CURRICULUM VITAE
MICHELLE R. NELSON
Associate Professor
Charles H. Sandage Department of Advertising
Institute of Communications Research
European Union Center, Family Resiliency Center (affiliate faculty)
University of Illinois at Urbana-Champaign
323 Gregory Hall
810 Wright Street
Urbana, IL 61801
(217) 344-5068 – cell
[email protected]
EDUCATION
Ph.D., Communications 1997
University of Illinois at Urbana-Champaign
Institute of Communications Research
M.A., 1991
University of Wisconsin-Madison
Major: Journalism and Mass Communication, Emphasis: Advertising
B.S., 1989
University of Wisconsin-Madison
Major: English Literature
ACADEMIC POSITIONS
University of Illinois at Urbana-Champaign
• Associate Professor, Department of Advertising, 2006-present
• Acting Head, Department of Advertising, 2011-2013
• Director of Graduate Studies, Department of Advertising, 2009-2012
University of Wisconsin-Madison, 2000-2006
* Assistant Professor, School of Journalism & Mass Communication
Oxford Brookes University (Oxford, England), Spring 2000
* Associate Lecturer, The Business School, Marketing Group
Emerson College (Boston, Massachusetts), 1997-1998
* Assistant Professor, Integrated Marketing Communications, Global
Marketing Communications
University of Illinois at Urbana-Champaign, 1996
* Instructor, Department of Advertising
University of Illinois at Urbana-Champaign, 1994-1995
* Instructor, Department of English: Business and Technical Writing
PROFESSIONAL EXPERIENCE
MathEngine, PLC, Oxford, England, 1998-2000
• Head of International Marketing, Initiated and directed internal and
external marketing and communication activities for software company.
1
DDB Needham Worldwide-Media Department, Chicago, Illinois, Summer 1995
• Media Research Club of Chicago Faculty Research Internship
(competitive position). Researched media and advertising effectiveness.
Arbitron- Agency Services, Chicago, Illinois, Summer 1995
• Faculty Research Intern, Analyzed media behavior data and developed
reports on radio listening patterns and seasonal TV viewership.
Associated Builders & Contractors, Inc., Madison, Wisconsin, 1991-1993
• Marketing Coordinator, Initiated and implemented association's first
integrated marketing and communications program, including trade
shows, public relations plan, and creation and placement of advertising
messages.
Credit Union Executives Society of America, Madison, Wisconsin, 1991
• Copywriting Intern, Wrote brochure and collateral copy for seminars.
Wisconsin Academy of Sciences, Arts, and Letters, Madison, Wisconsin, 1990-1991
• Editor/Project Assistant, Designed and wrote association newsletters
and event invitations. Planned special events.
Hazleton Laboratories Inc. (now, Covance), Madison, Wisconsin, 1989-1990
• Technical Writer/Editor, Edited scientific protocols and client reports,
wrote for company newsletter.
RESEARCH
BOOK CHAPTERS
[15] "Now Starring BBrand X: Product Placement as a Local, Global and Glocal
Branding Communication Tool,” Michelle R. Nelson and Alexandra M. Vilela, in
Hong Cheng (Ed.), The Handbook of International Advertising Research, WileyBlackwell, 2014, 510-528.
[14] “Bic for Her and Crisps for Him: Contemporary Gendered Targeting and
Representation in Advertising around the World,” Alexandra M. Vilela, Michelle R.
Nelson and Hye-Jin Paek, in Media (Dis)Parity: Battle of the Sexes, Cory
Armstrong, Ed., Lexington Books, 2014.
[13] “Exploring Marketing Targeted to Youth in Food Stores,” Grigsby-Toussaint,
Diana S., Harrison, Kristen, Nelson, Michelle R., Fiese, Barbara H., Christoph, M.J.
in Advances in Communication Research to Reduce Childhood Obesity (Williams, J.,
Pasch, K., Collins, C., Eds.). New York: Springer, 2013, 317-340.
[12] “Is the Selectivity Hypothesis Still Relevant? A Review of Gendered Persuasion
and Processing of Advertising Messages,” Michelle R. Nelson and Alexandra M.
Vilela, In Linda Tuncay and Cele Otnes, Gender and Culture in Consumer Behavior,
2012, 111-138.
[11] “The Reflexive Game: How Target and Agent Persuasion Knowledge Influence
Advertising Persuasion,” Michelle R. Nelson and Chang Dae Ham. In Thorson,
Esther and Shelly Rodgers (Eds.), Advertising Theory, Routledge, 2012, 174-188.
[10] “Psychological Processes and Effects of In-Game Advertising and
Advergames,” Michelle R. Nelson and Martin K. J. Waiguny, In L.J. Shrum (Ed.),
2
The Psychology of Entertainment Media: Blurring the Lines Between Entertainment
and Persuasion, Second Edition, Taylor & Francis, 2012, 93-144.
[9] “Digital Metrics-Chapter 17,” Michelle R. Nelson. In Eastin, Matthew S., Terry
Daugherty and Neal M. Burns (Eds.), Handbook of Research on Digital Media and
Advertising. IGI-Global: Hershey, PA, 2010, p. 314-334.
[8] “Downshifting Consumer = Upshifting Citizen? An Examination of a Local
Freecycle Community,” Michelle R. Nelson, Mark Rademacher and Hye-Jin Paek.
In D. Shah, D. McLeod, L. Friedland, & M. Nelson (Eds.), The Politics of
Consumption/The Consumption of Politics, The Annals of the American Academy of
Political and Social Science (pp.141-156). Thousand Oaks, CA: Sage Publications,
2007.
[7] “A Cross-cultural and Cross-media Comparison of Female Nudity in
Advertising,” Hye-Jin Paek and Michelle R. Nelson. In T. Reichert (Ed.), Advances
in Sex and Promotion Research: The Strategic Marketing of Media Content and
Branded Goods. Binghampton, NY: Haworth Press, 2007.
[6] “Exploring Consumer Response to ‘Advergaming,’” Michelle R. Nelson, In Curt
Haugtvedt, Karen Machleit and Richard Yalch (Eds.), Online Consumer
Psychology: Understanding and Influencing Behavior in the Virtual World (pp.167194). Mahwah, NJ: Lawrence Erlbaum Associates, 2005.
[5] “Love Without Borders: An Examination of Cross-Cultural Wedding Rituals,”
Michelle R. Nelson and Sameer Deshpande, In Cele Otnes and Tina Lowrey (Eds.),
Contemporary Consumption Rituals: A Research Anthology (pp.125-148). Mahwah,
NJ: Lawrence Erlbaum Associates, 2004.
[4] “The Role of Attitude Functions in Persuasion and Social Judgment,” Sharon
Shavitt and Michelle R. Nelson, In Michael Pfau and Jim Dillard (Eds.), The
Persuasion Handbook: Theory and Practice (pp.137-154). Thousand Oaks, CA:
Sage Publications, 2002.
[3] "The Social Identity Function in Person Perception: Communicated Meanings of
Product Preferences," Sharon Shavitt and Michelle R. Nelson, In Gregory R. Maio
and James M. Olson (Eds.), Why We Evaluate: Functions of Attitudes (pp.37-58).
Mahwah, NJ: Erlbaum, 2000.
[2] "The Prediction of Long-Term Advertising Effectiveness: New Cognitive
Response Approaches," Michelle R. Nelson, Sharon Shavitt, Angela Schennum, and
Jacqueline Barkmeier, In W. Wells & T. Jonas (Eds.), Measuring Advertising
Effectiveness, (pp.133-155). Mahwah, NJ: Lawrence Erlbaum Associates, Inc., 1997.
[1] “Mainstream Legitimization of Homosexual Men Through Valentine Gift-Giving
and Consumption Rituals,” Peter J. Newman and Michelle R. Nelson, In Daniel L.
Wardlow (Ed.), Gays, Lesbians, and Consumer Behavior: Theory, Practice, and
Research Issues in Marketing (pp.57-70). New York: The Haworth Press, Inc.Also
published in the Journal of Homosexuality (Special Issue on Marketing), Volume 31
(1/2), 1996.
3
JOURNAL ARTICLES * peer-reviewed publications
[35] “Get Real: How Current Behavior Influences Perceptions of Realism and
Behavioral Intent for Public Service Announcements,” Michelle R. Nelson, Xuan
Zhu, Ying Ying Li, Barbara Fiese, and Brenda Koester. Health Communication,
forthcoming*.
[34] “Testing the Selectivity Hypothesis in Cause-related Marketing Among
Generation Y: [When] Does Gender Matter for Short- and Long-term
Persuasion?"Alexandra M. Vilela and Michelle R. Nelson. Journal of Marketing
Communications, forthcoming.*
[33] "The Relationship of Persuasion Knowledge, Identification of Commercial
Intent and Persuasion Outcomes in Advergames—the Role of Media Context and
Presence," Martin KJ Waiguny, Michelle R. Nelson, and Ralf Terlutter. Journal of
Consumer Policy, 1-21, 2013.*
[32] “The Prevalence of and Consumer Response to Foreign and Domestic Brand
Placement in Bollywood Movies,” Michelle R. Nelson and Sameer Deshpande,
Journal of Advertising, 42(1), 1-15, 2013.*
[31] “How Advergame Content Influences Explicit and Implicit Brand Attitudes:
When Violence Spills Over,” Martin Waiguny, Michelle R. Nelson and Bernhard
Marko, Journal of Advertising, special issue on Advergames, In-Game Advertising
and Social Media Games, 42(2-3), 1-15, 2013.*
[30] “'Entertainment Matters! The Relationship between Entertainment and
Persuasiveness of an Advergame for Children,” Martin Waiguny, Michelle R.
