معرفی
Zijian (Harrison) Gong is an Associate Professor in the Department of Advertising & Brand Strategy at Texas Tech University's College of Media & Communication. His expertise spans political communication, sport communication, visual communication, advertising persuasion, and message design. He holds a Ph.D. (2015) and M.A. (2011) from Texas Tech University and Abilene Christian University, respectively.
Dr. Gong’s research focuses on selective attention in persuasive messages, particularly how visual design and message layout influence recall and attitude formation. He employs quantitative methods including eye-tracking, surveys, and experimental designs. His work emphasizes understanding how source credibility and message features enhance media persuasion effectiveness.
- Education:
- Ph.D. in Communication, Texas Tech University (2015)
- M.A. in Communication, Abilene Christian University (2011)
Key research themes include the impact of sexual appeal in advertising, motivational processing in fear/disgust appeals, and visual attention in political debates. He has received multiple awards, including the 2016 AEJMC Top Faculty Paper Award and Texas Tech’s Dissertation Completion Fellowship.
Teaching focuses on media planning, advertising campaigns, and research methods. His work appears in journals like Journal of Marketing Theory and Practice, International Journal of Advertising, and Communication Monographs. His Google Scholar profile is accessible via this link.
