Dr. Cummins has conducted media research employing both quantitative and qualitative
methods. His research generally examines audience response to entertainment media
and has employed a variety of tools, including physiology, eye tracking, and dial-testing.
His research has appeared in a number of top communication journals including the
Journal of Communication, Media Psychology, Journalism and Mass Communication Quarterly,
and Mass Communication and Society.
In addition to serving as director of the CCR, he is also an associate professor in the College of Media & Communication. He teaches both graduate and undergraduate courses on electronic media and society, sports media, research methods, data analysis, and communication theory. He previously worked in television as a news producer, videographer, and editor.
Harrison Gong (B.S., Shanghai Ocean University; M.A., Abilene Christian University)
is a Ph.D. student in the College of Media & Communication. His research interests
include empirical approaches to increase the persuasiveness of advertisement messages
in a multicultural environment, and diffusion efficiency though new media in different
cultures. His research has employed eye tracking, dial testing, lab-based experiments, and online surveys.
Cody Hale (B.A., Texas Tech University) is a master's student in the College of Media & Communication. He assists the CCR in scheduling labs and directing A/V within the focus group lab. In addition, he assists in administering the college's undergrad participant pool.