معرفی
Zijian Harrison Gong serves as an Associate Professor in the Department of Advertising at Texas Tech University's College of Media & Communication, where his research examines motivated media processing to understand how message design impacts attention, recall, and persuasion through methodologies like eye-tracking and psychophysiological measurement.
Education:
- Ph.D., Texas Tech University, 2015
- M.A., Abilene Christian University, 2011
His scholarly work spans political communication, sport communication, visual communication, and advertising persuasion, with particular focus on how source characteristics and message execution elements influence media effectiveness. Gong's experimental approach integrates cognitive psychology principles to provide actionable insights for media practitioners seeking to optimize message impact through attentional mechanisms and resource allocation models.
Analysis of his 2016-2020 publications reveals consistent emphasis on visual attention dynamics in advertising contexts, especially regarding sexual appeals and display design. These studies predominantly employ eye-tracking methodologies to map attentional patterns, demonstrating how visual salience interacts with product involvement to shape cognitive processing and attitude formation in consumer contexts.
Scientific Awards:
- Top Faculty Paper Award (1st prize) for 'Processing Capacity in Visual Search: The Impact of Visual Salience and Involvement on Attention,' 2016 AEJMC Annual Convention
- Doctoral Dissertation Completion Fellowship, 2015, Texas Tech University
- Helen DeVitt-Jones Graduate Fellowship, 2014-2015
- Study Abroad Competitive Scholarship, 2012-2014
- Hutcheson Graduate Research Scholarship, 2013-2014
- First Place Panel Award, 2012 Arts and Humanities Graduate Student Research Conference
- Graduate Assistant Service of the Year, 2011, Abilene Christian University
- Graduate Researcher of the Year Award, 2011, Abilene Christian University
Gong actively contributes to Texas Tech's Center of Excellence in Obesity and Cardiometabolic Research and Center for Communication Research, with emerging collaborations exploring visual attention dynamics in health communication contexts. His future research agenda prioritizes visual attention to health information in rural communities and persuasive messaging frameworks for public health initiatives.
