Faculty research profiles
Jon D. Morris
Summary
Dr. Morris’s research areas include mass communication and learning, creativity and advertising, and advertising effectiveness. His current research titled, “Method for identifying emotions through brain imaging and subject response,” aims to identify emotional responses to stimuli for marketing communication research, employee morale, or other areas requiring input on emotional response including the medical field.
Recent publications
Book Chapters:
Stewart, D. W. Morris, J.D. and Grover, A. (2006) Emotions in Advertising. In Handbook of Advertising, edited by Tim Ambler and Gerard Tellis, (Thousand Oaks, CA: Sage)
Refereed Articles:
Kim, J.Y. and Morris, J. D. (2007) The Power of Affective Response and Cognitive Structure in Product-Trial Attitude Formation, Journal of Advertising, in press.
Jin, C.H., Morris, J.D. and Villegas, J. (2007) Effect of the Placement of the Product in Film and Consumers' Emotional Responses and Prior Brand Evaluation, Journal of Targeting, Measurement and Analysis for Marketing. (Accepted).
Kim, J.Y. , Morris, J.D. Swait, J. (2007) The Six-Construct Model of True Brand Loyalty, Journal of Advertising. (in press).
Keywords
fMRI and Emotional Response, Brain Images of Emotional Response, Emotions in the brain, Neuro-marketing, Dimensions of Emotion in the Brain
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