Vita

Michael F. Weigold

(June, 2006)

Office: Home:

Department of Advertising 425 Turkey Creek

2018 Weimer Hall Alachua, FL

University of Florida 32615

Gainesville, FL 32611 (386) 418-8268

(352) 392-8199

mweigold@jou.ufl.edu

Academic Affiliations:

2005 to present University of Florida

            Professor Department of Advertising

1994-present University of Florida

Associate Professor Department of Advertising

1989-1994 University of Florida

Assistant Professor Department of Advertising

1985-1989 University of Florida

Doctoral Student Department of Psychology

1983-1985 University of Florida

Graduate Student Journalism and Communications

Professional Memberships:

American Academy of Advertising, Member.

Association for Health Care Research, President

Grants and awards:

2005:  Shands Cancer Center.  Increasing rates of participation in clinical trials among African American cancer patients.  $25,000

2005:  Professor of Distinction for Advertising, 2004-2005.  Journalism and Communications Ambassadors.

2004:  College of Journalism and Communications Teacher of the Year.

2001: Association for Health Care Research, Annual Conference Top Paper Award, $200.

2000: Kaiser Family Foundation Grant, Using mass media to encourage positive risk taking in adolescents, $7000.

1999: National Aeronautical and Space Administration, Science Communication: State of the Art, $5000.

1998: AEJMC Teaching Division Top Paper Award, 1998, $200.

1996: TIP Award, College of Journalism and Communications, 1996, $5000.

1995: College of Journalism and Communications Research Summer Award. University of Florida. $4000.

1994: College of Journalism and Communications Research Summer Award. University of Florida. $2000.

1994: College of Journalism and Communications, Wagner, Morris, Treise, & Weigold, Attitudes of Creative Advertising Educators. $300.

1992: College of Journalism and Communications Research Summer Award. University of Florida. $3500

1992: Faculty Research Award, College of Journalism and Communications.

1991: College of Journalism and Communications Research Summer Award. University of Florida. $3500

1991: College of Journalism and Communications Research Grant. 5-91. $300.

1991: College of Journalism and Communications Research Grant. 5-91. $620.

1990: Association for Consumer Research, Best Article 1988-1990, Journal of Consumer Research. $1000

1990: DSR-D New Faculty Research Award. Division of Sponsored Research. University of Florida. 2-27-90 to 2-26-91. $1339

Courses taught:

ADV 3000--Principles of Advertising 1989-present

Survey course of advertising and marketing communications.

ADV 3501--Advertising Research 1989-1992, 1994-present

Strategic research methods in advertising. Course includes hands-on experience with secondary, qualitative, and quantitative research.

ADV 4800—Advertising Campaigns 1997-2002

Capstone advertising course supervising campaign development for a real client.

ADV 4905--Advanced Advertising Research 1989-present

Training in basic formative advertising research.

ADV 4930—Seminar in International Advertising   2003, 2005:

The cultural context of advertising.

ADV 4930—Seminar in International Advertising   2004, 20065:

Communication leadership.

ADV 4930—Seminar in International Advertising   2004, 20065:

Persuasion in communication

MMC 6400--Mass Communication Theory 1991- present

Graduate core course in theories of mass communication. Covers major theories of persuasion, agenda-setting, information processing, and campaigns.

MMC 6405--Seminar in Mass Communication Theory 1994-present.

Various topics including consumer decision making and risk behavior.

SOP 3004--Introduction to Social Psychology S, 1989

An introduction to the theories and methods of social psychology.

Publications:

Arens, W. F., Weigold, M. F., & Arens, C. (2007). Contemporary advertising. Burr-Ridge, IL: McGraw-Hill.

Weigold, Treise, Rausch (Spring, 2007). Handbook on Communicating and Disseminating Behavioral Science (Chapter 3. The State of Science Communication Theory, Research and Best Practices), to be published Spring, 2007.

Chamberlin, B. F., Popescu, C., & Weigold, M. F. (2006). Merging the use of legal research and the practices of social science: Comparing state access laws. In Reynolds & Bartlett (Eds.). Communication and Law: Multidisciplinary Approaches to Research. Hillsdale, NJ: Erlbaum.

