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University of Florida

New Faculty Hyesoo Chang

Visiting Assistant Professor, Advertising Department

Read Hyesoo Chang’s hiring announcement.

Hyesoo Chang

What are you teaching in fall 2023?

Principles of Advertising, Media Planning

What is your area of expertise?

My primary research area is situated at the intersection of Health Communication and Strategic Communication through advertisements, focusing on anti-vaping campaigns to promote behavior and attitude changes. Additional research agendas include the exploration of health disparities using social determinants of health theory, measuring emotional responses using a non-verbal emotional response (AdSAM) scale, and cross-cultural studies designed to comprehend how global corporations use cultural-driven themes and appeals within their messages.

What research are you working on?

I’ve been working on the following studies:

  • E-cigarette cessation advertisements’ impact on emotional responses, self-efficacy, risk perception, and behavioral intent to quit e-cigarettes.
  • The role of social support and identification on the intention of eWOM about quitting e-cigarettes.
  • The young adults’ risk perception about vaping after the COVID-19 pandemic: the social determinants of health theory.
  • Trust in smart speaker

Significant other, children, pets?

I have one lovely dog. But not here, in Korea.

What excites you most about becoming a CJC faculty member?

Welcoming environment! I know people in this College are awesome and supportive.

What accomplishments, personal or professional, are you most proud of?

This is the fifth year since I moved to Florida from Los Angeles, and now I think I am used to the weather in Florida!

What three things don’t we know about you?

  1. I have my lovely dog in my home country, Korea, and this is the reason why I take a long flight journey to Korea twice a year!
  2. I have lived in three different countries (Korea, China, and the U.S.) and four different cities/states (Seoul, Shanghai, California, and Florida).
  3. I love one-on-one conversations, so feel free to stop by my office!