Nelson and Ralf Terlutter, special issue on new advertising formats, De Pelsmacker
(Ed.), Journal of Marketing Communications, 18(1), 69-89, 2012.*
[29] "Examination of Gender-role Portrayals in Television Advertising across Seven
Countries,” Hye-Jin Paek, Michelle R. Nelson, and Alexandra M. Vilela, Sex Roles:
A Journal of Research, 64, 192-207, 2011.*
[28] "Product, Personality or Prose? Testing Functional Matching Effects in
Advertising Persuasion," Hye-Jin Paek, Hojoon Choi and Michelle R. Nelson,
Journal of Current Issues and Research in Advertising, 32(2), Fall, 11-26, 2010. *
[27] “Increased Media Literacy of Video News Releases: Audience Beliefs About
News and Support for Source Disclosure,” Michelle R. Nelson, Michelle L.M.
Wood, and Hye-Jin Paek, Journal of Mass Media Ethics, 24(4), 220-237, 2009.*
[26]“To Buy or Not to Buy: Determinants of Socially Responsible Consumer
Behavior and Consumer Reactions to Cause-Related and Boycotting Ads,” Hye-Jin
Paek and Michelle R. Nelson, Journal of Current Issues and Research in
Advertising, 31(2),75-90, 2009.*
4
[25] “Beyond de Tocqueville: The Roles of Vertical and Horizontal Individualism
and Conservatism in the 2004 U.S. Presidential Elections, ” Jing Zhang, Michelle R.
Nelson and En Mao, Journal of Consumer Psychology, 19, 197-214, 2009. *
[24] “Nudity of Female and Male Models in Primetime TV Advertising Across
Seven Countries,” International Journal of Advertising, 27(5),1-30, Michelle R.
Nelson and Hye-Jin Paek, 2008*.
[23] “The Hidden Persuaders: Then and Now,” Michelle R. Nelson, Journal of
Advertising,37(1), 113-126, 2008*.
[22] “Exploring the Influence of Media Exposure and Cultural Values on Korean
Immigrants’ Advertising Evaluations,” Seung-Jun Moon and Michelle R. Nelson,
International Journal of Advertising, 27(1), 299-330, 2008 *.
[21] “Social Utility Theory: Guiding Labeling of VNRs as Ethical and Effective
Public Relations,” Michelle L.M. Wood, Michelle R. Nelson, Julie B. Lane, and
Lucy J. Atkinson, Journal of Public Relations Research, 20, 231-249, 2008.*
[20] “A Reduced Version of the Horizontal & Vertical Individualism and
Collectivism Scale: A Four-Country Assessment,” Eugene Sivadas, Norman T.
Bruvold, and Michelle R. Nelson,” Journal of Business Research, special issue on
cross-cultural research, 61(3), 201-210, 2008. *
[19] “A Content Analysis of Advertising in a Global Magazine Across Seven
Countries: Implications for Global Advertising Strategies,” Michelle R. Nelson and
Hye-Jin Paek, International Marketing Review, 24(1), 64-86, (both authors
contributed equally) 2007. *
[18] “Examining the Influence of Telepresence on Spectator and Player Processing
of Real and Fictitious Brands in a Computer Game,” Michelle R. Nelson, Ron Yaros,
and Heejo Keum, Journal of Advertising, 35(4), Winter, 87-99, 2006. *
[17] “Effects of Culture, Gender and Moral Obligations on Responses to Charity
Advertising Across Masculine and Feminine Cultures,” Michelle R. Nelson, Frederic
F. Brunel, Magne Suppehellen, and Raj Manchenda, Journal of Consumer
Psychology, 16(1), 45-56, January 2006.*
[16] “How Newspaper Sources Trigger Gender Stereotypes,” Cory L. Armstrong and
Michelle R. Nelson, Journalism and Mass Communication Quarterly, 82(4), 2006.*
[15] “Female News Professionals in Local and National Broadcast News During
Buildup to the Iraqi Military Conflict,” Cory L. Armstrong, Michelle L.M. Wood,
and Michelle R. Nelson, Journal of Broadcast & Electronic Media, 50(1), 78-94,
March, 2006.*
[14] “Brand Placements Bollywood Style,” Michelle R. Nelson and Narayan
Devanathan Journal of Consumer Behaviour, 5, 211-221 (May-June), 2006.*
5
[13] “Cross-Cultural Differences in Sexual Advertising Content in a Transnational
Women’s Magazine,” Michelle R. Nelson and Hye-Jin Paek, Sex Roles, September,
53(5/6), 371-383, 2005.* (both authors contributed equally; names in alphabetical
order).
[12] “Tonight’s Top Story: Commercial Content in TV News,” Michelle L.M.
Wood, Michelle R. Nelson, Jaeho Cho, and Ron Yaros, Journalism and Mass
Communication Quarterly, Winter, 81(4), 807-822, 2005.*
[11] “Adolescent Brand Consciousness and Product Placements: Awareness, Liking,
and Perceived Effects on Self and Others,“ Michelle R. Nelson and Laurie E.
McLeod, International Journal of Consumer Studies, 29(6), 515-528, 2005.*
[10] “Exploring Cross-Cultural Ambivalence: A Netnography of Intercultural
Wedding Message Boards,” Michelle R. Nelson and Cele Otnes, Journal of Business
Research, 58, 89-95, special edition on cross-cultural research, 2005.*
[9] “Advertainment or Adcreep? Game Players’ Attitudes Toward Advertising and
Product Placements in Computer Games” Michelle R. Nelson, Heejo Keum and Ron
Yaros, Journal of Interactive Advertising, 5(1), special issue on computer gaming,
www.jiad.org, 2004.*
[8] “The Citizen-Consumer: Media Effects at the Intersection of Consumer and
Civic Culture,” Heejo Keum, Narayan Devanathan, Sameer Deshpande, Michelle R.
Nelson and Dhavan V. Shah, Political Communication, 21(3), 369-391, 2004*
[7] “Message Order Effects and Gender Differences in Advertising Persuasion,”
Frederic F. Brunel and Michelle R. Nelson, Journal of Advertising Research,
September, 330-341, 2003.*
[6] “Horizontal and Vertical Individualism and Achievement Values: A MultiMethod Examination of Denmark and the U.S.,” Michelle R. Nelson and Sharon
Shavitt, Journal of Cross-Cultural Psychology, 33(5), 439-458, September 2002.*
[5] “Advertisers Got Game: Exploring Effectiveness of Brand Placements in
Games,” Michelle R. Nelson, Journal of Advertising Research, 42(2), 80-92,
March/April, 2002.*
[4] “Private Philanthropy: Constructing, Exploring, and Validating a Typology of
Consumer Decision-Making,” Magne Supphellen and Michelle R. Nelson, Journal
of Economic Psychology, 22(5), 573-603, 2001.*
[3] “Gender Responses to ‘Help-Self’ and ‘Help-Others’ Charity Ad Appeals: An
Analysis of the Mediating Role of World-Views and Values,” Frederic Brunel and
Michelle R. Nelson [authors in alphabetical order], Journal of Advertising, Autumn,
24(3) Autumn,15-28, 2000. *
[2] "Loud Tastes, Colored Fragrances, and Scented Sounds: How and When to Mix
the Senses in Persuasive Communications," Michelle R. Nelson and Jacqueline C.
Hitchon, Journalism and Mass Communication Quarterly, 76(2), 354-372, 1999.*
6
[1] "Theory of Synesthesia Applied to Persuasion in Print Advertising Headlines,"
Michelle R. Nelson and Jacqueline C. Hitchon, Journalism Quarterly, 72 (2), 346360, 1995.*
PUBLISHED PROCEEDINGS (full papers * peer reviewed)
[10] “Collectivism-Individualism And Self-Construal: How Values Predict Thai
Youths’ Responses To Anti-Drug Advertisements,” Ratanasuda Punnahitanond, and
Michelle R. Nelson. In Carrie LeFerle (Ed.), The Proceedings of the 2011 American
Academy of Advertising Asia-Pacific Conference and International Symposium of
Advertising Development and Education, American Academy of Advertising.*
[9] “What Makes an Effective Antismoking Ad? A Content Analysis of Antismoking
Ads Designed by Chinese Adolescents,” Xiaodong Kuang and Michelle Nelson, In
Hairong Li, Shengmn Huang, Dinghai Jin (Eds.), The Proceedings of the 2009
American Academy of Advertising Asia-Pacific Conference and International
Symposium of Advertising Development and Education, (pp.64-74) American
Academy of Advertising, in conjunction with China Advertising Association of
Commerce, and Communication University of China, 2009.*
[8] “Beyond Polarized Cultural Values: A New Approach to the Study of South
Korean and US Newspaper Advertisements,” Hye-Jin Paek, Michelle R. Nelson, and
Douglas M. McLeod, In Barbara E. Kahn & Mary Frances Luce (Eds.), Advances in
Consumer Research (pp. 495-502). Provo, UT: Association for Consumer Research,
2004.*
[7] “We’ve Come a Long Way Baby—Or Have We? Sexism in Advertising
Revisited,” Jacqueline J. Kacen and Michelle R. Nelson, In Pauline Maclaran &
Elisabeth Tissier-Desbordes (Eds.), Gender, Marketing and Consumer Behavior
Sixth Conference Proceedings (pp.291-308). Provo, UT: Association for Consumer
Research, 2002.*
[6] "Girrrl Power and Boyyy Nature: Transforming Gender Identities," Jacqueline J.