Weigold, M. F., & Treise, D. T. (2004). Attracting teen web surfers to a science Web site. Public Understanding of Science, 13, 229-248.

Weigold, M. F. (2004). An elicitation of attitudinal, referent, and control beliefs regarding intentions to get a Pap smear among young sexually active women. Advances in Health Care Research, Breckenridge, CO.

Treise, D., Walsh-Childers, K., Weigold, M. F., & Friedman, M. (2003). Cultivating the science Internet audience: Impact of brand and domain on source credibility for science information. Science Communication, 24, 309-332.

Weigold, M. F., Treise, D., Schmid, L., & Lyons, J. (2003). What you don’t know can hurt you: Reactions of campaign targets to information about HPV. Advances in Health Care Research, Jackson Hole, WY.

Weigold, M. F., & Treise, D. (2002). Responding to HPV II: Effects of communicating about HPV on precautionary intentions. Advances in Health Care Research, Madison, WI: Omnipress.

Treise, D., and Weigold, M. F. (2002). Advancing science communication: A survey of science communicators. Science Communication, 23, 310-323.

Weigold, M. F. (2001). Communicating science: A review of the literature. Science Communication, 23, 164-193.

Treise, D., and Weigold, M. (2001). AIDS public service announcements: Effects of fear and repetition on predictors or condom use. Health Marketing Quarterly, 18, 39-61.

Weigold, M. F., Treise, D. M., & Chitnis, K. (2001). Responding to HPV: Lack of awareness and a surging epidemic among sexually active persons. In J. F. Hair, M. Weber, and R. Hoverstad (Eds.), Advances in Health Care Research, Madison, WI: Omnipress, 22-31.

Weigold, M. F., Shim, S. W., & Park, J. (2001). Risky product ads in Asia: The EPQ as a moderator of Korean assessments of risky product marketing. In M. S. Roberts & R. L. King (Eds.) The Proceedings of the 2001 special Asia-Pacific Conference of the American Academy of Advertising. University of Florida, Gainesville, FL.

Treise, D., Weigold, M. F., & Dai, S. (2001). Consumer assessment of advertising practices in Singapore. Proceedings of the 2001 American Academy of Advertising. Athens, GA: American Academy of Advertising.

Treise, D., Weigold, M. F., & Taylor, R. (2000). When in Rome…Do as Britain Does: Italian Advertising Professionals Talk about Italian Advertising. In Proceedings of the American Academy of Advertising. Athens, GA: American Academy of Advertising, 200-206.

Weigold, M. F., Treise, D., & Chapman, S. (2000). Strategies of sexual health: predictors and outcomes of abstinence among college students. Advances in Health Care Research, Madison, WI: Omnipress, 39-48.

Park, H., Weigold, M. F., & Treise, D. (1999). Evaluating the ethics of common advertising practices: A cross cultural comparison of Korean and American consumers and the moderating effects of ethical ideologies. Journal of Mass Media Ethics, 14, 95-106. 

Hon, L. C., Weigold, M. F., & Chance, S. (1999). The meaning of diversity among the professoriate. Journalism & Mass Communication Education, 54, 51-67.

Treise, D., Weigold, M. F., Gotthoffer, A., & Prolman, C. (1999). Responsibility and risk: Understanding how PSA messages can encourage condom use. Health Marketing Quarterly, 16, 65-96.

Weigold, M. F. (1999). Marketing on the Internet: Foreword to the Summer 1999 Edition, Journal of Technology, Law & Policy, 0, <http://journal.law.ufl.edu/~techlaw/4-2/foreword.html> (1999).

Weigold, M. F. & Treise, D. (1999). College Students at Risk for STDs: Monogamy’s Many Meanings. Advances in Health Care Research.

Weigold, M. F., Treise, D., & Gotthoffer, A. (1998). Segmenting heterosexual populations at risk for AIDS and STDs: The importance of gender and relationship status. In Advances in Health Care Research, 1998.

Sinclair, J., & Weigold, M. F. (1997). Advertising appeals based on public and private self-presentation. In Proceedings of the 1997 American Academy of Advertising. Athens, GA: American Academy of Advertising.

