Research
My research explores how emerging media and technologies influence consumer judgment, persuasion, experience, and marketplace behavior.
Peer-reviewed publications
Analyzing engagement with digital transit advertising in a subway station: From a facial recognition system perspective.
Disruptive but costly: How upside-down logos backfire in consumer responses to brands.
A bibliometric analysis of biometric applications in advertising research.
How does CEO narcissism impact the effectiveness of advertising on firm performance? A study in the restaurant industry context.
Enhancing consumer trust in displayed information through digital price tags in retail marketing.
Artificial intelligence, virtual and augmented reality, social media, online reviews, and influencers: A review of how service businesses use promotional devices and future research directions.
Do plus-size models really benefit obese consumers? Investigating the influence of plus-size models on negative emotions and mental imagery.
Native advertising relevance effects and the moderating role of attitudes toward social networking sites.
When metaphors become more persuasive: Exploring the role of regulatory focus on metaphor evaluation.
Exploring consumers’ attitude formation toward their own brands when in crisis: Cross-national comparisons between USA and China.
Exploring the impact of the physical conditions of mannequin displays on mental simulation: An embodied cognition theory perspective.
Exploring the optimized social advertising strategy that can generate consumer engagement with green messages on social media.
How to easily facilitate consumers’ mental simulation through advertising: The effectiveness of self-referencing image dynamics on purchase intention.
Are digital menus really better than traditional menus? The mediating role of consumption vision and menu enjoyment.
“I am not satisfied with my body, so I like augmented reality (AR)” Consumer responses to AR-based product presentations.
I see myself in service and product consumptions: Measuring self-transformative consumption vision evoked by static and rich media.
Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective.
When shoppers don’t have enough self-control resources in a grocery store: Applying the strength model of self-control.
Hedonic shopping motivation and co-shopper influence on utilitarian grocery shopping in supermarkets.
Drivers of attitudes towards luxury brands: A cross-national investigation into the roles of interpersonal influence and brand consciousness.
The impact of stereoscopic 3-D advertising: The role of presence in enhancing advertising effectiveness.
In-store video advertising effectiveness: Three new studies provide in-market field data.
Consumer-behavior research in major advertising and marketing journals: 1997 through 2006.
Research and teaching grants
My companion robot’s independent movement fosters a sense of closeness: The mediating role of artificial consciousness in facilitating relational bonds.
An AI-based marketing campaign: Producing students familiar with diverse AI tools for business purposes.
Can artificial intelligence-powered robots entice us to purchase something? The role of embodied rapport as a persuasion mechanism.
Virtual reality distorts a user’s perceptions of the real world: Presenting experimental evidence.