Kacen and Michelle Nelson, In Stephen Brown & Anthony Patterson (Eds.),
Proceedings of the Marketing Paradiso Conclave (pp.211-221). Londonderry:
University of Ulster, 1999. *
[5] “Considering Individual Personality Traits in Forming Student Teams,”Taeyong
Kim and Michelle R. Nelson, 1999 Business Research Yearbook, International
Academy of Business Disciplines, 1999.*
[4] “Capturing Culture: New Ways of Measuring Differences And Determining
Their Consequences for Persuasion,” Michelle R. Nelson, 1998 Business Research
Yearbook (pp.706-710). International Academy of Business Disciplines,1998.*
[3] "Exploring Cross-Cultural Differences in Cognitive Responding to Ads," Sharon
Shavitt, Michelle R. Nelson and Rose Mei Len Yuan. In Merrie Brucks & Deborah J.
MacInnis (Eds.), Advances in Consumer Research, v. 24 (pp. 245-250). Provo, UT:
Association for Consumer Research, 1997.*
7
[2] "Cognitive Responses to Charitable Donation Requests: Consumer Welfare and
Public Policy Implications," Magne Supphellen, Olav A. Kvitastein, and Michelle R.
Nelson, Proceedings of the 22nd Annual MacroMarketing Conference, Bergen,
Norway, 1997.*
[1] "The Children's Birthday Party: A Study of Mothers as Socialization Agents,"
Cele Michelle R. Nelson and Mary Ann McGrath, In Frank R. Kardes & Mita Sujan
(Eds.), Advances in Consumer Research, v. 22 (pp. 622-627). Provo, UT:
Association for Consumer Research, 1995.*
PUBLISHED ABSTRACTS
"Beyond Vanity: An Investigation into Romanian Women's Beauty Identities,"
Larisa Puslenghea and Michelle R. Nelson, Advances in Consumer Research 36 (pp.
911-912, 2009).*
“An Examination of the Psychometric Properties of the Horizontal and Vertical
Individualism and Collectivism Scale: A Four-Country Analysis,” Eugene Sivadas,
Norman T. Bruvold, Michelle R. Nelson and Barbara B. Stern, Proceedings of the
American Marketing Association Summer Educators Conference (pp. 125), 2005.*
"Product Placements Go Global: An Examination of Brand Contacts Across Five
Countries," Narayan Devanathan, Michelle R. Nelson, John McCarty, Sameer
Deshpande, Hye-Jin Paek, Ratanasuda Punnhitanond, Susan E. Stein, Alexandra M.
Vilela, Ronald Yaros, In Punam Anand Keller and Dennis W. Rook (Eds.). Advances
in Consumer Research, Volume XXX (pp. 170-171). Valdosta, CA: Association for
Consumer Research, 2003.*
“What’s Morality Got To Do With It? How Gender and Worldviews Affect
Advertising Processing and Preference for Charitable Appeals,” Michelle R. Nelson.
In Eileen Fischer and Daniel L. Wardlow (Eds.), Gender, Marketing and Consumer
Behavior Fourth Conference Proceedings, (pp. 57-58). Association for Consumer
Research, 1998. *
"Let's Talk Shop: Multiple Interpretive Perspectives on Studying Consumer
Shopping Behavior," Michelle R. Nelson, In Kim P. Corfman & John G. Lynch
(Eds.), Advances in Consumer Research, v. 23 (pp. 158). Provo, UT: Association for
Consumer Research, 1996.*
OTHER PUBLICATIONS
“Gender-role portrayals in TV Advertising,” Hye-Jin Paek, Alexandra M. Vilela, and
Michelle R. Nelson, Invited entry in the Encyclopedia of Quality of Life Research,
Alex Michalos, Editor, Springer, forthcoming.
“Product Placement,” Invited entry in the Encyclopedia of Consumer Culture, CQ
Press, a division of Sage Publications, Inc., Dal Southerton (Ed). 2012.
“And Now, A Word from Our Sponsor,” Expert response to Harvard Business
Review case study, October, 38, 2003.
8
"On the Dynamic and Goal-oriented Nature of (Candidate) Evaluations:
Commentary,” Sharon Shavitt and Michelle R. Nelson, In J. Kuklinski (Ed.),
Citizens and Politics: Perspectives from Political Psychology (pp. 227-239).
Cambridge, England: Cambridge University Press, 2001.
"The Process of Finding Your First Academic Position," Michelle R. Nelson,
Resources in Education (ERIC Document Reproduction Service), 1997. *
“Comments on Chapter 8: Pretesting Using Cognitive Response Analysis,”Sharon
Shavitt and Michelle R. Nelson, In W. Wells & T. Jonas (Eds.), Measuring
Advertising Effectiveness (pp. 128-132). New Jersey: Lawrence Erlbaum Associates,
Inc., 1997.
TEACHING EXPERIENCE (unique course preps for UIUC are numbered)
(13) University of Illinois-Urbana-Champaign, Urbana, IL
Instructor – Proseminar in Advertising ADV597, Fall 2013
* Developed and taught course designed to foster an inclusive research culture
among faculty and students in the department
* Organized a variety of speakers (faculty, M.S./Ph.D. students, industry leaders) to
discuss current topics, cases and research
(12) University of Illinois-Urbana-Champaign, Urbana, IL
Instructor – Professional Project ADV598, Fall 2012, Fall 2013
* Guide graduate students in the research process for completion of their 6-credit,
individual capstone project
* Developed annual poster event for students to show their projects to faculty and
students in the department
(11) University of Illinois-Urbana-Champaign, Urbana, IL
Instructor –Graduate Seminar II - ADV588, Spring 2012
* Guide graduate students in development of research questions, literature review,
and method design as they develop their thesis or project proposals.
(10) University of Illinois-Urbana-Champaign, Urbana, IL
Instructor – Qualitative Research Methods in Advertising- ADV582, Fall 2011, Fall
2012, Fall 2013
* Graduate class. Introduced students to multiple qualitative methods used in
advertising and consumer research.
* Developed client-based qualitative projects for Vivaki (http://www.vivaki.com/)
where students interviewed Tablet owners about media use and advertising to
develop consumer insights into this medium. Presented ideas to senior management.
* Guided students in development of their own qualitative research proposals.
(9) University of Illinois-Urbana-Champaign, Urbana, IL
Instructor - Advertising Planning and Decision Making – ADV585, Spring 2011
* Graduate seminar; Service-Learning project with Family Resiliency Center to
evaluate the effectiveness of “Meal-time Minutes” public service announcements.
* Examines the theoretical foundations of decision theory as they relate to planning
and decision making in advertising
9
* Reviews concepts of strategic planning and client side operations; case studies
utilized extensively.
University of Illinois-Urbana-Champaign, Urbana, IL
Instructor – Global Advertising Studies– ADV399, Spring (7), Summer (8) 2011
• “Branding Italian Cuisine”: two-semester course designed to advance students’
understanding of an ethnic food branding case in the context of globalization.
• Summer course in conjunction with the GustoLab in Rome; immersive cultural
stay in Italy, which allows students to observe and participate in the cultural
meaning, consumption and promotion of local foods in Italy.
Alpen-Adria Universitat Klagenfurt, Klagenfurt, Austria
Department of Business Management: Marketing & International Management
Invited Instructor – Advertising Theory & Practice, Summer 2010
* Undergraduate/graduate course taught in English
* Seminar course that introduced students to theories, strategies, methods, and
practices in advertising research.
(6) University of Illinois-Urbana-Champaign, Urbana, IL
Instructor –Advertising and Identity in a Globalized World – ADV199, Fall 2009
• Freshmen Discovery Course Seminar.
• Provides overview of globalization issues, and the implications for consumption,
identity, and advertising strategy.
(5) University of Illinois-Urbana-Champaign, Urbana, IL
Instructor –Advertising Research Methods– ADV481, Spring 2007
• Provides overview of basic concepts of research methodology with particular
emphasis on quantitative research in advertising and consumer behavior.
• Students engage in experiential learning by collecting secondary, exploratory and
descriptive research for a real client marketing research projects
(4) University of Illinois-Urbana-Champaign, Urbana, IL
Instructor –Advertising Management Planning – ADV491, Spring 2007, Spring 2012
• Teach undergraduate students analytical planning concepts – by blending
theoretical and practical concerns
• Experiential learning by individual case studies and group project focused on
strategic decisions
• Students are exposed to up-to-date trends in the advertising and marketing
industries.
• (Spring 2012) students working on client brand analysis project for Illinois
Public Media
(3) University of Illinois-Urbana-Champaign, Urbana, IL
Instructor – Contemporary Issues in Global Advertising and Consumer Behavior –
now Global Advertising- ADV476, Fall 2007, Fall 2009, Fall 2010, Fall 2012
• Teach advanced undergraduate and graduate understanding of culture from
anthropological and psychological perspectives with a focus on subjective
perceptions and shared understandings (values, attitudes, lifestyles, rituals).
