Department: Advertising & Public Relations

Our department prepares students to be creative problem solvers, writers, managers, policy and communication decision makers, media planners and analysts in the fields of mass communication, advertising and public relations. This program emphasizes persuasive communication skills in traditional and new media that are essential for effective communication in the 21st century. The undergraduate program offers majors in both advertising and public relations.

Griffis

Brent Griffis began his public-sector career as an administrative assistant at the Georgia Center for Continuing Education. After honing the skills necessary to meet the needs of a busy professional development office, Brent transitioned to Athens Technical College where he served as the sole administrative staff member in the College’s Technology, Engineering & Manufacturing division.

Brent’s career path briefly took a different trajectory, and he found a new role as a research technician in the Center for Vaccines and Immunology at UGA’s College of Veterinary Medicine, assisting with lab work related to the development of new Coronavirus vaccines as part of the NIH-funded SPARTA study.

As the SPARTA grant ended, Brent joined the human resources team of Auxiliary Services, refreshing and advancing his knowledge of UGA systems, policies, and procedures.

As a new administrative associate in the ADPR department, Brent looks forward to helping the faculty, staff, and students of Grady College maintain a culture of cooperation and efficiency.

Hatfield

About: Haley R. Hatfield is a PhD student in Mass Communication concentrating in Advertising at the University of Georgia. Haley’s research explores race-related media effects with an emphasis on Whiteness and virtual environments. With their background in digital art (MFA ‘17, Louisiana State University), Haley develops virtual experiences coupled with psychophysiological measures to examine attitudes influenced by Whiteness to promote prosocial behaviors and anti-racist attitudes. Haley works closely with the Games and Virtual Environments Lab (GAVEL) and the Brain, Body, and Media Lab (BBAM).

Haley is a recipient of the 2022 AEJMC Collaborative Scholars Grant program, Top Papers in the Human Communication & Technology Division at the 2021 NCA 107th Annual Convention, and the Information Systems Division at the 2022 ICA 72nd Annual Conference.

Haley enjoys coaching youth softball and having too many plants.

A link to Haley’s personal website is available here.

Education

M.A. in Media Arts and Sciences, Indiana University, Bloomington, IN
M.F.A. in Fine Arts (Digital Art), Louisiana State University, Baton Rouge, LA
B.F.A. in Fine Arts (Digital Art), Kansas State University, Manhattan, KS

Publications:

Hatfield, H. R., Ahn, S. J., Klein, M., & Nowak, K. N. (2022). Confronting whiteness through virtual humans: A systematic review of 20 years of research in prejudice and racial bias using virtual environments. Journal of Computer-Mediated Communication, 27(6), https://doi.org/10.1093/jcmc/zmac016

Conference Presentations:

Hatfield, H., Hoa, H., Klein, M., Fu, Y., Zhang, K., Kim, J., Lee, J., Ahn, S. J. (May 25-29, 2023). Composition of and Collaboration Among Communication Scholars in Twenty Years of ICA (2000-2022) [Paper to be presented]. International Communication Association 73rd Annual Conference, Toronto, Canada.

Hatfield, H. R. & Read, G. L. (2022, November 17-20). Toward Creating Safer Social Virtual Space [Paper presentation]. National Conference Association 108th Annual Convention, New Orleans, LA, United States.

Youn-Heil, A. & Hatfield, H. R. (2022, November 17-20). Actions over Intentions: Understanding the associations of insufficient news coverage and racial discrimination on acts of activism [Paper presentation]. Political Communication Division of the National Conference Association 108th Annual Convention, New Orleans, LA, United States.

Hatfield, H. R., & Ahn, S. J. (2022, May 26-30). Do Black Lives Matter in the Empathy Machine? Investigating Whiteness and Immersion on Creating a Shared Reality with 360-Degree Video [Paper presentation]. International Communication Association 72nd Annual Conference, Paris, France. ** Top Paper in the Information Systems Division

Hatfield, H. R., Ahn, S. J., Klein, M., & Nowak, K. N. (2021, November 18-21). Confronting whiteness through virtual humans: A systematic review of 20 years of research in prejudice and racial bias using virtual environments [Paper presentation]. National Communication Association 107th Annual Convention, Seattle, WA, United States. ** Top Paper in the Human Communication & Technology Division

Hatfield, H. R. (2020, September 8-9). Whiteness and Virtual Reality [Paper presentation]. Political Communication Division of the 116th American Political Science Association PreConference, Online. ** Supporting Projects Aimed at Representation and Knowledge (SPARK) award

Deutsch

Ben Deutsch retired from The Coca-Cola Company in December 2017 after a 25-year career, the last 11 years of which he served as Vice President, Corporate Communications. In this global leadership role, Deutsch was responsible for external and internal communications for the world’s largest beverage company.