Ron, S., & Weigold, M. F. (1997). ADGAMES: Integrating active brand messages into video games as a new medium for marketing. In Proceedings of the 1997 American Academy of Advertising. Athens, GA: American Academy of Advertising.

Weigold, M. F., Irani, T., & Treise, D. (1997). Predicting motivation to protect sexual health: Application of the triangle model of responsibility for developing PSAs. In Proceedings of the 1997 American Academy of Advertising. Athens, GA: American Academy of Advertising

Sinclair, J. & Weigold, M. F. (1996). Endorser ideology and image: The moderating role of need for cognition in candidate evaluation. In L. Reid (Ed.), Proceedings of the 1996 American Academy of Advertising. Athens, GA: American Academy of Advertising.

Sheer, V., & Weigold, M. F. (1995). Managing threats to identity: The accountability triangle and strategic accounting. Communication Research, 22, 592-611.

Treise, D., Weigold, M. F., Conna, J., & Garrison, H. (1994). Ethics in advertising: Ideological correlates of consumer perceptions. Journal of Advertising, 23.

Weigold, M. F. and Sheer, V. (1993). Negative Political Advertising: Effects of Target Response and Party-Based Expectancies. In L. Reid (Ed.), Proceedings of the 1993 American Academy of Advertising, Athens, GA: American Academy of Advertising.

Weigold, M. F. (1992). Negative Political Advertising: Individual differences in response to image versus issue ads. In L. Reid (Ed.), Proceedings of the 1992 American Academy of Advertising, (pp. 144-149), Athens, GA: American Academy of Advertising.

Weigold, M. F., Flusser, S., & Ferguson, M. A. (1992). Direct response advertising: The contributions of price, information, artwork and individual differences to purchase consideration of a personal computer. Journal of Direct Marketing, 6, 32-39.

Schlenker, B. R., & Weigold, M. F. (1992). Interpersonal processes involving impression regulation and management (pp. 133-168). In M. R. Rozenweig & L. W. Porter (Eds.), Annual Review of Psychology. Palo Alto, CA: Annual Reviews, Inc.

Schlenker, B. R., Weigold, M. F., & Doherty, K. (1991). Accountability, self-identification, and dysfunctional behavior. In C. R. Snyder and C. Ford (Eds.) Handbook of Clinical and Social Psychology. New York: Pergamon (pp. 96-115).

Weigold, M. F., & Schlenker, B. R. (1991). Accountability and Risk-Taking. Personality and Social Psychology Bulletin, 17, 25-29.

Alicke, M. D., & Weigold, M. F. (1990). Evaluating decision makers: The role of choice congruence and outcome. Basic and Applied Social Psychology, 11, 295-312.

Alicke, M. D., Weigold, M. F., & Rogers, S. L. (1990). Inferring intentions and responsibility from motives and outcomes: Evidential and extra-evidential judgments. Social Cognition, 8, 286-305.

Doherty, K., Weigold, M. F., & Schlenker, B. R. (1990). Self-serving interpretations of motives. Personality and Social Psychology Bulletin, 16, 485-495.

Schlenker, B. R., & Weigold, M. F. (1990). Private self-consciousness and self-presentation: The role of desired identities. Journal of Personality and Social Psychology, 59, 1137-1149.

Schlenker, B. R., Weigold, M. F., & Hallam, J. R. (1990). Self-serving attributions in social context. Journal of Personality and Social Psychology, 58, 855-863.

Lynch, J. G., Marmorstein, H., & Weigold, M. F. (1989). Choices from sets including remembered brands: Use of recalled attributes and prior overall evaluations. Journal of Consumer Research, 15, 169-184.

Schlenker, B. R., & Weigold, M. F. (1989). Self-identification and accountability. In R. A. Giacalone and P. Rosenfeld (Eds.), Impression management in the organization. Hillsdale, NJ: Erlbaum (pp. 21-44).

Schlenker, B. R., & Weigold, M. F. (1989). Goals and the self-identification process: Constructing desired identities. In L. Pervin (Ed.), Goals concepts in personality and social psychology. Hillsdale, NJ: Erlbaum (pp. 243-290).

