Fuyuan Shen

Fuyuan Shen is the Donald P. Bellisario Professor of Advertising in the Department of Advertising and Public Relations, and affiliate faculty of the Bellisario College’s Media Effects Research Lab. His research and teaching areas are advertising, media effects, persuasion, and strategic communications. He is interested in studying the effects of ads and other messages, in both traditional and new media, on individuals’ information processing and attitudes. His previous research has examined the impact of message frames and emotions on individuals’ attitudes, risk perceptions, and other cognitive or affective responses.

He has also conducted studies to understand the psychological effects of narratives and news frames in communicating information on social and health issues. He has used experiments, surveys and other quantitative methods to explore both conceptual and methodological issues in media effects research. His research has appeared in such journals as International Journal of Advertising, Journal of Advertising, Journal of Communication, Journalism & Mass Communication Quarterly, and Mass Communication and Society.

His research and teaching contributions have been recognized with the Deans’ Excellence Awards for Research and the Deans’ Excellence Award for Integrated Scholarship in the Bellisario College. He teaches undergraduate classes in advertising as well as a graduate research seminar in strategic communications. He has previously served as the editor of Mass Communication and Society and has taught as a visiting professor at Hong Kong Baptist University and the University of Hawaii at Manoa.

Shen, F., Yang, G., Conlin, J., & Wang, X. (2024). Effects of green messages in advertisements: A meta-analysis. International Journal of Advertising, 43(1), 36-52.

Conlin, J., Kumble, S., Baker, M., & Shen, F. (2024). Re-routing persuasion: How conversion messages boost attitudes and reduce resistance among holdouts unvaccinated for COVID-19. Health Communication, 39(12), 2834-2849.

Huang, Y., Shen, F., & Ye, Z. (2022). Do storytelling and processing motivation matter? Comparing narratives and exemplars in promoting Hepatitis C screening among college students. Journal of Health Communication, 27(8), 535-544.

Vafeiadis, M., Wang, W., Baker, M., & Shen, F. (2022). Examining the effects of celebrity (vs. noncelebrity) narratives on opioid addiction prevention: identification, transportation, and the moderating role of personal relevance. Journal of Health Communication, 27(5), 271-280.

Wei, L., Yang, G., Shoenberger, H., & Shen, F. (2021). Interacting with social media ads: Effects of carousel advertising and message type on health outcomes. Journal of Interactive Advertising, 21(3), 269-282.

Yang, F., & Shen, F. (2018). Effects of web interactivity: A meta-analysis. Communication Research, 45(5), 635-658.

Vafeiadis, M., Li, R., & Shen, F. (2018). Narratives in political advertising: An analysis of the political advertisements in the 2014 midterm elections. Journal of Broadcasting & Electronic Media, 62(2), 354-370.

Huang, Y., & Shen, F. (2016). Effects of Cultural Tailoring on Persuasion in Cancer Communication: A Meta‐Analysis. Journal of Communication, 66(4), 694-715.

Wang, W., & Shen, F. (2016). Reciprocal Communication in Online Health Support Groups: Effects of Message Format and Social Support on Individual Responses to Health Issues. Media Psychology, 1-27.

Shen, F., Sheer, V., & Li, R. (2015). Impact of narratives on persuasion in health communication: A meta-analysis. Journal of Advertising, 44(2), 105-113.

Shen, F., & Yan, C. (2015). Causal attributions and frames: An examination of media coverage of obesity among adults and children. Communication & Society,31, 45-64.

Shen, F., Ahern, L., & Baker, M. (2014). Stories that count: Influence of news narratives on issue attitudes. Journalism & Mass Communication Quarterly, 91 (1), 98-117.

Seo, K., Dillard, J., & Shen, F. (2013). Effects of message framing and visual image on persuasion, Communication Quarterly, 61 (5), 564-583

Yu, N., & Shen, F. (2013). Benefits for me or risks for others: A cross-cultural investigation of the effects of message frames and cultural appeals. Health Communication, 28(2), 133-145.

Yan, C., Dillard, J., & Shen, F. (2012). Emotion, motivation, and the persuasive effects of message framing. Journal of Communication, 62(4), 682-700.

Lin, H., & Shen, F. (2012). Regulatory focus and attribute framing: Evidence of compatibility effects in advertising. International Journal of Advertising, 31(1), 169-188.

Shen, F., Dardis, F, & Edwards, H. (2011). Advertising exposure and message type: Exploring the perceived effects of soft-money television political ads. Journal of Political Marketing, 10(3), 1-15.

Yu, N., Ahern, L., Connolly-Ahern, C., & Shen, F. (2010). Communicating the risks of Fetal Alcohol Spectrum Disorder: Effects of message framing and exemplification. Health Communication, 25, 692-699.

Yan, C., Dillard, J., & Shen, F. (2010). The effects of mood, message framing, and behavioral advocacy on persuasion. Journal of Communication, 60(2), 344-363.

Dardis, F., & Shen, F. (2008).The influence of evidence type and product involvement on message-framing effects in advertising. Journal of Consumer Behaviour, 7(3), 222-238.

Dardis, F., De Boef, S., Baumgartner, F. R., Boydstun, A. E., & Shen, F. (2008). Media framing of capital punishment and its impact on individuals’ cognitive responses. Mass Communication & Society, 11(2), 115-140.

Dardis, F., Shen, F., & Edwards, H. H. (2008). Effects of negative political advertising on individuals’ cynicism and self-efficacy: The impact of ad type and message exposures. Mass Communication & Society, 11(1), 24-42.

Shen, F., & Chen, Q. (2007). Contextual priming and applicability: Implications for ad attitude and brand evaluations. Journal of Advertising, 36(1), 69-81.

• Storytelling may make political ads powerful persuaders
• Five named Big Ten Academic Alliance Department Executive Officer Fellows
• People tend to exaggerate the influence of political ads
• Faculty, students launch campaign on risks of drinking while pregnant