PAUL BOLLS‘ research agenda is focused on cognitive/emotional processing of media. He is interested in discovering how content and production features of media can be combined to create effective public health campaign messages.
Bolls is a co-director of the Psychological Research on Information and Media Effects (PRIME) Lab. The PRIME Lab is an experimental research lab dedicated to the study of cognitive and emotional processing of media. Doctoral students use the lab facilities for their dissertations and other research. In 2005 the lab received a $56,700 grant from the National Cancer Institute, Center for Excellence in Cancer Communication Research, to study cognitive/emotional responses to breast cancer survivor narratives.

Bolls has been recognized for supporting and promoting undergraduate research and creative and scholarly achievement. The University of Missouri-Columbia Office of Undergraduate Research named him one of two recipients of the 2007 Outstanding Undergraduate Research Mentor Award at the annual Undergraduate Research and Creative Achievements Forum. Two undergraduate students that Bolls mentored presented original scholarly research at an annual meeting of the International Communication Association.

Prior to joining the Missouri School of Journalism, Bolls taught and directed the Laboratory for the Study of Communication, Emotion and Cognition at Washington State University in Pullman. His work has been published in Communication Research, Journal of Broadcasting and Electronic Media, Journal of Marketing Communications and Media Psychology. Bolls has presented his research to professional groups including the National Association of Broadcasters, Seattle Advertising Federation and Danish National Radio. He has served as the vice chair of the Information Systems division of ICA.

Bolls completed his doctorate degree at Indiana University in Bloomington in 1999. He holds a master’s degree from Washington State University and bachelor’s degree from Montana State University in Bozeman. Bolls’ professional background includes eight years working in commercial radio.

Selected Publications

Journal Articles

• G. Leshner, P. Bolls, E. Thomas (2009). “Scare ‘em or Disgust ‘em: The Effects of Graphic Health Promotion Messages.” Health Communication, 24, 447-458.
• G. Leshner, F. Vultee, P. Bolls, & J. Moore (2010). “When a Fear Appeal Isn’t Just a Fear Appeal: The Effects of Graphic Anti-Tobacco Messages.” Journal of Broadcasting & Electronic Media, 54(3).

Refereed Paper Presentation

• Petya Eckler and Paul Bolls. “Spreading the Virus: Emotional Tone of Viral Advertising and Its Effect on Forwarding Intentions and Attitudes.” American Academy of Advertising, Minneapolis, March 10-13, 2010.