Prior to joining Coca-Cola, Deutsch worked at the public relations firms of Shandwick USA in Bloomington, Minn., and Wells & Miller in Minneapolis. He also was a sports reporter for the Wisconsin State Journal.

Currently, Deutsch serves on the advisory boards of BoxLock, a start-up security solutions company, and Own the Room, an interactive communications training organization.

Deutsch also serves on the Board of Directors of Extra Special People, which creates transformational experiences for people with disabilities and their families; Covenant House Georgia, which supports homeless and trafficked youth; the Posse Foundation-Atlanta, which recruits, trains and connects dynamic high school students from diverse backgrounds with top colleges and universities; and the HAVE Foundation, which provides quality education for the children of the Agalta Valley of Honduras.

He is a graduate of the School of Journalism and Mass Communications at the University of Wisconsin-Madison, and holds an Executive Master of Science degree in sport business from Temple University. Deutsch and his wife, Karen, have two adult children and reside in Dunwoody, Georgia.

Barto

Mary Ellen Barto has more than 30 years experience working in advertising and media agencies, client marketing organizations, and as an industry consultant. Prior to joining UGA, Mary Ellen worked for Luckie & Co, establishing a Media Center of Excellence within the agency. She also spent 13 years as Vice President of Brand Media and Field Marketing at Arby’s Restaurant Group, where she oversaw strategic media planning and field marketing for the company, managed multiple agency relationships, and was part of the marketing leadership team responsible for the brand’s revitalization. Mary Ellen also held senior positions in some of the industries most respected advertising agencies, including Ogilvy & Mather/Mindshare (New York and Atlanta) and BBDO/OMD (Atlanta), working with a diverse array of clients, including consumer package goods (Kraft Foods, Hershey, Pepperidge Farm, McCormick), telecommunications (ATT), insurance (Nationwide,) financial (American Express) hotels (Sheraton Hotels), Tourism (US Virgin Islands Tourism), as well as retail and QSR brands.

Mary Ellen has an undergraduate degree in Business/Psychology from Albright College (Reading, Pennsylvania).

She joins UGA as Manager of the Talking Dog Agency, guiding and supporting and growing the student-led organization.

Yoon

About: Hye Jin Yoon is an Associate Professor in the Department of Advertising and Public Relations at the University of Georgia. Her research expertise is in humor advertising and humor psychology, with growing interest in sustainable marketing and advertising.

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Education

Ph.D., Mass Communication, University of Georgia
M.A., Mass Communication, University of Georgia
B.A., Mass Communication, Korea University

Research Interests and Activities

Yoon’s primary research interests are humor effects and schema incongruity processing in advertising. Other research interests include health and environmental issues in advertising and their impact on consumers and society, digital and social media advertising, and network and sentiment analysis. Her work has been published in the Journal of Advertising, Journal of Business Research, International Journal of Advertising, Journal of Health Communication, Health Communication, and Journal of Current Issues & Research in Advertising, among others.

Experimental Designs in Practice: Humor Advertising Application Hye Jin Yoon

Hye Jin Yoon, “Experimental Designs in Practice: Humor Advertising Application,” invited guest lecture online in COMM 6300 Quantitative Research Methods, University of Houston, Houston, TX, February 20, 2023.

Role of fresh start mindset framing in reducing stigma and promoting mental health help-seeking behavior Hye Jin Yoon

Lee, Yoon-Joo, Hye Jin Yoon, and Jinho Joo (forthcoming), “Role of fresh start mindset framing in reducing stigma and promoting mental health help-seeking behavior,” Journal of Consumer Behaviour. Abstract: One […]

Does congruency matter for online green demarketing campaigns? Examining the effects of retargeting display ads embedded in different browsing contexts Hye Jin Yoon

Hye Jin Yoon, Yoon-Joo Lee, Shuoya Sun (PhD alum), and Jinho Joo (forthcoming), “Does congruency matter for online green demarketing campaigns? Examining the effects of retargeting display ads embedded in […]

