Academic Profile

Academic Profile

Asst Prof Chen Lou

Assistant Professor, Wee Kim Wee School of Communication and Information

Asst Prof Chen Lou

Dr. Lou's research focuses on consumer psychology and advertising effects. From this perspective, she has investigated how consumers process information and the mechanisms through which marketing communications affect consumer behavior. Generally, her research utilizes information processing as a central mechanism to explicate the role of marketing communication experiences in consumer behavior. Within this context, she has looked into the effects and mechanisms of a variety of brand communications (e.g., influencer marketing, content marketing strategies, advertising portrayals of female model sizes, and the use of 360-degree video in brand’s storytelling), as well as the roles of social and psychological factors in the persuasion process.

Dr. Lou is a mixed-methods researcher with a strong quantitative focus, experienced in a broad range of research methods, including lab and online experiment, survey, in-depth interview, focus group, and data mining; In her recent publications, she has used eye-tracking and psychophysiological measures, as well as topic modeling and sentiment analysis through a big data approach.

Her work has appeared in leading journals in both advertising and communication, including the Journal of Advertising, International Journal of Advertising, Journal of Interactive Advertising, Journal of Computer-Mediated Communication, Media Psychology, among others. She was awarded the 2019 Best Article Award at the Journal of Interactive Advertising, and was also a recipient of the 2019 American Academy of Advertising (AAA) Research Fellowship Grant.

Before joining NTU, she was a Ph.D. student in the Department of Advertising and Public Relations at Michigan State University. She also studied at Ohio University (M.S. degree, the E. W. Scripps school of Journalism) and Wuhan University (B.A. School of Journalism and Communication). She has been serving on the Global and Multicultural Committee of the American Academy of Advertising (AAA) association, the AEJMC Presidential Task Force on Careers Committee (2017-2019), and the Editorial Review Board of International Journal of Advertising. She also serves as the International Liaison of the Information Systems Division within the International Communication Association (ICA) (2019-2022).

Selected Research Awards and Honors:

2019 Journal of Interactive Advertising Best Article Award (Lead author) (This article is also among the AAA journals' most influential articles in 2019)
2019 American Academy of Advertising Research Fellowship recipient (Sole PI)
2016 Mass Communication and Society Article of the Year (Co-author)
2015 Journal of Interactive Advertising Best Article Award (Co-author)
2014 Top Poster Award of ComSHER Division, AEJMC (Lead author)

Awards under supervision:

2020 AEJMC Top Student Paper Award @LGBTQ Interest Group (FYP Supervisor)
2020 Top Research FYP Award (supervisor), WKWSCI, NTU
2019 NTU Undergraduate Research Experience on CAmpus (URECA) research (Supervisor): 2nd prize for Best poster, 1st prize for peer assessment, & 1st prize for most popular poster of Social Sciences


***Dr. Lou serves as the co-editor of an upcoming special issue on Future Trends in Influencer Marketing in the International Journal of Advertising (Deadline: Nov. 30, 2020):
Research Interests
Consumer Psychology
Social Media Advertising
Marketing Communication
Current Projects
  • Effects Of Conspicuity And Integration Of Warning Messages In lnstagram Alcohol Ads: Balancing Between Persuasion And Reactance Among Underage Youth In Singapore And United States
  • Effects Of Conspicuity And Integration Of Warning MessagesIn Instagram Alcohol Ads: Balancing Between Persuasion AndReactance Among Underage Youth In Singapore And UnitedStates
  • Redefining Parasocial Relationship in Social Media Marketing and Ensuring Adequate Consumer Protection
Selected Publications
  • Lou, C., & Xie, Q. (Accepted). (2020). Something Social, Something Entertaining? How Digital Content Marketing Augments Consumer Experience and Brand Loyalty. International Journal of Advertising, .
  • Lou, C., & Alhabash, S. (in press). (2020). Alcohol Brands being Socially Responsible on Social Media? When and How Warning Conspicuity and Warning Integration Decrease the Efficacy of Alcohol Brand Posts among Under-Drinking-Age Youth. Journal of Interactive Advertising, .
  • Lou, C., Ma, W., & Feng, Y. (Accepted). (2020). A Sponsorship Disclosure is Not Enough? How Advertising Literacy Intervention Affects Consumer Reactions to Sponsored Influencer Posts. Journal of Promotion Management, .
  • Lou, C., Tse, C., & Lwin, M. (2019). “Average-sized” Models Do Sell, but What about in East Asia? A Cross-cultural Investigation of US and Singaporean Women. Journal of Advertising, 48(5), 512-531.
  • Feng, Y., Xie, Q. & Lou, C. (2019). The key to 360-degree video advertising: An examination of the degree of narrative structure. Journal of Advertising, 48(2), 137-152.

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