10
•
Instill knowledge of the strategic communication implications of the cultural
diversity of an increasingly interdependent world, and to foster a better
understanding of the ethical issues confronting an international marketer.
(2) University of Illinois-Urbana-Champaign, Urbana, IL
Instructor – Graduate Seminar – ADV587, Spring 2009
• Introduce graduate students to theories, strategies, methods, and practices in
advertising research.
• Students gain exposure to a breadth of topics and methodologies from a range of
disciplines
• Students gain depth in areas of their own interests through research and writing a
literature review and research proposal or applied project.
(1) University of Illinois-Urbana-Champaign, Urbana, IL
Instructor –Audience Analysis– ADV483 ,Fall 2006, 2007, Spring-Fall 2008,
Fall2009, Fall 2010
• Introduce students to conceptual frameworks and analytical tools from sociology,
psychology, anthropology, consumer behavior, and advertising to understand
“the audience” in the context of media and account planning.
• Focus on demographic changes in U.S. – including emphasis on subcultures and
identity related to ethnicity, age, and sexuality.
University of Wisconsin-Madison, Madison, WI
Instructor –Seminar in Strategic Marketing Communication – J840 Fall 2005
• Introduce graduate students to the leading psychological, sociological, and
literary theories for understanding persuasion across communication, advertising,
and consumer research.
• Focus on commercial, health, and social marketing messages.
University of Wisconsin-Madison, Madison, WI
Instructor - Global Strategic Communications – J676, Fall 2002, 2004
• “Theory & practice” course; initiated through funds from CIBER (Center for
International Business Education and Research) grant.
• Promote cooperative learning with real-world international client: Lands’ End –
students worked on campaign to reach Canadian and S. Korean consumers.
• Apply theoretical knowledge to communication strategies and tactics.
• Focus on theories of culture, globalization, and marketing communication.
University of Wisconsin-Madison, Madison, WI
Fall 2002-2006
Instructor - Designing Creative Messages for the Media – J445
• Students learn to apply theories of persuasion and creativity to real-world
strategic communications
• Focus on preparing creative strategies and executing those strategies across
communication tools, including print and broadcast advertising, public relations
messages, trade promotions, direct mail communications, and package design.
• Promote real-world experience and encourage social marketing with project for
the Morgridge Center for Public Service (http://www.morgridge.wisc.edu/)
11
University of Wisconsin-Madison, Madison, WI
Instructor - Mass Media and the Consumer – J646
Fall 2000-2006
• Teach students to be critical of the media, from the consumer viewpoint.
• Focus on sociological, psychological, and political-economic effects of media on
consumption.
University of Wisconsin-Madison, Madison, WI
Spring 2001-Spring 2003
Instructor – Strategic Communication Campaigns – J449
• Students honed strategic research and analytic skills.
• Focus on creating integrated communication campaigns for real-world clients.
• Students in 2003 competed for the “Memorial Union Late Night” account.
Student ideas are implemented in the current Wisconsin Union advertising.
University of Wisconsin-Madison, Madison, WI
Spring 2001
Instructor - Qualitative Research Methods- J805
• Taught graduate students the theory and methods for qualitative research.
• Students learned focus groups, interviews, ethnography, history, semiotics, and
literary analysis.
• Students created and presented their own primary research projects using
qualitative methods.
University of Wisconsin-Madison, Madison, WI
Fall 2000
Instructor – Promotional Campaigns – J575
• Taught students campaign planning and implementation.
• Provided variety of non-profit clients for student teams to engage in real-world
problem-solving.
Oxford Brookes University – Oxford, England
Spring 2000
Instructor - Direct and Interactive Marketing
• Taught principles and practice of direct marketing, including direct response
advertising, database-led promotion, direct mail, telemarketing, and e-marketing.
• Provided hypothetical scenarios to facilitate experiential learning.
Emerson College – Boston, MA
Fall 1998
Instructor - Cultural Foundations of Buyer Behavior
• Taught graduate students in the global marketing communications program.
• Introduced students to the study of consumer behavior from a global perspective.
• Focused on culture and information processing and consumption behavior.
Emerson College – Boston, MA
Fall 1998
Instructor -Advertising Theory and Practice
• Taught graduate students to integrate theory and advertising practice.
• Focused on psychological theories of persuasion and message processing.
Emerson College – Boston, MA
Fall 1997-Spring 1998
Instructor - Principles of Marketing Communication
• Introduced students to marketing communication and processes for developing
strategies directed at consumers.
12
•
Students learned theories of marketing and produced executions related to
advertising, public relations, direct marketing, and new media, and sales
promotion.
Emerson College – Boston, MA
Spring 1998
Instructor - Research Methods
• Provided an introduction to qualitative and quantitative research methods used in
academia and business settings.
• Students designed, conducted, and evaluated their own primary research projects.
Emerson College – Boston, MA
Spring 1998
Instructor – Digital Culture-Understanding the Creative Process
• Freshmen course initiated through a grant received from the Institute for Liberal
Arts & Interdisciplinary Studies.
• Students learned how technology affects creativity through self-reflective
projects and examinations.
University of Illinois – Urbana, IL
Spring 1996
Instructor – Advertising Campaigns
• Students integrated knowledge from research, media and creativity to create
presentations and campaigns for a national client.
• Winning teams presented their campaign plans to DDB Needham-Worldwide
advertising agency in Chicago.
University of Illinois – Urbana, IL
Fall 1994 – Spring 1995
Instructor - Persuasive Writing
• Students learned principles of persuasion and applied them to writing practice for
business settings.
• Used a service-learning component where students produced projects for local
nonprofit clients.
SUPERVISION OF GRADUATE STUDENTS
Advisor, Ph.D.:
[8] Wei-Fen Chen, Ph.D. student, 2012-present (UIUC), “Branding Fast Fashion in Taiwan”;
ongoing.
[7] Tale Mitchell, Ph.D. student, 2012-present (UIUC), “Emotional Context and Branded Product
Placement”; ongoing.
[6] Katherine Sredl, Ph.D., 2008-2009 (UIUC). "The Construct of Consumer Pride and Its
Relevance to Intergenerational Consumption: A Field Study in a Transformation Economy," (coadvisor with Dr. Cele Otnes). Now Assistant Professor, Marketing, Notre Dame.
[5] Xiaodong (Tony) Kuang, Ph.D., 2003- 2008 (UW-Madison), “Print Antismoking Advertising in
China and Short-term Effects on Adolescents,” now Assistant Professor, UW-Eau Claire,
Department of Communication.
[4] Alexandra M. Vilela, Ph.D., 2002-2006 (UW-Madison), “Exploring the Relationship between
Gender and Cause in Consumer Processing of Cause-Related Marketing,” now Associate Professor
at James Madison University
[3] Michelle L.M. Wood, Ph.D., 2003-2006 (UW-Madison), “Expertise and Prior Attitude:
Exploring New Moderators in the Context of Inoculation Research,” now full-time mom and parttime lecturer at University of Minnesota.
13
[2] Ratanasuda Punnahitanond, 2001-2005 (UW-Madison), “‘Just Say Yes’ to Positive Youth
Development: Investigating Media Campaign Effects on Thai Youths’ Behaviors Using the
Integrative Model of Behavioral Prediction,” now Director, International Affairs Office, Bangkok
University, Thailand.
[1] Susan E. Stein, Ph.D., 2001-2004 (UW-Madison), “Using the Theory of Planned Behavior to
Design a Sustainable Transportation Community-Based Social Marketing Campaign.”
Advisor, M.S. thesis
- Jaclyn Aperi, M.S., 2003- 2004 (UW-Madison), “The Evolution of a Value-Frame: Reframing the
Same-Sex Marriage Debate,” now Research Scientist, SC Johnson
- Mark A. Rademacher, 2005 (UW-Madison), “The ‘Identity Suitcase’ and Beyond: Identity,
Possessions, Media and the College Transition,” now Assistant Professor, Butler University.
Committee Member, Ph.D.:
[18] Gunwoo Yoon, 2011-present (ICR, UIUC).
[17] Karl Dach-Gruschow, 2009-2011 (Psychology, UIUC). Dissertation related to volunteerism
and empathy.
[16] John Anderson, 2009-2011 (ICR, UIUC). Dissertation related to the history and role of digital
radio. Now Assistant Professor, Brooklyn College.
[15] Owen Kulemeka, 2008-2011 (ICR, UIUC). Dissertation related to PR theory and campaign
effectiveness in the context of disaster relief efforts in New Orleans. Now Assistant Professor,
University of Oklahoma.
[14] Sang Do Oh, 2008 –2011(ICR, UIUC). Dissertation related to self-construal and
environmental claims in persuasion. Now Assistant Professor, School of Technology Management,
UNIST (Ulsan National Institute of Science and Technology), South Korea.
[13] Kathy Petitte Jamison, 2007-2008 (UIUC). Dissertation related to food advertising and obesity,
now Assistant Professor at the University of Illinois, Springfield.