The Role of Corporate Social Responsibility Orientation in Green Demarketing Publicity & Advertising Youngji Seo and Hye Jin Yoon

Hye Jin Yoon, Yoon Joo Lee, Jinho Joo, and Youngjee Ko (Ph.D. candidate), “The Role of Corporate Social Responsibility Orientation in Green Demarketing Publicity & Advertising,” has been accepted for presentation […]

Examining the Effectiveness of Retargeting Display Ads with Online Demarketing Campaigns: The Role of Browser Settings Hye Jin Yoon and Shuoya Sun

Hye Jin Yoon, Yoon Joo Lee, Shuoya Sun (Ph.D. alumnus), and Jinho Joo, “Examining the Effectiveness of Retargeting Display Ads with Online Demarketing Campaigns: The Role of Browser Settings,” has been […]

Are Interactive PSA Formats Always Good? Testing the Identifiable Victim Effect with Instagram Carousel Posts for Pro-Environmental Campaigns Ja Kyung Seo, Hye Jin Yoon & Jeong-Yeob Han

Ja Kyung Seo (Ph.D. student), Hanyoung Kim (Ph.D. alumni), Youngjee Ko (Ph.D. candidate), Hye Jin Yoon, Jeong-Yeob Han, and Youngji Seo (Ph.D. alumni). “Are Interactive PSA Formats Always Good? Testing […]

Humor as a Buffer to Negativity in Advertising Hye Jin Yoon

Hye Jin Yoon, “Humor as a Buffer to Negativity in Advertising.” Invited lecture at the School of Journalism and Advertising, Southern Illinois University, Carbondale, IL, October 24, 2022.

Journal of Advertising Hye Jin Yoon

Hye Jin Yoon has been named an Associate Editor of the Journal of Advertising, effective June 2022.

Increasing the Efficacy of Emotional Appeal Ads on Online Video Watching Platforms: The Effects of Goals and Emotional Approach Tendency on Ad-Skipping Behavior Hye Jin Yoon

Abstract: Using an experimental tool that tracks the viewers’ real-time ad skipping behavior, the current research tested when and why a highly arousing emotional appeal ad that induces a set of […]

Native advertising relevance effects and the moderating role of attitudes toward social networking sites Hye Jin Yoon

Hye Jin Yoon, Yan Huang, and Mark Yi-Cheon Yim (2022), “Native advertising relevance effects and the moderating role of attitudes toward social networking sites,” Journal of Research in Interactive Marketing. Abstract: […]

Will humor increase the effectiveness of human papillomavirus (HPV) advertising? Exploring the role of humor, STD information, and knowledge Hye Jin Yoon and Sung In Choi

Abstract: In this research, we seek to provide effective message strategies to communicate stigma associated health issues such as the human papillomavirus (HPV), by exploring the roles of humor, STD […]

Gaining insights into effects appeals for COVID-19 vaccine messages targeting 18-23 year old college students Xuerong Lu, Shuoya Sun, Youngji Seo, Solyee Kim, Sung In Choi, Wenqing Zhao, Jeffrey Duncan, Hye Jin Yoon, Bartosz Wojdynski & Glenna Read Read More

Decoding Demarketing Advertising: The Role of Company Mission Commitment and Credibility on Demarketing Efforts Shuoya Sun and Hye Jin Yoon

Abstract: Consumers are increasingly in support of sustainable marketing and demarketing has received attention as a viable strategy in response to this growing sentiment. As only a few studies focused on testing […]

A Femvertising Campaign Always #LikeAGirl: Video Responses and Audience Interactions on YouTube Hye Jin Yoon

Abstract: Research into the effects of femvertising on individuals and society is needed and the purpose of this study was to gauge the nature of the campaign ‘Always #LikeAGirl’, one […]

Study finds Grady College Advertising/Public Relations excels in advertising research productivity. Hye Jin Yoon, Karen Whitehill King & Nathaniel J. Evans

Faculty and doctoral graduates in the Department of Advertising and Public Relations in Grady College were the most visible authors or co-authors in the three leading peer-reviewed advertising research journals from 2008-2019, […]

Pseudo-reviews: Conceptualization and consumer effects of a new online Phenomenon Hye Jin Yoon

Abstract: A pseudo-review is a type of online user-generated review (“review”) posted on an e-commerce website that often resembles an authentic review on the surface, telling an exaggerated story about […]

Comedic violence in advertising: Cultural third-person effects among U.S., Korean, and Croatian consumers Hye Jin Yoon

