Hyejin Bang

PhD student, Graduate Studies

Biographical Statement

Under the broad rubric of digital advertising and consumer psychology, a main line of my research deals with how the digital technologies and human-technology interaction shape consumers’ visual, emotional and behavioral engagement with marketing messages. . Specifically, my research agenda focuses on how digital advertising (e.g., personalization advertising, social media advertising and branded viral video) helps determine consumers’ digital engagement and examines how consumers’ motivation or personality traits moderate these effects. In addition, my research focuses on the effect of discrete emotions (e.g., awe, relief, sadness, fear) on advertising and consumer behavior.


  • Bartosz Wojdynski, Camila Espina, Temple Northup, Hyejin Bang, Yen-I Lee. and Nandita Sridhar (Accepted). “Attention and Recall in Online Slideshows: The Influence of Human Exemplars.” Computers in Human Behavior.
  • Hyejin Bang and Bartosz Wojdynski (2016). “Tracking Users’ Visual Attention and Responses to Personalized Advertising Based on Task Cognitive Demand.” Computers in Human Behavior, 55, 867-876.
  • Hyejin Bang, and Wei-Na Lee (2016). “Consumer Response to Ads in Social Networking Sites: An Exploration into the Role of Ad location and Path.” The Journal of Current Issues and Research in Advertising, 37 (1), 1-14.
  • Bartosz Wojdynski and Hyejin Bang (2016). “Distraction Effects of Contextual Advertising on Online News Processing: An Eyetracking Study.” Behaviour & Information Technology.
  • Se Jin Lee, Hyejin Bang, and Seung Wha Noh (2013). “Effective Advertising Message
    Strategies for eWOM in SNS: Regarding the Tie Strength, Message Characteristics and Product Involvement.” The Korean Journal of Advertising, 23(4), 119-146.
  • Se Jin Lee, Jin Wan Jung, and Hyejin Bang (2010). “The Effects of Endorsers in the CSR Advertising.” Advertising Research, 88, 223-247.
Where readers look, and what they miss Bartosz Wojdynski, Camila Espina, Kate Keib, Jennifer Malson, Hyejin Bang & Yen-I Lee

Abstract: Participants (N=88) in a two-condition (Facebook post information level: high vs. low) mixed factorial design took part in a laboratory experiment that utilized eye tracking to gauge what areas of the page in common news layouts attract viewers’ gaze, and whether this viewing amount of information about the story disclosed in the Facebook posts. […]

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Picture Perfect Kate Keib, Camila Espina, Yen-I Lee, Bartosz Wojdynski, Hyejin Bang & DongWon Choi

Abstract: Social media drives traffic to news, but little is known about how consumers make decisions about selecting and sharing this information. In a within-subjects eye-tracking experiment, this study examined the influence of image presence and valence on attention to and engagement with news stories on social media.  To be presented at the AEJMC national […]

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When do viewers share viral video advertising? DongWon Choi, Hyejin Bang, Bartosz Wojdynski, Yen-I Lee, Kate Keib & Camila Espina

Abstract: this study aims to examine the psychological mechanism in which the brand placement prominence influences consumers’ forwarding intention of viral video advertising, and to investigate the moderating role of brand disclosure timing. This study shows that the level of brand prominence in a viral video ad is an important factor influencing viewers’ forwarding intention […]

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It is hard to make them happy when they are full of hopes Hyejin Bang, DongWon Choi & Dooyeon Park

Abstract: Although previous context effect literatures have confirmed the mood congruence effect, this study attempts to examine the emotional blunting phenomenon that could possibly occurs between same valence emotions when the emotions have a different appraisal. Building on the Appraisal tendency framework and emotional blunting hypothesis, the current study examines how emotions elicited by a […]

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Educational Background

  • University of Georgia (Doctoral Candidate in Mass Communication)
  • The University of Texas at Austin (M.A., in Advertising)
  • Kookmin University (B.A., in Communication)

Courses Taught

  • ADPR 5140 Advertising and Society
  • 2016 Georgia Journalism Academy (Advertising course)
Bang, Hyejin