[12] Zeynep Arsel, Ph.D. 2007 (UW-Madison), “Contesting Marketplace Identity Myths: The
Interplay Between Cultural Capital And Marketplace Embeddedness In Consumers' Stigma
Dissociation Strategies,” now Assistant Professor at Concordia University, Montreal, Canada
[11] Atsushi Tajima, Ph.D., 2006 (UW-Madison), “Consuming Racial Others: Media
Representations of Racial Otherness in Japanese Nationhood, now Assistant Professor at the State
University of New York, Geneseo
[10] Hye-Jin Paek, Ph.D., 2005 (UW-Madison), “Perceived Peer Influences in the Effects of
Antismoking Media Messages: An Exploration of Mediating and Moderating Mechanisms,” now
Associate Professor, Department of Advertising and Public Relations, Hanyang University, South
Korea.
[9] Ronald A. Yaros, Ph.D., 2005 (UW-Madison), “Effects of Explanatory Structure Building on
Interest in And Understanding of Hypertext News About Science and Technology,” now Assistant
Professor at the University of Maryland.
[8] Mark Shevy, 2005 (UW-Madison), “Commusication 1: Popular Music Genre as Cognitive
Schema Defense,” now Assistant Professor at Northern Michigan University
[7] Lijiang Shen, Ph.D. 2005 (UW-Madison), “The Interplay of Message Framing, Cognition, and
Affect in Persuasive Health Communication,” now Assistant Professor, University of Georgia.
[6] Seung-Jun Moon, Ph.D., 2004 (UW-Madison), “Immigration, Acculturation, and Mass Media
Effects: Cultural Values and Evaluations of Caucasian and Asian Advertising Models,” now
Assistant Professor at Inha University, South Korea.
[5] Jason W. Anderson, Ph.D., 2004 (UW-Madison), “An Exploration into the Role of Commitment
in Persuasion.”
14
[4] Joshua H. Morrill, Ph.D., 2004 (UW-Madison), “Inoculating Juries: Attitudinal Inoculation,
Group Deliberation, and Trial Outcomes,” now Director, Morrill Solutions Research
[3] Heejo Keum, Ph.D., 2004 (UW-Madison), “Consumption and Participation in Contemporary
America: The Role of Informational and Dispositional Factors,” now Assistant Professor at
Sungkyunkwan University, Seoul, Korea
[2] Heather J. Ward, Ph.D., 2003 (UW-Madison), “The Variable Roles of Involvement in
Constructing a Situation Model from Health News,” now Assistant Professor at San Diego State
University.
[1] David Park, 2003 (UW-Madison), “Conglomerate Rock: The Music Industry's Quest to Divide
Music and Conquer Wallets,” now Assistant Professor at Xavier University of Louisiana
Committee Member, M.S. thesis
-Yoojin (Gina) Song, 2013 (UIUC), “Does Reactance Theory Really Occur? Advertising
Avoidance.”
-Enrique Carmona Cortes, 2013 (UIUC), “Collateral Damage: Un-Intended Brand-Association
Effects of American In-Language Hispanic Advertising on the Non-Spanish Speaking Consumer.”
- Wang, Zongyuan (Glenn) Wang, 2013 (UIUC), “Advertising Distractor Devaluation Under
Perceptual and Cognitive Load,” now Ph.D. student, University of Missouri.
- David A. Deal, 2006 (UW-Madison), “Time for Play: An Exploratory Analysis of the Changing
Consumption Contexts of Digital Games,” now Ph.D. student, UW-Madison.
External Examiner
Thuthi Gunawardena, Marketing, Auckland University of Technology, Fall 2013
ACADEMIC CONFERENCE PAPERS/PRESENTATIONS
“Big Data for Advertising Research and Education,” Co-Chair of Pre-Conference Session for the
2014 American Academy of Advertising Annual Conference, March 2014, Atlanta, GA.
“Computational Advertising and Big Data Implications for Education” Session Organizer and
Moderator.
“’The Bad Guys is Tasty’: How Visual Packaging Cues and Nutrition Knowledge Influence Pre
School Children’s Perceptions and Selections of Snacks," Michelle R. Nelson, Brittany Duff,
Gunwoo Yoon et al., poster presented at the 2013 Association for Consumer Research
Conference, Chicago, October 2013.
"How Visual Packaging Cues and Nutrition Knowledge Influence Pre-school Children’s
Perceptions and Selections of Snacks” Michelle R. Nelson; Brittany Duff; Gunwoo Yoon; Da
Zheng; Ningzi Li; Regina Ahn; Chuqiao Huang; Qiong Li; Xinxin Shi; and Pu Wang (2013), poster
presentation, Illinois Transdisciplinary Obesity Prevention Program (I-TOPP) Biennial Symposium,
University of Illinois Urbana-Champaign, October 3-4, 2013.
“Entertaining with Food: The Interplay of Source Effect and Flow in Response to Advergames,”
Chang Dae Ham, Gunwoo Yoon, and Michelle R. Nelson, paper presented by the first author in the
Advertising Division at the Association for Education in Journalism and Mass Communication
(AEJMC) Annual Convention, Washington DC, August 8, 2013.
“The Effect of Vertical Individualism on Status Consumption and Advertising Response:
Examination from a Dispositional and Dynamic View of Cultural Values,” Jing Zhang and Michelle
R. Nelson, poster presented at the Association for Consumer Research Annual Convention,
Vancouver, October 2012.
15
“Get Real: How Current Behavior Influences Perceptions of Realism and Behavioral Intent for
PSAs,” Michelle R. Nelson, Xuan Zhu, Ying Ying Li, Barbara Fiese, and Brenda Koester, paper
presented by first and second authors at the Annual Conference of the 2012 American Academy of
Advertising (AAA) Conference, March 2012, Myrtle Beach, SC.
“Games Galore: Making Sense of Metrics and Meaning in Adver-Game Research and Practice “
paper presented as part of a Professional-Academic Panel on “Medium and Message: a 21st Century
Approach” at the Annual Conference of the 2012 American Academy of Advertising (AAA)
Conference, March 2012, Myrtle Beach, SC.
“Consumer Knowledge of News Making: How Increased Persuasion Knowledge of Video News
Releases Influences Beliefs and Trust in a News Story,” Michelle R. Nelson, Sang do Oh, Jiwoo
Park, poster presented in the Public Relations Division at the Association for Education in
Journalism and Mass Communication (AEJMC) Annual Convention, St. Louis, MO, August 12,
2011. Awarded 2nd place for Best Poster in the Division.
“Media Planning,” Michelle R. Nelson. Invited Participant in Pre-Conference Teaching Workshop,
Advertising Division, at the Association for Education in Journalism and Mass Communication
(AEJMC) Annual Convention, St. Louis, MO, August 9, 2011.
“Collectivism-Individualism and Self-Construal: How Values Predict Thai Youths’ Reponses to
Anti-Drug Advertisements,” Ratanasuda Punnahitanond and Michelle R. Nelson, paper presented
by first author at the Asia-Pacific American Academy of Advertising Conference, Brisbane
Australia, June 8 – 10, 2011.
“Exploring First- Vs. Third-Person Perception and Effects of Product Placement in Bollywood
Cinema on Indian Consumers,” Michelle R. Nelson, Sameer Deshpande, and Alexandra Vilela,
paper presented by second author at the Yale China India Consumer Insights Conference, Delhi,
2011.
“Go With the Flow: How Persuasion Knowledge and Game Challenge and Flow State Impact
Children’s Brand Preferences,” Martin Waiguny, Michelle R. Nelson, Ralf Terlutter, paper
presented by first author at the 2011 Academy of Advertising (AAA) Conference, April 2011,
Mesa, Arizona.
“Not all Individualists are Alike! Horizontal & Vertical Individualism - Implications for Consumer
Orientation and Advertising Response,” Michelle R. Nelson and Jing Zhang, paper presented at the
2010 Society for Consumer Psychology Conference, February 2010, St. Petersburg, FL.
“Persuading Playfully? The Effects of Persuasion Knowledge and Positive Affect on Children’s
Attitudes, Brand Beliefs, and Behaviors,” Martin Waiguny, Michelle R. Nelson and Ralf Terlutter,
paper presented at the 2010 American Academy of Advertising (AAA) Conference, March 2010,
Minneapolis, MN.
“Perceptual and Behavioral Third-Person Effects in Stealth Marketing: The Moderating Role of
Perceived Appropriateness,” Mira Lee, Michelle R. Nelson and Mikyoung Kim, paper presented at
the 2010 American Academy of Advertising (AAA) Conference, March 2010, Minneapolis, MN.
16
“Micro-Targeting vs. Really Creepy? Digital Advertising & Consumer Privacy Issues,” Moderator,
Panel at the Sandage Symposium, 2009, University of Illinois at Urbana-Champaign.
“DOES ADVERTISING CONTENT REFLECT CONSUMERS’ VALUES?” Marianne Figge
Stein and Michelle R. Nelson, paper presented at the 2009 American Academy of Advertising
(AAA) Conference, March 2009, Cincinnati, OH.
“Special Panel on Ethics and Social Responsibility in Advertising,” Panel Member, 2009 American
Academy of Advertising (AAA) Conference, March 2009, Cincinnati, OH.