Abstract: Humor is a popular appeal used in global advertising and with the growing use of comedic violence ads in the U.S., it is a worthwhile endeavor to see whether […]

). Interdependent self-construal and number of Twitter followers: Consumer responses to alcohol industry Corporate Social Responsibility (CSR) campaign on Twitter Hye Jin Yoon

Abstract: Twitter has become an important means of communicating alcohol industry CSR campaigns. However, little is known about individual differences in consumer responses to CSR campaigns in the context of […]

Seeking Effective Advertising Appeals for Adults Who are Hesitant to COVID-19 Vaccination: The Role of Humor, Social Norm, and Threat Information Hye Jin Yoon and Jeong-Yeob Han

Hye Jin Yoon and Jeong-Yeob Han has been awarded the Faculty Seed Grants in the Sciences Program ($9,720) through The Owens Institute for Behavioral Research (OIBR) for their proposed project Abstract: People have been found to […]

Pseudo-reviews: Conceptualization and consumer effects of a new online Phenomenon Hye Jin Yoon

Comedic violence in advertising: Cultural third-person effects among U.S., Korean, and Croatian consumers Hye Jin Yoon

Abstract: Humor is a popular appeal used in global advertising and with the growing use of comedic violence ads in the U.S., it is a worthwhile endeavor to see whether […]

The Effects of User Comment Valence of Social Media Health Campaigns on Intention to Vaccinate: The Role of Psychological Reactance Hanyoung Kim, Youngji Seo, Hye Jin Yoon & Jeong-Yeob Han

Paper to be presented to American Advertising Academy (AAA) conference, San Diego, CA. Abstract: Given the prevalent use of social media in disseminating public service announcements (PSAs) encouraging healthy behavior, […]

Teaching Specialties

Dr. Yoon’s teaching interests including media planning, digital media, international advertising, consumer psychology, and quantitative research methods.

Experience

Prior to coming to UGA, Dr. Yoon has worked at SMU as a professor for nine years.

Awards and Fellowships

Journal of Interactive Advertising Best Reviewer Award, 2019

Journal of Advertising Best Reviewer Award, 2018

Sam Taylor Fellowship Award, 2012, 2014-2018

ICA Communication and Technology Division, Top Three Faculty Paper, 2011

American Academy of Advertising Dissertation Award, 2010

Clementson

About: Dr. Clementson teaches undergraduate- and graduate-level public relations. His research examines the effects of public figures and politicians dodging questions. When he isn’t on campus teaching, running experiments, and cheering for the Bulldawgs, he loves watching the Atlanta Braves and the Oakland Athletics, and he plays the drums. He and his wife Laura have two sons, who are bilingual in English and Brazilian Portuguese.

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Education

Ph.D., Communication, The Ohio State University
M.A., Communication Studies, University of Miami
B.A., Political Science, James Madison University

Research Interests and Activities

Dr. Clementson runs experiments testing how politicians and business spokespersons dodge reporters’ questions and whether audiences notice. He builds theoretical models that explore how the public will cognitively process deception in media interviews. His latest studies assess whether the public can detect when a company spokesperson is dodging questions amidst a company crisis, and the different ways a public figure might deceive audiences. His work has been published in Journal of Communication, Public Relations Review, Political Psychology, Communication Studies, Journal of Language and Social Psychology, Presidential Studies Quarterly, Discourse & Communication, Mass Communication and Society, International Journal of Sport Communication and Journal of Political Marketing. His research has also appeared in Politico, NPR, NBC News, the Boston Globe, the Daily Mail, Scientific American, the San Francisco Chronicle, the Houston Chronicle, the Huffington Post, the New York Post, the Washington Examiner, New York magazine, Psychology Today and Newsweek.

