Karolien Poels

Full professor


Research group

Media, ICT and interpersonal relations in Organisations and Society (MIOS)


  • My research topics include: 1) advertising and consumer psychology and 2) digital games. Emotions form a central topic in (most of) my studies. In my doctoral research, titled “The Heart of Advertising”, I studied the role of emotions in advertising processing and how emotions can be validly measured in an advertising/consumer context. I later applied this knowledge to the field of digital gaming. My gaming research is focused on player emotions and experiences in relation to game evaluations and preferences, player involvement and in-game advertising. I published internationally about this topic and have participated in many international conferences and workshops. Recently I started to integrate the study of social media, the Internet and virtual worlds in my research. Topics include: ad tailoring, crisis communication through social media and virtual stores.


You can find here all of the projects that are recorded in the research database of UAntwerp under the name of the academic staff member that acts as a promoter, copromoter or grant holder (a.o. FWO). It concerns only those research projects and mandates that were acquired after an external or internal competition.