“What Makes an Effective Antismoking Ad? A Content Analysis of Antismoking Ads Designed by
Chinese Adolescents,”Xiaodong Kuang and Michelle R. Nelson, paper presented by first author at
the American Academy of Advertising 2009 Asian-Pacific Conference, May 2009, Bejing, China.
“From Trash to Treasure: Freecycle.org as a Case of Generalized Reciprocity,” Michelle R. Nelson
and Mark Rademacher, poster presented at the Association for Consumer Research Conference
Annual Convention, October 2008, San Francisco, CA.
“Applying the Selectivity Model to Cause-Related-Marketing Campaigns: Does Gender Influence
Consumers’Responses?”Alexandra Vilela and Michelle R. Nelson, poster co-presented at the
Association for Education in Journalism and Mass Communication Annual Convention, Advertising
Division, August 2008, Chicago, IL.
“From Trash to Treasure: Freecycle.org as a Case of Generalized Reciprocity,” Michelle R. Nelson
and Mark Rademacher, Ecologies of Consumption: Markets, Sustainability, and Consumer Culture
Workshop, April 2008, Urbana, IL.
“Fit And Effectiveness: Investigating Game Genre-Brand Congruence For Brand Placements,”
Michelle R. Nelson, J. Jenny Yang, and Ronald Yaros, presented at the 2008 American Academy of
Advertising annual convention, San Mateo, CA, March 2008.
“Make New Friends / Keep the Old: Media, Social Networks, and Identity During the College
Transition,” Mark Rademacher and Michelle R. Nelson, presented by first author at the 2008
International Communication Association conference, Montreal, May 2008.
“Sexy in Seven Countries: The State of Undress by Model Nationality Across Socio-cultural
Context,” Michelle R. Nelson and Hye-Jin Paek, presented at the 2007 American Psychological
Association Annual Convention, International Psychology division, August 2007.
“TO BUY OR NOT TO BUY: Socially Responsible Consumer Behavior and Implications for
Advertisers,” Hye-Jin Paek and Michelle R. Nelson, poster presented by first author at the 2007
Association for Education in Journalism and Mass Communication Annual Convention, Advertising
Division, August 2007.
“Increased Persuasion Knowledge of Video News Releases: Audience Response and Public Policy
Issues Related to Source Disclosure,” Michelle R. Nelson, Michelle L.M. Wood, and Hye-Jin Paek,
poster presented by Paek at the 2007 Association for Education in Journalism and Mass
Communication Annual Convention, Public Relations Division, August 2007.
"Gender of Nations or Gender-Specific Products? Determinants of Gender Role Advertising
17
Content across Seven Countries," Hye-Jin Paek, Michelle R. Nelson and Alexandra Vilela,
presented by first author at the 2007 AAA Asia Pacific Conference, Seoul, South Korea, May 2007.
“A Positive Youth Development Media Campaign Targeting Youth and Parents: Investigating Its
Complementary Impact on Thai Youth Outcomes,” Ratanasuda Punnahitanond and Michelle R.
Nelson, paper presented by first author at the 2006 International Communication Association
conference, Dresden, Germany, June 19-23, 2006.
“Values: Better than Sex Segmentation Strategy for Cause-Related Marketing Messages,”
Alexandra Vilela and Michelle R. Nelson, paper presented by first author at the 2006 International
Communication Association conference, Dresden, Germany, June 19-23,2006 [top paper sessionPublic Relations division].
“Examination of the Psychometric Properties of the Horizontal & Vertical Individualism and
Collectivism Scale: A Four-Country Analysis," Eugene Sivadas, Norman Bruvold, Michelle R.
Nelson and Barbara Stern, paper presented by co-authors at the 2005 American Marketing
Association Summer Marketing Educators' Conference, San Francisco, CA, July 29-August 1,
2005.
“Priming Moral Obligations: When ‘Doing Good’ Messages Boomerang,” Michelle R. Nelson,
Frederic F. Brunel, Magne Suppehellen, and Rajesh Manchanda, paper presented by Brunel at the
2005 Annual Conference of the Society of Consumer Psychology, St. Pete Beach, FL, February 2426, 2005.
“If…The Table for McWorld has been set by Hollywood, What is Served by Bollywood?” Michelle
R. Nelson, Sameer Deshpande, Narayan Devanathan, and C.R. Lakshmi, paper presented at the
2004 Annual Conference of the Association for Consumer Research, Portland, OR, October 9-11,
2004.
“What Do We Really Know About Sexism in Advertising? Shedding New Light on Consumers’
Construal of Sexism in Advertising,” Linda Y. Tuncay, Michelle R. Nelson and Jacqueline J.
Kacen, paper presented at the ACR Conference on Gender, Marketing and Consumer Behavior,
Madison, WI, June 24-27, 2004.
“Tonight’s Top Story: Commercial Content in Television News,” Michelle L.M. Wood, Michelle R.
Nelson, Jaeho Cho, and Ron Yaros, poster presented by Wood at the 2004 International
Communication Association, New Orleans, May 2004.
“The Effects of Korean Mass Media on Koreans’ Attitudes toward the U.S. and Americans,” SeungJun Moon and Michelle R. Nelson, paper presented by Moon at the 2004 International
Communication Association, New Orleans, May 2004.
“Beyond Polarized Cultural Values: A New Approach to the Study of South Korean and US
Newspaper Advertisements,” Hye-Jin Paek, Michelle R. Nelson, and Douglas M. McLeod, paper
presented to the Association for Consumer Research Annual Convention, Toronto, Canada, October
9-12, 2003.
“The Citizen-Consumer: The Complex Relationship Among Media, Consumer Culture, and Civic
Engagement, “Heejo Keum, Narayan Devanathan, Sameer Deshpande, Michelle R. Nelson, and
18
Dhavan V. Shah, paper presented by Keum to the American Political Science Association.
Philadelphia, PA, August 28-31, 2003.
“Exporting the ‘Fun, Fearless Female’: Cosmopolitan Magazine as a Case Study of a Global Media
Brand,” Michelle R. Nelson and Hye-Jin Paek, poster presented by Paek at the Association for
Education in Journalism and Mass Communication Annual Convention, Kansas City, MO, August
2003.
“Product Placements Go Global: An Examination of Brand Contacts Across Five Countries,”
Narayan Devanathan, Michelle R. Nelson, John McCarty, Sameer Deshpande, Hye-Jin Paek,
Ratanasuda Punnahitanond, Susan E. Stein, Alexandra M. Vilela, and Ronald Yaros, paper
presented at the Association for Consumer Research Conference, Atlanta, GA, October 17-20,
2002.
“When Brands are Stars: Exploring Consumer Response to Product Placements,” Michelle R.
Nelson, Chair/Discussant. Special Session presented at the Association for Consumer Research
Conference, Atlanta, GA, October 17-20, 2002.
“Global Advertising,”Michelle R. Nelson, Chair at Special Session, presented at the Association
for Consumer Research Conference, Atlanta, GA, October 17-20, 2002.
“IS CULTURE GOING GLOBAL? A Comparison of South Korean and U.S. Newspaper Ads in
the New Millennium,” Hye-Jin Paek, Michelle R. Nelson, and Douglas M. McLeod, paper
presented to the Advertising Division for the Association for Education in Journalism and Mass
Communication Annual Convention, Miami Beach, FL, August 7-10, 2002.
“Exploring International Social Marketing Strategies: A Cross-cultural Case Study of AntiSmoking Efforts in Six Countries,” Sameer Deshpande, Narayan Devanathan, Michelle R. Nelson,
Hye-Jean Paek, Ratanasuda Punnahitanond, Susan Stein, Alexandra Vilela and Ron Yaros, paper
presented to the International Division, Association for Education in Journalism and Mass
Communication Annual Convention, Miami Beach, FL, August 7-10, 2002.
“We’ve Come A Long Way, Baby – or Have We? Sexism in Advertising Revisited,” Jacqueline J.
Kacen and Michelle R. Nelson, paper presented at the ACR Conference on Gender, Marketing and
Consumer Behavior, Dublin, Ireland, June 27-29, 2002.
“Changes in Social Psychological and Cultural Identity of Japanese Biculturals,” Naoko Tani
Fukuchi and Michelle R. Nelson, poster presented at the American Psychological Association,
Chicago, IL, August 2002.
“How do you say ‘I Do’: An Analysis of Community and Socialization in Intercultural Wedding
Message Boards,” Michelle R. Nelson and Cele Otnes, paper presented at the Eighth Annual CrossCultural Research Conference, Hawaii, December 13-15, 2001.
“Advertisers Got Game: Examining Effectiveness of Product Placements in New Media,” Michelle
R. Nelson, paper presented at the Annual Convention of Association for the Education of
Journalism and Mass Communication, Washington D.C., August 2001.
19
“Advertisers Got Game: Investigating Brand Messages in Online Games, ”Michelle R. Nelson,
poster/roundtable session at the 20th Annual Advertising and Consumer Psychology Conference,
SCP, Seattle, WA, May 2001.
“A Cross-National Examination of Horizontal and Vertical Individualism and Collectivism:
Measurement and Impact on Consumer Decision Making,” Eugene Sivadas, Norman T. Bruvold,
Michelle R. Nelson, and Sharon Shavitt, poster presented at the Association for Consumer Research
Conference, Salt Lake City, UT, October 2000.
“Beyond the Stereotypes of Male Consumption,” Frederic Brunel, Julie Ruth, and Michelle R.