Communication Education David Clementson

David Clementson was identified as one of the Top 25 most prolific researchers published in communication journals in the five-year period from 2017 to 2021. The finding appeared in the […]

Society frowns upon spinning and so do the alleged spin doctors: Tests of present and future crisis communicators responding to spin in the media David Clementson

David E. Clementson & Beatty, M. J. (in press). “Society frowns upon spinning and so do the alleged spin doctors: Tests of present and future crisis communicators responding to spin […]

Are presidential candidates impervious to deception detection? A test of voters’ truth-default David Clementson and Tong Xie

David E. Clementson & Xie, T. (Grady ADPR Ph.D. grad). (2022). “Are presidential candidates impervious to deception detection? A test of voters’ truth-default.” Presidential Studies Quarterly, 52(4), 728–747. http://doi.org/10.1111/psq.12809 Abstract: […]

COVID Impact Research Recovery Funding grant David Clementson

David E. Clementson, COVID Impact Research Recovery Funding grant from the UGA Office of Research/Academic Affairs/Provost, for a proposal to experimentally test “Impact of (In)Civility in Messaging Through Political Debates.” […]

The Science of Winning Media Interviews David Clementson

David Clementson gave a talk entitled “The Science of Winning Media Interviews” as part of a June 7, 2022, training session held by Maven Strategies, a Democratic political consulting firm […]

Approaching the public relations profession with ease and ethical expertise: A class project to encourage, equip, and empower students entering the internship market David Clementson

David E. Clementson, (in press). “Approaching the public relations profession with ease and ethical expertise: A class project to encourage, equip, and empower students entering the internship market.” Communication Teacher. […]

Approaching the profession with ease and ethical expertise: A class project to encourage, equip, and empower students for entering the internship market David Clementson

Abstract: Public relations and strategic communication are offered in communication departments with a field of study largely geared toward professional communicators. The majors place a heavy emphasis on internships which […]

How Politicians Dodge Questions and How They Get Caught: Strategies for Political Campaigns, Journalists, and Voters David Clementson

Masterclass virtual – Escuela de Comunicación, Universidad Panamericana, Campus Guadalajara (Zapopan, Jalisco), México – Sept. 20, 2021

). Effects of a “spin doctor” in crisis communication: A serial mediation model of identification and attitudes impacting behavioral intentions David Clementson

Abstract: This paper combines theories of identification and image repair to explain why an organization in crisis should avoid designing messages that engage in “spin.” An experiment is reported (N = […]

(In)sincere demeanor and (in)sincere language in crisis communication David Clementson

Abstract: Perceptions of a crisis communicator’s sincerity drive reactions to an organization’s response amidst a scandal. However, a spokesperson can nonverbally appear sincere while deceptively evading questions and can appear […]

What does it mean to have a presidential image? A multiple-group confirmatory factor analysis measuring Trump and Biden in 2020. David Clementson and Tong Xie

Abstract: U.S. presidential candidates aspire to have a “presidential image.” Political communication researchers, media pundits, political scientists, pollsters, campaign consultants, and other political marketers speculate about who is “presidential” and […]

The power of style: Sincerity’s influence on post-crisis reputation David Clementson

Abstract: Crisis communication scholars have suggested that sincerity is critical to an effective crisis response, and a robust body of research suggests that certain mannerisms and communication styles can make […]

Sincerity vs. honesty: Testing a spokesperson’s deceptive demeanor and veracity in crisis communication David Clementson

Abstract: Mass communication research has long indicated that during a scandal an organization’s spokesperson should exude sincerity. However, no research has examined the deceptive and misleading nature of sincerity. In […]

What does it mean to be “presidential”? A multiple-group confirmatory factor analysis of the invariance of indicators in a unidimensional scale David Clementson and Tong Xie

Abstract: U.S. presidential candidates aspire to be perceived as “presidential.” Political communication researchers, political scientists, pollsters, campaign consultants, and media pundits speculate about who is “presidential” and “unpresidential.” No prior […]

The power of political journalists as deception detectors and how politicians reactivate voters’ truth-default David Clementson and Tong Xie

Abstract: Journalists serve as deception detectors for voters. Sometimes politicians refute journalists’ assertions. How do voters discern whom to believe? Based on cognitive sequences posited by truth-default theory (TDT), experiments […]

Reviewer of the Year award for the journal Mass Communication and Society David Clementson

David Clementson has won the Reviewer of the Year award for the journal Mass Communication and Society. The editor said, “This year we worked hard to identify one winner on […]

Top Faculty Paper David Clementson and Tong Xie

Clementson, D. E., & Xie, T. (2021, May 27-31). The power of political journalists as deception detectors and how politicians reactivate voters’ truth-default [Paper presentation]. International Communication Association 71st Annual […]

How partisan voters detect deception in polarizing political media David Clementson and Tong Xie

Abstract: The public considers politicians to be deceptive. Empirical research, however, indicates voters fail to notice deception from politicians in practice. An experiment was run in which U.S. voters (n […]