Lassiter, G. D., Stone, J. I., & Weigold, M. F. (1988). Effect of leading questions on the self-monitoring-memory correlation. Personality and Social Psychology Bulletin, 13, 537-545.

Refereed Papers Presented

Weigold, M. & Treise, D. (2006). "Full participation: A survey comparing black and white perceptions of and interest in clinical cancer trials." Association for Marketing and Health Care Research annual conference, March, 2006, Breckenridge, CO.

Treise, D. & Weigold, M. (2006)."Underrepresented voices: Focus groups for understanding low participation rates of African Americans in clinical cancer trials." Association for Marketing and Health Care Research annual conference, March, 2006, Breckenridge, CO.

Weigold, M. F., Treise, D., Labre, M., Maxfield, S., & Schmid, L. (May, 2003). Stories from the front lines: Insights from university clinic health professionals on preventing the spread of HPV and fighting cervical cancer. Paper presented at the Annual Meeting of the International Communication Association, San Diego.

Weigold, M. F., Shim, S. W., & Park, J. (2001, May). Risky product ads in Asia: The EPQ as a moderator of Korean assessments of risky product marketing. Paper to be presented at the American Academy of Advertising Special 2001 Asia-Pacific Conference, Kisarazu, Japan.

Treise, D., Weigold, M. F., & Dai, S. (2001, May). Consumer assessment of advertising practices in Singapore. Paper to be presented at the American Academy of Advertising Special 2001 Asia-Pacific Conference, Kisarazu, Japan.

Weigold, M. F., Treise, D. M., & Chitnis, K. (2001, March). Responding to HPV: Lack of awareness and a surging epidemic among sexually active persons. Paper to be presented at the Annual Meeting of the Association for Health Care Research, Santa Fe, NM.

Weigold, M. F. (2001, February). Science communication: A literature review. Paper presented at the Annual Meeting of the American Association for the Advancement of Science, San Francisco.

Treise, D. and Weigold, M. (2000, November). Advancing science communication: A survey of science communicators. Paper presented at the 2000 National Communication Association conference, Seattle, WA.

Force, K., & Weigold, M. F. (2000. April). Improving service advertising: Effectiveness of concreteness and documentation in services. Paper to be presented at the Annual Meeting of the American Academy of Advertising, Academy of Advertising, Newport, RI.

Weigold, M. F., Treise, D., & Chapman, S. (2000, April). Strategies of sexual health: predictors and outcomes of abstinence among college students. Paper to be presented at the Annual Meeting of the Association for Consumer Health Care, Jackson, WO.

Weigold, M. F. & Treise, D. (1998, August). Theory and Practice in teacher assessment: A survey of AEJMC administrators. Paper presented at the Annual Meeting of the Association for Education in Journalism and Communications: Baltimore. First prize winning paper in the Special Teaching Standards Competition.

Sinclair, J., & Weigold, M. F. (1998, March). Managing impressions for Others or Self: How chronic differences in aspects of identity influence sensitivity to advertising message quality. Paper presented at the Annual Meeting of the American Academy of Advertising.

Weigold, M. F., Treise, D., & Gotthoffer, A. (1998, March). Segmenting heterosexual populations at risk for AIDS and STDs: The importance of gender and relationship status. Paper presented at the Annual Meeting of the Association for Health Care Marketing.

Sinclair, J., & Weigold, M. F. (1997, March). The interaction of personality and advertising: A meta-analysis. Paper presented at the American Academy of Advertising, St. Louis, MO.

Sinclair, J., & Weigold, M. F. (1997, March). Advertising appeals based on public and private self-presentation. Paper presented at the American Academy of Advertising, St. Louis, MO.

Ron, S., & Weigold, M. F. (1997, March). ADGAMES: Integrating active brand messages into video games as a new medium for marketing. Paper presented at the American Academy of Advertising, St. Louis, MO.

Weigold, M. F., Irani, T., & Treise, D. M. (1997, March). Predicting motivation to protect sexual health: Application of the triangle model of responsibility for developing PSAs. Paper presented at the American Academy of Advertising, St. Louis, MO.

Chance, S. F., Weigold, M. F., & Hon, L. C. (1996, August). Diversity in journalism and communications higher education: Part 1: conceptions of diversity. Paper presented at the annual meeting of the Association for Education in Journalism and Communication, Anaheim, CA.