Nelson, paper presented at the 5th Association for Consumer Research conference on Gender,
Marketing and Consumer Behavior, Chicago, IL, June 2000.
“Girrrl Power and Boyyy Nature: Transforming Gender Identities,” Jacqueline Kacen and Michelle
R. Nelson, paper presented at the Marketing Paradiso Conclave Conference at University of Ulster,
Belfast, Ireland, September 1999.
“Long-Term Lessons Learned from Shopping with Consumers,” Cele Otnes, Tiny Lowry, and
Michelle R. Nelson, paper presented at Association for Consumer Research annual conference,
Montreal, Canada, October 1998.
“Gendered Responses to ‘Help-Self’and ‘Help-Others’ Charity Ad Appeals: Consequences of
Readers’ Personality and Culture,” Michelle R. Nelson and Frederic Brunel, poster presented at the
Association for Consumer Research annual conference, Montreal, Canada, October 1998.
“What’s Morality Got to Do With It? How Gender and World-views Affect Advertising Processing
and Preference for Charitable Appeals,” Michelle R. Nelson, paper presented at the Conference on
Gender, Marketing and Consumer Behavior, San Francisco, CA, June 1998.
"Capturing Culture: New Ways of Measuring Cultural Differences and Determining Their
Consequences for Advertising Persuasion," Michelle R. Nelson, paper presented to the International
Academy of Business Disciplines, San Francisco, CA, April 1998.
"Examining Horizontal and Vertical Dimensions of Individualism: The Importance of Cultural
Values," Michelle R. Nelson and Sharon Shavitt, paper presented at the Conference of the
Association for Consumer Research, Denver, CO, October 1997.
"Examining the Horizontal and Vertical Dimensions of Individualism: Links to Values and Moral
Orientations and Consequences for Persuasion," Michelle R. Nelson, paper presented at the
Individualism and Collectivism Conference sponsored by the Speech Communication Department
at California State-Fullerton, CA, March 1997.
"Exploring Cross-Cultural Differences in Cognitive Responding to Ads," Sharon Shavitt, Michelle
R. Nelson, and Rose Mei Len Yuan, paper presented at the Conference of the Association for
Consumer Research, Tucson, AZ, October 1996.
"Communicative Social Identity: Effects of Product Usage on Person Judgments," Sharon Shavitt
and Michelle R. Nelson, paper presented as part of symposium on attitude functions, Why We
Evaluate: Functions of Attitudes, Chairs: Gregory R. Maio & James M. Olson, at the Annual
Convention of the American Psychological Association (Divisions 8/23), Toronto, August 1996.
20
"Let's Talk Shop: Multiple Interpretive Perspectives on Studying Consumer Shopping Behavior,"
Michelle R. Nelson, Session Chair, for paper presented at the Conference of the Association for
Consumer Research, Minneapolis, MN, October 1995.
“Shopping with Consumers: Retrospective and Prospective Methodological Applications," Michelle
R. Nelson, Cele Otnes, Mary Ann McGrath, and Tina M. Lowrey, special session: Let's Talk Shop:
Multiple Interpretive Perspectives on Studying Consumer Shopping Behavior presented at the
Conference of the Association for Consumer Research, Minneapolis, MN, October 1995.
"The Communicative Value of Products: Effects of Product Usage on Person Judgments," Sharon
Shavitt and Michelle R. Nelson, poster presented at Conference of the Society for Experimental
Social Psychology, Washington D.C., September 1995.
"The Children's Birthday Party: A Study of Mothers as Socialization Agents," Cele Otnes, Michelle
Nelson and Mary Ann McGrath, paper presented at the Conference of the Association for Consumer
Research, part of competitive paper session, Children as Consumers, Boston, MA, October 1994.
"The Prediction of Long-Term Advertising Effectiveness: New Cognitive Response Approaches,"
Michelle R. Nelson, Sharon Shavitt, Angela Schennum, and Jacqueline Barkmeier, paper presented
at the Thirteenth Annual Advertising and Consumer Psychology Conference, Measuring
Advertising Effectiveness, Minneapolis, MN, May 1994.
"Theory of Synesthesia Applied to Print Advertising," Michelle R. Nelson and Jacqueline Hitchon,
paper presented at the Convention of the Association for the Education of Journalism and Mass
Communication, Kansas City, MO, August 1993.
"Theory of Synesthetic Metaphor in Print Advertising Headlines," Michelle R. Nelson and
Jacqueline Hitchon, paper presented at the Conference of the American Psychological Association
(Division 23: Consumer Research), Washington D.C., August 1991.
OTHER CONFERENCE PARTICIPATION
- Poster Session, “Helping Families with Meal Planning: Using Advertising Research to Evaluate
Public Service Announcements for the FRC,” 2012 Public Engagement Symposium, UIUC.
- Plenary Panelist, Transdisciplinary Approaches to Childhood Obesity, Family Resiliency Center,
UIUC, March 4, 2011
- Panelist, Branded Content & Product Placement, School of Journalism and Mass Communication
Centennial Celebration, UW-Madison, April 28, 2005.
- Panelist, “Women and Advertising: A Discussion of Jean Kilbourne’s Presentation,” organized by
Wisconsin Union Directorate, Memorial Union, February 3, 2005.
- Panelist, "International Culture and Consumer Psychology: A Panel Discussion" for the Society
for Consumer Psychology, 1998 Winter Conference Program, Austin, TX, February 1998.
- Participant, "PRISM: Crossroads of Multiculturalism Conference,” Emerson College, Boston,
MA, February 1998.
- Respondent to Panel, "Political Advertising," 1997 Political Communication Conference:
Campaign '96: Messages for the New Millennium," Emerson College, Boston, MA, November
1997.
21
INVITED PUBLIC LECTURES
‘ “History of Advertising Education in the United States”, International Conference on Advertising
Education, Xiamen University, Xiamen, China, July 27, 2013
- “Advertising: Friend or Foe of Healthy Eating” (with colleague Brittany Duff), Food for Thought
brownbag series, Family Resiliency Center, UIUC, October 22, 2010.
- Invited Professor to speak at SOAR for parents and incoming freshmen, UW-Madison, June 19,
2005.
- “Tonight’s Top Story: Commercialization of News and Effects,” UW-Milwaukee Department of
Journalism, April 26, 2005.
- “New Hidden Persuaders,” presented to the Rotary Ethics Symposium, Madison, 2005, 2006
- “New Hidden Persuaders,” presented to the Freshman Parents’ Weekend, UW-Madison,
November 5, 2004.
- "WHAT IS BEAUTIFUL? GLOBAL PERSPECTIVES ON BODY IMAGE". For International
Learning Community's Global Dialogue Series, Chadbourne Hall, February 2004.
- “Integrating Theory and Practice into a New Interdisciplinary Course: Lands' End as a Real-World
Global Strategic Communications Case”presented to the Best Practices in Teaching Global
Languages and Cultures conference, March 28, 2003. Sponsored by the Global Languages,
Literatures & Cultures Forum, UW-Madison campus-wide conference.
- “Focus Group Methodology” presented to the “Assessment and Evaluation Workshop” –
organized by Marianne Fitzpatrick. March 2003.
- “Game On: Advertising, Product Placement & Interactive Entertainment” Guest Lecturer,
Graduate Advertising Seminar, University of Illinois at Urbana-Champaign, February 2001.
-"Communicating in Market Space - The World Wide Web" Guest Lecturer, Marketing
Communications Graduate Seminar, Odense University, Denmark, April 2000.
- “Product Strategies for High-Tech Products:Case Study of MathEngine Technology” Guest
Lecturer, Product Management, Haas School of Management, University of California-Berkeley,
April 1999.
- “Advertising within a Political Communication Context, “ Guest Lecturer, Communication
Studies, University of Calgary, Calgary, Alberta, June 1998.
- "Are Communication Theories Culture Bound?" Guest Lecturer, Communication Theory
Seminar, Roskilde Universitetscenter, Kommunikationsuddanelsen, Denmark, Fall 1996.
- "Advertising Research Methods: Cognitive Response & Attitude Measurements," Guest
Lecturer, Marketing Graduate Seminar, Southern Denmark Business School, Sonderborg, Denmark,
Fall 1996.
- "Values and Responses to Advertising in Denmark" to the Rotary International Club,
Copenhagen Chapter, Denmark, Fall 1996.
SERVICE
University of Illinois at Urbana-Champaign
* Search Committees: College of Mean Dean Search (2009-2010), Assistant Professor –Department
of Advertising (Searches, 2008-2009; 2009-2010; 2010-2011, 2012-2103), Assistant Professor –
Agricultural Communications (Head of Committee, 2012), Professor of Advertising (Head of
Committee, 2012-2013), Associate/Full Professor – Computational Advertising (with Computer
Science), Department Head Search, 2013-2014, Digital Media Professor Search (Chair, 2013-2014)
* Executive Committee (ICR, Media, Advertising, 2013-2014)
* College of Media Curriculum Committee, 2008-2009
* M.S. Advertising Graduate Admissions Committee (2006-present)
* Ph.D. ICR Graduate Admissions Committee (2010)
* Ph.D. ICR Program Evaluation Committee (2010, 2011, 2012, 2013)
* Public Relations Committee (2010, 2011, 2012)
22
* College of Media Elections Chair (2006-2011)
* Director of Graduate Studies, M.S. Advertising (2010-2012)
* Acting Head, Department of Advertising (2011-2013)
Advertising Field
Reviewer for Academic Journals: Journal of Advertising, 2002-present; Communication Theory
(2009); Marketing Theory (2005-present); International Journal of Advertising (2009-present),
International Marketing Review (2008-2011); Interactive Journal of Advertising (2008-2011);
Journal of Applied Communication Research (2003-2004), Human Communication Research
(2004), Media International Australia, special issue: The
Globalisation of Advertising in Asia: The Impact on Media (2009), Journal of Consumer
Psychology – 2001-2008; Journal of Cross-Cultural Research (2008-2009), Political Studies
(2009); Sex Roles (2008-present).