Are deceitful politicians impervious to scrutiny? A test of voters’ truth-default David Clementson and Tong Xie

Abstract: Truth-default theory (TDT) holds that people tend to passively believe others without consciously considering whether they are being told the truth. But do voters have a truth-default toward politicians? […]

The power of political journalists as deception detectors and how politicians reactivate voters’ truth-default David Clementson and Tong Xie

Narratives as viable crisis response strategies: Attribution of crisis responsibility, organizational attitudes, reputation, and storytelling David Clementson

Abstract: This article expands situational crisis communication theory (SCCT) to narrative persuasion. In a randomized experiment featuring a news interview of a scandalized company, an organization’s spokesperson responds to a […]

Narrative storytelling and anger in crisis communication David Clementson and Tong Xie

Abstract: This paper reports a test and extension of the model posited by the theory of crisis response narratives, in which the public manifests identification with a spokesperson who tells […]

On the merits of transparency in crisis: Effects of answering vs. evading through the lens of deception theory. David Clementson and Tong Xie

Abstract: This article applies interpersonal deception theory (IDT) to crisis communication. As strategic communicators, spokespeople representing organizations in crisis often evade questions in media interviews. Upper management and legal counsel […]

Truth Bias and Partisan Bias in Political Deception Detection David Clementson

Every two years the International Association of Language and Social Psychology selects a Top Paper Award. This year the award was given to David Clementson for “Truth Bias and Partisan […]

Effects of partisan bias on perceptions of evasion in a political news interview David Clementson and Tong Xie 106th National Communication Association conference, Political Communication division, Indianapolis, IN.

Clementson, D. E., & Xie, T. (Grady PhD student) (2020, Nov.). Effects of partisan bias on perceptions of evasion in a political news interview. Paper to be presented at the 106th […]

Narrative storytelling and anger in crisis communication Tong Xie and David Clementson 106th National Communication Association conference, Public Relations division, Indianapolis, IN

Clementson, D. E., & Xie, T. (Grady PhD student) (2020, Nov.). Narrative storytelling and anger in crisis communication. Paper to be presented at the 106th National Communication Association conference, Public […]

Narrative persuasion, identification, attitudes, and trustworthiness in crisis communication David Clementson 106th National Communication Association conference, Public Relations division, Indianapolis, IN

Clementson, D. E. (2020, Nov.). Narrative persuasion, identification, attitudes, and trustworthiness in crisis communication. Paper to be presented at the 106th National Communication Association conference, Public Relations division, Indianapolis, IN. […]

Deceptive Evasion in Politics: Addressing a Divide in Research and Reality David Clementson

David Clementson was awarded a $9,800 grant from UGA Office of Research’s “Faculty Seed Grants in the Sciences” for my proposal entitled “Deceptive Evasion in Politics: Addressing a Divide in […]

Narrative persuasion, identification, attitudes, and trustworthiness in crisis communication. David Clementson

Abstract: The purpose of this study is to test the effects of narratives in crisis communication. This research assesses how organizations benefit from using stories in their media responses, relative […]

David Clementson receives Top Paper Award David Clementson

David Clementson received a Top Paper Award for “Let Me Tell You Our Side of the Story: Narrative Immersion in a Crisis Communication Media Interview.” Paper to be presented at […]

Grant to David Clementson David Clementson

David Clementson was one of three people nationally to receive a seed grant from the Glen M. Broom Center at San Diego State for his study investigating the effectiveness of […]

David Clementson received a $500 grant from the Glen M. Broom Center for Professional Development in Public Relations David Clementson

David Clementson received a $500 grant from the Glen M. Broom Center for Professional Development in Public Relations, at San Diego State University to test narrative persuasion strategies and crisis […]

Why won’t you answer the question? Mass-mediated deception detection after journalists’ accusations of politicians’ evasion David Clementson

Abstract: Journalists often accuse politicians of dodging questions. Truth-default theory (TDT) predicts that when journalists serve as de facto deception detectors, the audience will process the messaging through a cognitive […]

Ethical public relations vs. deceptive spinning: Experimental tests of crisis media relations in theory and practice. David Clementson Read More

How a spokesperson hurts business by being evasive in crisis: Serial mediation effects of identification and attitudes. David Clementson Read More

How web comments affect perceptions of political interviews and journalistic control. David Clementson

Abstract: People are often exposed to polarized viewpoints in web comment sections. Inspired by attribution theory and framing theory, this article tests the effects of comments that frame a politician […]

Do public relations practitioners perceptually share ingroup affiliation with journalists? David Clementson

Abstract: Upwards of 200 studies over the past hundred years have reported on the relationship between public relations practitioners and journalists. However, no experiment has compared the group members’ perceptions […]

Teaching Specialties

Dr. Clementson’s teaching specialties include: introduction to public relations (graduate-level), public relations (honors undergraduate-level), public relations campaigns (undergraduate- and graduate-level) and quantitative research methods.

