Academic Profile

Academic Profile

Asst Prof Chen Lou

Assistant Professor, Wee Kim Wee School of Communication and Information

Asst Prof Chen Lou

Dr. Chen Lou is an assistant professor in the Wee Kim Wee School of Communication and Information (WKWSCI). She received her Ph.D. degree from the Department of Advertising and Public Relations and Information and Media Studies (IMS) program at Michigan State University in December 2016. She earned her B.A. in Journalism from the School of Journalism and Communication at Wuhan University of China, and her M.S. degree from the E. W. Scripps school of Journalism at Ohio University.

Dr. Lou’s research focuses on consumer psychology and media effects. From this perspective, she has investigated how consumers process information and the mechanisms through which marketing communications affect consumer behaviors. Generally, her research utilizes information processing as a central mechanism to explicate the role of marketing communication experiences in consumer behaviors. Within this context, she has looked into the effects and mechanisms of a variety of brand communications (e.g., influencer campaigns, 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. She conducts experiments in most of her research, which involves self-report, eye-tracking, and psychophysiological measures. She has also been applying a big data approach to analyze topics and sentiment in social media advertising. Her research has been published in leading journals in both advertising and communication, including the Journal of Advertising, Journal of Interactive Advertising, Journal of Computer-Mediated Communication, Media Psychology, among others.

Dr. Lou is the recipient of the 2019 American Academy of Advertising (AAA) Research Fellowship Grant. 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)
2019 American Academy of Advertising Research Fellowship recipient (Sole PI)
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
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)
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., Tan, S., & Chen, X. (2019). Investigating consumer engagement with influencer- vs. brand-promoted ads: The roles of source and disclosure. Journal of Interactive Advertising, 19(3), 169-186.
  • 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.
  • Lou, C., Xie, Q., Feng, Y., & Kim, W. (2019). Does Non-hard-sell content really work? Leveraging the value of branded content marketing in brand building. Journal of Product and Brand Management, 28(7), 773-786.
  • Lou, C., & Kim H. (2019). Fancying the new rich and famous? Explicating the roles of influencer content, credibility, and parental mediation in adolescents’ parasocial relationship, materialism, and purchase intentions. Frontiers in Psychology, 10, 2567.

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