious behavioural influence and has been published in authoritative international scientific journals. His work has also been featured in the New York Times, the Discovery Channel and Die Welt, among others. Furthermore, van Baaren is founder of the new and unique Master’s programme “Behavioural Change” at Radboud University Nijmegen. This programme is dedicated to training master students to become behavioural change experts who combine an excellent scientific foundation with keen grasp of real world application. Finally, van Baaren serves as an external advisor on behavioural change for several agencies and television programmes.