Experience

Dr. Clementson’s public relations and political communication research is inspired by his professional background. He worked in journalism, politics and public relations for about a decade. He was a journalist for newspapers and magazines, primarily covering politics and government. He ran successful political campaigns for Democrats and Republicans in several states along the U.S. East Coast. He also served as a communication director for a public relations, marketing and advertising firm, a professional opposition researcher for politicians, and the director of communication and press secretary for Attorney Generals. Before coming to UGA, Dr. Clementson was an assistant professor of public relations at California State University, Sacramento, where he was a co-advisor to PRSSA.

Pfeuffer

About: Dr. Pfeuffer teaches strategic communication research and management. His research interests include the psychology of advertising effects and native advertising regulation.

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Education

Ph.D., Mass Communication, University of Minnesota
M.C.M., Communication Management, University of Southern California
B.A., Communication, George Mason University

Research Interests and Activities

Dr. Pfeuffer’s research takes a social psychological approach to the examination of advertising effects. His work is at the nexus of online advertising, consumer behavior, and consumer protection and explores the effects and mechanisms of native and covert online advertising formats. Recently, he has focused on the effects of sponsorship disclosure in electronic word-of-mouth communication. He has presented his research at national and international conferences.

Will Brands Make it if They Fake it? Exploring the Effects of CGI Influencer Disclosures in Sponsored Social Media Posts Alexander Pfeuffer and Jooyoung Kim

Alex Pfeuffer, Haley Hatfield (Ph.D. student), & Jooyoung Kim. “Will Brands Make it if They Fake it? Exploring the Effects of CGI Influencer Disclosures in Sponsored Social Media Posts.” Paper […]

Understanding Personalized Recruitment Ads’ Effectiveness: The Role of Personalization Type and Message Involvement Alexander Pfeuffer

J. Pfiffelmann & Alexander Pfeuffer.(Forthcoming). Understanding Personalized Recruitment Ads’ Effectiveness: The Role of Personalization Type and Message Involvement. Journal of Interactive Advertising. Abstract: In response to the challenge of replacing retiring […]

Fuzzy Boundaries: Journalists telling branded stories Karin Assmann and Alexander Pfeuffer

Abstract: Brand Studios have become ubiquitous in news outlets across the United States. Situated in news organizations with the attention of audiences that brands hope to reach, these in-house creative studios […]

AAA Research Fellowship Award Alexander Pfeuffer and Joe Phua

Alex Pfeuffer, assistant professor of advertising, and Joe Phua, associate professor of advertising, were awarded a AAA Research Fellowship Award for a 3-year research project studying vlogs and trust cues […]

Pushing Fuzzy Boundaries: Advertising, Journalism Ethics and Professional Identities in Branded Newsrooms Karin Assmann and Alexander Pfeuffer

Panel proposal accepted for the Association for Education in Journalism and Mass Communication (AEJMC) annual conference, August 2022. Panelists: Alexander Pfeuffer, Ava Sirrah, Columbia University (PhD candidate).

Reaching the Vaccine-Averse: The Role of Cue-based Trust in COVID-19 Vaccination Social Media Vlogs Addressing Vaccine Hesitancy Joe Phua and Alexander Pfeuffer

A multi-method study (Study 1: Focus groups; Study 2: Survey; Study 3: Online experiment) will examine user-generated COVID-19 vaccine information in social media-based vlogs to (1) identify eWOM content attributes […]

Getting to Yes: Vaccinating the Hesitant and Resistant Among Populations who Experience Health Disparities and Lower Vaccination Rates Glen Nowak and Alexander Pfeuffer

Abstract: Getting to Yes is a collaboration with The Tri-County Rural Health Network, UMAS, GSU, and UGA. The overall goal of this work will be to understand the drivers of the […]

Stranger Danger? Cue-based Trust in Online Consumer Product Review Videos Joe Phua and Alexander Pfeuffer