Reviewer for Academic Conferences: American Academy of Advertising, 2009-2012, Association
for Education in Journalism and Mass Communication Annual Convention, 2002-2007; American
Marketing Association Summer Marketing Conference (2005); ACR, 2003, 2012; ACR AsiaPacific Conference, 2001; Cross-Cultural Research Conference, 2001; Western Decision Sciences
Institute Conference, 2001.
Reviewer for Academic Grants: Sheth Dissertation Grants; University Grants Committee, Hong
Kong Research Grants Council, 1998. The Netherlands Organisation for Scientific Research
(NWO): NWO Council for the Social Sciences, 2013.
Associate Editor, International Journal of Advertising, 2010-present
Editorial Board Member, Journal of Advertising, 2009-present; Journal of Interactive Advertising,
2012-present
Member, Publications Committee, American Academy of Advertising (2010-2013)
Community
Volunteer Consultant, Porchlight (formerly Transitional Housing), Madison, WI (2000-2004)
Kickin It at Kickapoo, Youth Media Literacy Workshop with Illinois Public Media, Summer 2009
PROFESSIONAL AFFILIATIONS
American Academy of Advertising, Association for Education in Journalism and Mass
Communication, Association for Consumer Research
GRANTS (received)
Nelson, Michelle R. and John Wirtz, “Family Dinner Campaign Evaluation: Kids Eat it Up,”
Christopher Family Foundation Food and Family program, Family Resiliency Center, UIUC,
$21,000, 2013-2014.
Nelson, Michelle R., Travel Scholars Award, UIUC, 2012, $850
http://illinois.edu/lb/article/3493/79006
Duff, Brittany (PI), Kiel Cristianson, Michelle Nelson and Diana Grigsby (Co-PIs), UIUC Campus
Research Board, “Front of Pack Processing: How Visual Information Cues Influence Perceptions,”
$6,569; 2012-2013.
23
Sandvig, Christian (PI), Brant Houston, Jan Slater, Michelle Nelson, Lisa Nakamura and Brittany
Duff (Co-PIs), Digital Media First iCubed Initiative, “Digital Media First: College of Media
Curriculum Planning,” $49,000; 2011-2012.
Grigsby-Toussaint, Diana (PI), Barbara Fiese, Brittany Duff and Michelle Nelson (Co-PIs), Illinois
Transdisciplinary Obesity Prevention Program (I-TOPP), “Do as Eye Say? Using Eyetracking
Technology in Evaluating Implicit Attitudes towards Branded Food Products Targeted to Children
and Families,” $5,000; 2011-2012.
Waiguny, Martin (PI), Michelle Nelson and Brittany Duff (Co-PIs), Auckland Technical University
Research Project Grant, “Analytic and Holistic Processing of Advergames,” $5,200; 2012.
Nelson, Michelle R. (PI) with Co-Investigators Lucy Atkinson and Mark Rademacher, “Timmy has
new Skechers; he says they help him run fast (Liam, age 4): Developing an audience-focused model
of consumer socialization processes among preschoolers that accounts for indirect, contextual and
contingent effects of mass media,” Mass Communication & Society Research Award (AEJMC),
$4,500, August 2010.
Nelson, Michelle R. and Anna Stenport (co-PIs), Nordic Studies Abroad, Public Diplomacy and
Outreach Activities, $2,500, 2010.
Nelson, Michelle R., Travel Scholars Award, UIUC, 2008.
Nelson, Michelle R., CIBER Grant for "The Politics of Consumption/The Consumption of Politics:
Perspectives on the Intersection of Consumer and Civic Culture Conference,” UW-Madison,
$2,000, December 2005.
Nelson, Michelle, R. “Wisconsin Idea Undergraduate Fellowship” for A Strategic Communication
Campaign to Raise Awareness of Wheels for Winners, UW-Madison, $1,000, Summer 2005.
Nelson, Michelle R. American Academy of Advertising, “How do Culture and Rule of Law
Influence Advertising Content?” Granted $3,000, March 2004.
Nelson, Michelle R., UW-Madison Graduate School, “America the Brand: UK Newspaper
Portrayals and Britons’ Perceptions of the U.S. and U.S. Brands” Awarded $8,505, 2003.
Nelson, Michelle R., Maier development fund, Journalism & Mass Communication, UW-Madison,
$10,000/year, 2002-2005.
Nelson, Michelle R., CIBER Grant for “Strategic Communications in the Global Economy,” UWMadison, $750, 2002.
Nelson, Michelle R., “Wisconsin Idea Undergraduate Fellowship” for A Strategic Communication
Campaign to Raise Funds for Transitional Housing Inc., UW-Madison, $1,000, Summer 2001.
Nelson, Michelle R., Davis Foundation Curriculum Grant – Creativity/New Media, Emerson
College, course release, 1997.
24
Nelson, Michelle R., Dissertation Travel Grant ($1,000) and $500 Special Project Grant Awards in
University-wide competition for the Graduate College at the University of Illinois at UrbanaChampaign, 1996.
GRANT APPLICATIONS
Wiley, Angela (PI), Michelle Nelson, Brittany Duff, Michael Haberman, and Tracy Flood (Co-PIs),
“Development and Evaluation of a Tablet Computer Application to Promote Consumption of Fruits
and Vegetables Among Preschoolers and their Families,” National Institutes of Health (NIH),
Requested: $439,184, February 2012, revised January 2013 (not funded).
Grigsby-Toussaint, Diana, John Wirtz, Barbara Fiese, Kiel Christianson, and Michelle Nelson,
“Examining Implicit and Explicit Attitudes towards Branded Food Products Targeted to Children
and Families in Food Stores among Low Income and Racial/ethnic Minority Groups,” Robert Wood
Johnson Foundation, Healthy Eating Research Program, April 2013 for 2013-2014, Requested:
$170,000 (not funded).
Donovan SM, Co-I, Bucher D and Fiese BH (everyone is listed a faculty member: Michelle R.
Nelson), “Transdisciplinary Training in Childhood Obesity,” Ruth L. Kirschstein National Research
Service Award (NRSA), Institutional Research Training Grants (Parent T32)
National Institutes of Health, Submitted to the Eunice Kennedy Shriver National Institute of Child
Health and Human Development (NICHD), Dates: 4/1/14 - 3/31/19, Amount: $2,219,976 (pending)
Fiese, Barbara (PI) – Michelle R. Nelson (faculty), “Transdisciplinary Obesity Prevention Program
– Undergraduate (TOPP-U), USDA NIFA Higher Ed Challenge Grant, 2013-2016, $746,928 Total
Request (pending)
Nelson, Michelle R., Brittany Duff, and Katie Abrams (Co-PIs), “Front-of-Package Processing:
How Visual Cues Influence Product Perceptions and Attention Among Children and Their Care
Givers”: Nelson, Duff and Abrams – submitted to the 2012 Christopher Family Food & Family
Grant program, Requested: $47,359. (not funded)
Grigsby-Toussaint, Diana (PI), Barbara Fiese, Brittany Duff, and Michelle Nelson, “Eye-scapades:
Using Eyetracking Technology to Examine Visual Attentiveness to Food Marketing Among Parents
of Pre-school Aged Children,” Campus Research Board Grant (UIUC). Requested $16,250, Fall
2011 (not funded).
Nelson, Michelle, Brittany Duff, Katie Abrams, Barbara Fiese, and Laurie Hogan,“Eyes on the
Prize: Teaching Kids Healthy Eating through Conditioning and Attention”, Family Resiliency
Center Christopher Family Foundation Food and Family Grant Co-PIs: Michelle Nelson and
Brittany Duff. Investigators: Katie Abrams, Barbara Fiese and Laurie Hogan. Requested: $28,500,
May 2011 (not funded)
HONORS
“List of Teachers Ranked as Excellent by Their Students”: University of Illinois
Instructor (Ph.D. student): Fall 1994: B&TW271
Instructor (Ph.D. student): Spring 1995: B&TW271
Instructor: (Ph.D. student) Fall 1995: B&TW271
Fall 2007: ADV400
Spring 2008: ADV483
Fall 2008: ADV483
25
Spring 2009: ADV587
Fall 2009: ADV199, ADV400, ADV483
Fall 2010: ADV476, ADV483
Spring 2011: ADV399, ADV585* (instructor ratings were outstanding, top 10%)
Fall 2011: ADV582
Spring 2012: ADV588
Fall 2012: ADV582
Fall 2013: ADV582* (instructor ratings were outstanding, top 10%)
26