College of Media
The College of Media is an accredited, highly selective, and internationally respected college where almost 1,100 undergraduate and graduate students are engaged in classes taught by distinguished scholars in media studies, world-renowned experts in advertising and consumer behavior, and award-winning journalists, including Pulitzer Prize winners. With more than 10,000 living alumni, the College has produced a stunning list of graduates who have gone on to wield influence in academia, the press, advertising, and entertainment.
Exploring the effects of mood states, cultural background, and the congruity between ad appeal and product type on consumers’ attitudes and purchasing intentions (2018-04-19)This paper examines the interactive effects of mood, culture and message appeal (i.e., congruity/incongruity between ad appeals and product types). Two online experiments were conducted with 438 participants from both U.S. ...
Delivering social support via online health messages: Testing the effects of stress and person-centeredness on emotional improvement, attitude and behavioral intention (2017-12-14)This study investigated the effect of exposure to person-centered messages delivered in a mass-mediated context on individuals experiencing mild or moderate levels of stress. Person-centeredness describes “the extent to ...
(2017-09-27)Placebo and nocebo effects have been a widely concerning issue, as they describe the psychological factors influencing medication outcomes. Previous research mostly focused on how placebo and nocebo effects occur, offering ...
Player-character identification by personality matching, perceived personalization and positive/negative in-game experience (2017-08-24)Player-character identification is that video-game players adopt the perspective of a game character during gameplay as a part of their own identity. Player-character identification can be established through several ...
The interaction between consumers’ communication style and arousal on persuasion and variety-seeking (2017-07-28)In this dissertation, I explored the interactive and main effects of the three advertising strategies (i.e., repetition-variation in advertising presentation, scarcity messages, and sex appeal) and consumers’ communication ...