Abstract: Trust is a significant factor in electronic word-of-mouth (eWOM) effects. Consumers often need to form judgments about others using heuristic cues when they cannot rely on previous cumulative experiences with […]

Trusting on a Whim? A Multi-method Inquiry of Cue-based Trust in Online Consumer Product Reviews Alexander Pfeuffer, Joe Phua & Marilyn Primovic

Abstract: Online, consumers often cannot develop trust through cumulative experiences with another party but must instead rely on heuristic cues for their trust formation. Drawing on the theoretical construct of […]

The Portrayal of Forest Certification in National and State Newspapers of the United States Alexander Pfeuffer

Abstract: Forest certification has emerged as a market-based tool to safeguard the sustainability of the world’s forests. Since media can shape public opinion, this study examines media treatment of forest […]

Stranger Danger? Cue-based Trust in Online Consumer Product Review Videos. Alexander Pfeuffer and Joe Phua

Abstract: Trust is a significant factor in electronic word-of-mouth (eWOM) effects. Online, consumers often need to form judgments about others using heuristic cues when they cannot rely on previous cumulative […]

The Effect of Sponsorship Disclosure in YouTube Product Reviews. Alexander Pfeuffer

Abstract: Facing the rising trend of sponsored product reviews posted on social media, government regulatory agencies have published industry guidelines requiring disclosure of sponsorship in social media product reviews. However, […]

Effects of Different Sponsorship Disclosure Message Types on Consumers’ Trust and Attitudes Alexander Pfeuffer

Abstract: Addressing the problem of increasing sponsored eWOM and diverse and confusing disclosure practices, this study examined the effects of different types of sponsorship disclosure messages on (1) consumers’ trust […]

Effects of Different Sponsorship Disclosure Message Types on Consumers’ Trust and Attitudes toward Sponsored eWOM Alexander Pfeuffer

Abstract: Addressing the problem of increasing and diversifying sponsored eWOM on social media, this study examined the effects of different types of sponsorship arrangements and disclosure messages, with focus on […]

Teaching Specialties

His primary teaching interests include research methodology, mass communication theory, and communication management.

Awards and Fellowships

• He was the recipient of the 2017 Ralph D. Casey Dissertation Award (University of Minnesota.)

Primovic

Marilyn Primovic seeks to understand the ways media influences consumer decision making.

Completing both her B.A. in journalism and M.A. in advertising and public relations from the Grady College in four years, Primovic was named Deborah Norville Journalism Scholar, Peyton T. Anderson Journalism Scholar and M. Tyus Butler Journalism Scholar. While a student, she worked as an investigative reporting intern at America’s largest major market news station, WSB-TV Atlanta. She has worked as a marketing assistant for UGA Recreational Sports since 2016, receiving the highest honor in the department, the Michael G. Warren Award, in 2017.

Primovic looks forward to using these experiences to inform persuasive communication research that can be applied to the field.

Cullen

About

Originally from the United Kingdom, Tom Cullen specializes in teaching public relations writing and communication. Cullen also serves as Program Manager to the Crisis Communication Coalition (CCC).

View Curriculum Vitae

Education

MFA, Narrative Media Writing, University of Georgia, 2021

M.A., Journalism and Mass Communication, University of Georgia, 2018

B.A. (Hons), 1st Class, History, University of Liverpool, 2015

Teaching Specialties

As instructor-of-record for ADPR5920: Public Relations Communication, Cullen specializes in teaching students real-world writing skills. Known for taking a holistic approach to student development, Cullen frequently mentors students applying to internships, jobs and graduate school.

In 2021, the College of Journalism and Mass Communication recognized him as its “Public Relations Teacher of the Year.”

Grimsley

Neila Grimsley works with Dr. Grace Ahn across multiple federally-funded projects. She is currently the program coordinator for the Translation Core of the Center for Children’s Health Assessment, Research Translation, and Combating Environmental Racism (CHARTER) and simultaneously serves as the program coordinator for the Virtual Fitness Buddy Ecosystem study, which is funded by the National Institutes of Health (NIH). Within this role, she has collaboratively coordinated recruitment efforts and data collection at each of the projects’ YMCA after-school sites in Metro-Atlanta. She has also managed logistical and administrative aspects of the project and provided support and oversight to current graduate students. Neila received her Masters in Public Health from the University of Georgia in 2011 and her degree in Child and Family Development and Public Relations from UGA in 2009.