Texas Tech University

Zijian (Harrison) Gong

Assistant Professor
Advertising & Brand Strategy

Email: harrison.gong@ttu.edu

Research: Political, Sport, Visual, Advertising and persuasion

Office: 507

Hours: T/TR 1pm - 5pm

Website:
https://scholar.google.com/citations


Ph.D. Texas Tech University, 2015
M.A. Abilene Christian University, 2011

Zijian (Harrison) Gong

Biography

I study selective attention to persuasive messages. Specifically, most of my research examines the impact of attentional selectivity to subsequency message processing and memory formation. Most of my classes are related to advertising & persuasion, such as media planning and ad campaigns.

Research

Most of my research used quantitative methods to examine selective attention. Specifically, I am interested in studying 1) investigating motivated processing to understand how message design and layout impact selective attention, recall, and attitude formation, and 2) examining source and message factors that impact the persuasive ability of mass media content.

Methodologies

  • Experiment
  • Survey
  • Eye Tracking
  • Continuous Response

Research Areas

  • Political communication
  • Sport communication
  • Visual communication
  • Advertising and persuasion

Selected Publications

  • Sarge, M., & Gong, Z. (In press). Obstructing the Cascade: Motivational System Co-activation Dampening Defensive Reactions to Fear and Disgust Appeals. Media Psychology.
  • Gong, Z., & Bucy, E. P., (2016). When Style Obscures Substance: Visual Attention to Display Appropriateness in the 2012 Presidential Debates. Communication Monographs, 83, 349-372.
  • Gong, Z., & Bichard, S. (2018). This Offer Self-Destructs in 3, 2, 1,: Improving the Effectiveness of "That's-Not-All" Techniques in Promotional Emails. Journal of Promotion Management. 45, 1-18.