Ting-Hao Tsou

Ting-Hao Tsou is a Ph.D. candidate (ABD) in strategic communication at the Missouri School of Journalism. Drawing on advertising and persuasion theories (e.g., narrative transportation), his research investigates the effectiveness and validates a theoretical model for using extended reality technology (i.e., augmented reality, AR, and virtual reality, VR) in digital advertising. The methods he applied in his research mainly from quantitative traditions, especially (online and offline) experiments. He is devoted to identifying and examining the antecedents and underlying mechanisms of AR/VR advertising for persuasive outcomes, which include both intended and unintended effects and the drawbacks that would introduce moral issues and ethical concerns when applying extended reality technology to persuasion. His most recent research project, Investigating the Effectiveness of Augmented Reality, Narrative, and Product Placement in Preventing and Responding to COVID-19 Among College Students, which he worked with Dr. Shelly Rodgers, is currently under revise and resubmit (R&R) by the Journal of Interactive Advertising.

Ting-Hao has also collaborated in interdisciplinary fields actively, including the studies regarding health communication (e.g., Cancer PSAs), working with Dr. Shelly Rodgers as a collaborator, data analyst, and research assistant on her grants. He also strives to understand the history, diversity, and impact issues of advertising journals and publications in the advertising field. He studied gender stereotyping in online cancer narrative campaigns and definitional approaches for using and defining the terms “advertising” in advertising journals across the research projects he participated in. He currently also is working with Dr. Rodgers on building up and planning the Maxine Wilson Gregory Research in Journalism and Strategic Communication program from scratch, which aims to empower individuals and communities to obtain credible health and science information that improves their lives. He believes that applying scientific research methods to identify the problems, search for effective solutions, and ultimately promote social good and make people’s lives healthier and more prosperous are the best ways for contributing to society as a life-long scholar.

Ting-Hao has shadowed J4952 Strategic Communication Research, J4270 Public Relation Writing, and J1200 Fundamentals of Visual Journalism and Strategic Communication during his doctoral degree, and PRAD248 Advertising Persuasion, PRAD220 Consumer Behavior, PRAD417 Advertising and Society, and co-instructed PRAD402 Topics of Public Relations Industry, and PRAD418 Social Marketing in his master’s degree. With the rich experiences of tutoring and teaching students for 10 years, he is dedicated and skillful in helping his students acquire essential knowledge and practical skills in strategic communication. He cultivated his students to have the ability to practically conduct research regarding the issues in advertising, public relation, and health communication abreast of the fragmented media environment due to the rapid technology innovation. His students also gain emotional supports from him as he believes that is essential to students’ health and success. According to the feedback from his students, “Ting-Hao is clearly very knowledgeable about the course content, and is good at providing examples to help me better understand more in depth! Besides, he is very passionate, patient, approachable, and encouraging to his students. To me, he could be regarded as an exemplar of a great teacher and even a great friend.”

Before he started his academic journey, Ting-Hao also worked as a store manager in chief, marketing supervisor, and optometrist in the AZIZA Eye Care and Glasses chain stores company and as a marketing executive in the UHO Health News Media Company in Taipei, Taiwan. This 5-years working experience not only let him to better connect to the marketing and strategic communication industries but also gave him a chance to serve society by offering free health care (e.g., eye-checking) and information. His company opened three more branch stores under his management and marketing strategies.

Publications

Tsou, T. (2022). “Graduate Student Spotlight Column.” The June 2022 American Academy of Advertising (AAA) Newsletter, 17.

Tsou, T., & Rodgers, S., (2022, revise & resubmit). “Investigating the Effectiveness of Augmented Reality, Narrative, and Product Placement in Preventing and Responding to COVID-19 Among College Students.” Submitted to Journal of Interactive Advertising.

Academic Conferences

Zhang, W. & Tsou, T., Belobrovkina, E., & Rodgers, S., (2022). “Fighting Cancer “Like a Girl” and Taking it “Like a Man:” Examining Gender Stereotypes in Online Breast and Prostate Cancer PSAs .” Presented and will present at the 2022 American Academy of Advertising Annual (AAA) Conference in St. Petersburg, FL; March 24–27.

Tsou, T., & Zhang, W. (2015) “Humanizing Brands Get Back Fire – How Anthropomorphization, Crisis Type, and Response Strategy Impact Brands in Crisis.” Presented at the International Conference on Research in Advertising (ICORIA) in London, United Kingdom; July 2–4.

Tsou, T., & Zhang, W. (2015) “When and Where to Show Off Opinions — Synergistic Effects of Social Media and the Need for Self-Enhancement on Consumers’ WOM to Open Ads.” Accepted and invited to present at the International Symposium on Social Sciences and Management (ISSSM), in Tokyo, Japan; February 3–5.

Tsou, T., & Zhang, W. (2014) “To Open or to Close? The Effect of Consumers’ Need for Closure on Message Design in Openness Advertisements.” Presented at the International Communication Association (ICA) Regional Conference in Brisbane, Australia; October 1–3.

Tsou, T. (2014) “Getting Ambiguous to Go Open: The Effects of Ambiguity on Advertising Attitude and the Mediation Role in Openness Advertisements.” Presented at the International Forum on Public Relations and Advertising (IFPRAD) in Bangkok, Thailand; August 13–15. (in Chinese).

Awards

Mar 2022                     Graduate Student Scholarship from the American Academy of Advertising

(AAA) Annual Conference

Mar 2022                     Professional Presentation Award from the Graduate School, University

                                       of Missouri

Spring 2015                 She-Wo Scholarship for ranking No. 1 graduate student at Shih Hsin

                                     University

  • She-Wo Scholarship is awarded to top 3 students in rank of academic records for class grades; granted up to 4 semesters for master students.

Fall 2015                     She-Wo Scholarship for ranking No. 1 graduate student in the respective department at Shih Hsin University

Spring 2014                 She-Wo Scholarship for ranking No. 1 graduate student in the respective department at Shih Hsin University

Fall 2014                     She-Wo Scholarship for ranking No. 1 graduate student in the respective department at Shih Hsin University

Spring 2014                 Excellent Teaching Assistant Award at Shih Hsin University

  • Excellent Teaching Assistant Award is awarded to top 2 teaching assistants in rank of instructors’ and students’ evaluations 

Fall 2014                     Excellent Teaching Assistant Award at Shih Hsin University

Updated: July 21, 2022