Her research activities include: 1) advertising and consumer psychology and 2) digital games. Emotions form the central topic in most of her studies. Her work on advertising and emotions is published in leading journals in that field (Journal of Advertising Research, Journal of Advertising, Journal of Business Research). Her gaming research is currently focused on player emotions and experiences in relation to game evaluations and preferences, player involvement, morality and in-game advertising. She has participated in many international gaming conferences and workshops and is a co-founder and member of the executive board of DiGRA Flanders.