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"Product Placement in Social Games: Qualitative Research Insights". Advertising in New Formats and Media: Current Research and Implications for Marketers.(In Press).
What you Think you Know" The Effects of Prior Financial Education and Readability on Financial Disclosure Processing. Journal of Behavioral Finance .(In Press).
Culturally Appropriate Information Support Services for Lesbian, Gay, Bisexual, Transgender (LGBT) South Asians: Representing Multiple Shades of Identity Based on Sexual Orientation and Ethnicity. Expanding the Circle: Creating an Inclusive Environemnt in Higher Education for LGBTQ Students and Studies. 317-340.(2015).
Consumers' Optimistics bias and Responses to Risk Disclosures in Direct-to-Clonsumer (DTC) Prescription Drug Advertising: The Moderating Role of Subjective Health Literacy. Journal of Consumer Affairs. 48(1),(2014).
The Effects of Persuasion Knowledge on Consumer Responses to Green Advertising: Focus on Skepticism as Moderator. American Academy of Advertising.(2014).
How Advertising Creatives Define Excellent Account Planning. Journal of Current Issues and Research in Advertising. 35,(2014).
How Do Consumers Cope with Prescription Drug Advertising Messages? Risk Disclosure Presentation ORder, Advertising Skepticism, and Perceived Risk Disclosure Voluntariness. American Academy of Advertising.(2014).
Optimistic Bias, Advertising Skepticism, and Consumer Intentions for Seeking INformation About the Health Risks of Prescription Medicine. American Academy of Advertising.(2014).
Perceptions and Portrayals of Skin Cancer Among Cultural Subgroups. ISNR Dermatology.(2014).
Product Placement in Social Games: Consumer Expereiences in China. Journal of Advertising. 43(3),(2014).
Effects of Mutual fund Advertising Disclosures on Investor INformation Processing and Decision Making. Journal of Services Marketing. 27(2),(2013).
The Mediating Role of Attitude Toward Values Advocacy Ads in Evaluating Issue Support Behavior and Purchase Intention. International Journal of Advertising. 32(2),(2013).
The Role of Optimistic Bias and Subjective Health Literacy in DTC Prescription Drug Advertising . American Academy of Advertising.(2013).
The Effects of Corporate Social Responsibility Orientation on the Consumers Perception of Advertisers' Intention. Journal of Current Issues and Research in Advertising. 33(2),(2012).
An Empirical Investigation of the Effects of Financial Services Advertising on Investor' Decisions. American Academy of Advertising.(2012).
The Interplay between Advertising Disclosure Financial Knowledge in Mutual Fund Investment Decisions. Journal of Consumer Affairs. 46(2),(2012).
"Involvement". Advertising Theory. 120-132.(2012).
Adherence of Retirement Fund Provviders to the Securities and Exchange Commission's Advertising Rules: Provision and Readability of Advertising Disclosure. Journal of Consumer Policy. 34,(2011).
The Clearer, the Better?: The Effect of Sufficient Clarification and Specificity of Risk Disclosure in Broadcast Direct-to-Consumer Advertising. AEJMC.(2011).
Connecting Virtual World Perception to Real World Consumption, Chinese Female White- Collar Professionals' Interpretation of Product Placement in SNSs. AEJMC.(2011).
Dealing with Conflicting Health Messages: A Qualitative Study of College Students' Understandings of Tanning and Skin Cancer Prevention Advertising Messages. AEJMC.(2011).
Developing Breast Health Messages for Women in Rural Populations. Journal of Consumer Affairs. 45, 33-51.(2011).
The Effects of Self- Construal on Attribute-Focused versus Context-Focused Advertising Messages. American Academy of Advertising.(2011).
How to Resolve Contradictory Health Messages?: An Alternative Message Framework for Public Service Announcemnt Developers. AEJMC.(2011).
Insights into freshman weight issues: An ethnographic study of how first-year college students make decisions about eating. Journal of Consumer Affairs.(2011).
The Lived Meanings of Product Placements in Social Network Sites (SNSs): A Story of Happy Network. American Academy of Advertising.(2011).
A Qualitative Study of College Student Responses to Conflicting Messages in Advertising: Anti-binge Drinking Public Service Announcements vs. Wine Promotion Health Messages. International Journal of Public Health. 56(3),(2011).
The Lived Meanings of Chinese Social Network Sites (SNSs) among Urban White-Collar Professionals: A Story of Happy Network. Journal of Interactive Advertising. 11(1),(2010).
The Reach of Advertising Scholars' Research. American Academy of Advertising.(2010).
The Role of Gender and Message Strategy in the Perception of Advocacy Advertising. Journal of Current Issues and Research in Advertising. 32, 47-55.(2010).
Connecting with Generation Y: A Qualitative Study of Advertising Preferences and Receptivity. American Academy of Advertising Annual Meeting.(2009).
The Effects of Schema on Consumers Perception of Advertisers' Intent. American Academy of Advertising.(2009).
How Gay Men Make Sense of Advertising in Gay-Targeted magazines: Understanding Diversity in Responses. American Academy of Advertising.(2009).
Insights into freshmen weight issues: An ethnographic study of how first-year students make decisions about eating.. 2009 Association for Education in Journalism and Mass Communication Conference .(2009).
Out of the Mouths of Workers: Motivational Impacts as Described by Employees. National Communication Association.(2009).
Cultural Differences of Corporate Social Responsibility: A Korea-US Comparative Study. 2008 International Communication Associations (ICA) Conference.(2008).
Developing Breast Health Messages for Women in Rural Populations: Specialized Notions of Empowerment for Attention and Action.. Annual meeting of the National Communication Association.(2008).
Developing Messages for Appalachian Breast Health Outreach Program: Getting Attention and Motivating Action. National Communication Association Conference.(2008).
Does Consumers' Product-Related Involvement Matter When it Comes to Corporate Ads?. Journal of Current Issues and Research in Advertising. 30 (2),(2008).
How Advertising Creatives Define Effective Account Planning. American Academy of Advertising.(2008).
The Influence of Advertising Context on Perceptions of Offense. Journal of Marketing Communications. 14 (4),(2008).
Lessons from Ad Educators' Experiences with Guest Speakers. Journal of Advertising Education. 12 (2),(2008).
Realities of Journalism Trainers Overseas: A Phenomenological Study. AEJMC Convention.(2008).
The Role of Gender and message Strategy in the Perception of Advocacy Campaigns. National Communication Association.(2008).
Advertising Educators' Advice About Guest Speakers: Making the Most of Visits by Ad Professionals. AEJMC.(2007).
Affluenza: Television Use and Cultivation of Materialism. (Hovland, R., Woburg J., & Haley E., Ed.).Readings in Advertising, Society, and Consumer Culture. 81-91.(2007).