Hon, L C., Weigold, M. F., & Chance, S. (1996. August). Dimensions of diversity: Ideology and group membership as predictors of diversity implications. Paper presented at the annual meeting of the Association for Education in Journalism and Communication, Anaheim, CA.

Treise, D. M., Weigold, M. F., Gotthoffer, A., & Prolman, C. (1996, March). Responsibility and risk: Examining perceptions of condom use for PSA development. Paper presented at the American Academy of Advertising, Vancouver, BC.

Park, H., Weigold, M. F., & Treise, D. (1995, August). Evaluating the ethics of common advertising practices: A cross cultural comparison of Korean and American consumers and the moderating effects of ethical ideologies. Paper presented to the Association for Education in Journalism and Mass Communications, Washington, DC.

Cohen, M. D., & Weigold, M. F. (1995, August) Directly negative: Effects of political advertising and party-based expectancies on candidate evaluations. Paper presented to the Political Communication Division, American Political Science Association, Chicago.

Sheer, V. C. & Weigold, M. F. (1995, May). Supervisor feedback giving in organizations: Effects of Message Valence and communication channel. Paper presented at the meeting of the International Communication Association, Chicago.

Treise, D., Weigold, M. F., & Stankey, M. (1995, March). Public service warnings about AIDS: Fear and repetition as moderators of PSA effectiveness. Paper presented at the American Academy of Advertising, Norfolk, VA.

Weigold, M. F., & Treise, D. M. (1994, August). Relative wrongs: Ideology and consumer perceptions of common advertising practices. Paper presented at the meeting of the Association for Education in Journalism and Mass Communication, Atlanta, GA.

Frisby, C., & Weigold, M. F. (1994, August). Gratifications of talk: Esteem and affect-related consequences of viewing television talk shows. Paper presented at the meeting of the Association for Education in Journalism and Mass Communication, Atlanta, GA.

Sheer, V., Weigold, M. F., & McKenzie, N. (1994, April). Managing threats to identity: The accountability triangle and strategic accounting. Paper presented at the meeting of the Southeastern Speech Communication Association, Norfolk, VA .

Tevisani, D. & Weigold, M. F. (1993, August). Mass media, image, and persuasion: The indirect effect of different communication channels on source credibility and message acceptance. Paper presented at the meeting of the Association for Education in Journalism and Mass Communication, Kansas City, MO.

Weigold, M. F., Britt, T., Clause, C., & Schlenker, B. R. (1993, August). The effects of accountability on advertising creativity. Paper presented at the meeting of the American Psychological Association, Kansas City, MO.

Weigold, M. F. & Sheer, V. (April, 1993). Negative political advertising: Effects of Target Response and Party-Based Expectancies. Paper presented at the meeting of the American Academy of Advertising, Montreal, Canada.

Weigold, M. F. (1993, April). A review and synthesis of divergent findings on the impact of negative appeals. Paper to be presented at the meeting of the Popular Culture Association, New Orleans.

Weigold, M. F. & Rogers, S. L. (1992, March). Effects of lawyer ad attributes on perceptions of sponsoring attorneys. Paper presented at the meeting of the Southeastern Psychological Association, Knoxville, TN.

Weigold, M. F. (1992, March). Negative political advertising: Individual differences in response to image versus issue ads. Paper presented at the meeting of the American Academy of Advertising, San Antonio, TX.

Weigold, M. F. (1991, November). Direct response advertising: The contributions of price, information, artwork and individual differences to purchase consideration of a personal computer. Paper presented at the meeting of the Direct Marketing Association, Boston.

Weigold, M. F., & Schlenker, B. R. (1991, August). Gathering information about persons: Influences on social "hypothesis-testing." Paper presented at the meeting of the American Psychological Association, San Francisco.

Weigold, M. F. (1991, May). Negative political advertising: Exploring mediating conditions of target and source effects. Paper presented at the meeting of the International Communication Association, Chicago.

Horvath-Neimeyer, P., Kent, K., & Weigold, M. F. (1991, March). Confirmatory bias in reporter information seeking strategies. Paper presented at the meeting of the Southeastern Psychological Association, New Orleans.

