Chang Dae Ham

Chang Dae Ham is a Professor in the Charles H. Sandage Department of Advertising and the Institute of Communications Research at the University of Illinois. He also serves as Associate Head of Graduate Studies in his department. His research focuses on advertising persuasion mechanisms, consumer behavior in digital environments, crisis management in corporate contexts, and the intersection of social media with corporate social responsibility (CSR). Key areas include influencer marketing, native advertising avoidance, psychological reactance in ad interactions, and generational differences in green purchasing behaviors.

Ham’s work integrates theories such as the Persuasion Knowledge Model (PKM) and the Protection Motivation Theory to understand how consumers navigate and respond to advertising. His recent studies explore AI’s role in influencer marketing, the effectiveness of CSR strategies during crises, and the cognitive processes behind consumer avoidance of intrusive ads on platforms like Facebook. His research often bridges academic theory with practical applications, influencing marketing strategies and policy recommendations.

Notable contributions include analyzing construal fit in crisis response strategies and investigating how mood and arousal affect evaluations of search engine ads. His findings have implications for corporate crisis communication, digital advertising design, and regulatory frameworks for political advertising on social media.

Ham collaborates internationally on projects examining cross-cultural consumption patterns and media literacy. His work frequently appears in top-tier journals like the Journal of Interactive Advertising and Sustainability, reflecting his commitment to rigorous, interdisciplinary scholarship.