Weigold, M. F., Flusser, S., Leiter, J., & Lowry, D. (1991, March). The effects of political interest and alienation on responses to political advertising. Paper presented at the meeting of the Southeastern Psychological Association, New Orleans.

Doherty, K., Schlenker, B. R., & Weigold, M. F. (1990, March). The internalization of positive self-presentations: Trait importance and observer feedback. Paper presented at the meeting of the Southeastern Psychological Association, Atlanta.

Keeler, N. J., Chin, K., Cox, D., Hansen, M., Mastej, S., Smith, S., Weigold, M. F., & Morris, J. (1990, August). Nonsensical and hostile humor in advertising: Differences by emotional response and order. Paper presented at the meeting of the Association for Education in Journalism and Mass Communications, Minneapolis.

Weigold, M. F., Doherty, K., & Schlenker, M. F. (1990, March). Differences in the desirability of risk taking: Judgments of self-described risk takers and risk avoiders. Paper presented at the meeting of the Southeastern Psychological Association, Atlanta.

Weigold, M. F., & Ferguson, M. A. (1990, April). Social information-seeking strategies: A review and critique of the confirmatory versus diagnosticity debate. Paper presented at the meeting of the International Communication Association, Dublin, Ireland.

Doherty, K., Weigold, M. F., & Schlenker, B. R. (1989, August). Accountability and performance: The mediating role of outcome expectations. Paper presented at the meeting of the American Psychological Association, New Orleans

Weigold, M. F., & Schlenker, B. R. (1989, August). Private self-consciousness and self-presentation: The role of desired identities. Paper presented at the meeting of the American Psychological Association, New Orleans.

Doherty, K., Weigold, M. F., & Schlenker, B. R. (1989, April). Aptitude feedback and career goals. Paper presented at the meeting of the Southeastern Psychological Association, Washington.

Schlenker, B. R., Weigold, M. F., & Doherty, K. (1989, April). Accountability and affective associates of determination and success. Paper presented at the meeting of the Southeastern Psychological Association, Washington.

Weigold, M. F., & Schlenker, B. R. (1989, April). Accountability and Risk Preferences. Paper presented at the meeting of the Southeastern Psychological Association, Washington.

Alicke, M. D., & Weigold, M. F. (1988, April). Evaluating a decision maker following a congruent or incongruent choice. Paper presented at the meeting of the Southeastern Psychological Association, New Orleans.

Weigold, M. F., & Schlenker, B. R. (1988, April). Accountability, personal standards, and task performance. Paper presented at the meeting of the Southeastern Psychological Association, New Orleans.

Alicke, M. D., Wigger, T. L., Glor, J. E., Marks, B. J., & Weigold, M. F. (1987, August). Attribution of responsibility in interdependent situations. Paper presented at the meeting of the American Psychological Association, New York.

Weigold, M. F., & Alicke, M. D. (1987, March). Effects of antecedent and outcome information on judgments of responsibility. Paper presented at the meeting of the Eastern Psychological Association, Arlington, VA.

Alicke, M. D., Rogers, S. R., & Weigold, M. F. (1986, August). Valence matching of motive and consequence in attributions of responsibility. Paper presented at the meeting of the American Psychological Association, Washington.

Ferguson, M. A., & Weigold, M. F. (1986, April). Medium source diversity and medium reliance: The continuing search for issue diversity. Paper presented at the meeting of the International Communication Association, Mass Communication Division, Chicago.

Weigold, M. F., & Ferguson, M. A. (1986, April). Motivation and cognition: Media source diversity and issue domain salience, differentiation and integration. Paper presented at the meeting of the International Communication Association, Political Communication Division, Chicago.

Ferguson, M. A., Chung, M. S., & Weigold, M. F. (1985, April). Need for cognition and the medium dependency components of reliance and exposure: A study of newspaper, magazine, television, and radio dependency. Paper presented at the meeting of the International Communication Association, Honolulu.

Ferguson, M. A., Weigold, M. F., & Gibbs, J. (1985, August). Communication boundary-spanning roles and corporate social responsibility. Paper presented at the meeting of the Association for Education in Journalism and Mass Communication, Gainesville.