College Directory

Jon D. Morris, Ph.D.

Professor - Department of Advertising

Office: 2078 Weimer Phone: 352-392-0443 Email: jmorris@jou.ufl.edu

Bio

Morris joined the college faculty in 1984. He began his advertising career in 1968, and has worked for several agencies, including Nicholson-Morris, Doyle Dane Bernbach and Dancer Fitzgerald Sample. He earned his Ph.D. from the University of Florida. His research has appeared in Journal of Advertising Research, Educational Technology, International Journal of Instructional Media, and in the Proceedings of the American Academy of Advertising and The Association for Consumer Research, among others.

The last several years, he has developed a model for analyzing emotional response to marketing communications.

 

Education

Ph.D., University of Florida

News

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:

Ju, I., Jun J. W., Dodoo, N. A., & Morris, J. (2015). The Influence of Life Satisfaction on Nostalgic Advertising and Attitude toward a Brand. Journal of Marketing Communications.

Jang, W., Ko, Y. J., Morris, J. D., & Chang, Y. W. (2015). Scarcity Effects on Consumption Behavior: Luxury and Limited Edition Product Consideration. Psychology and Marketing

Jang, W., Ko, Y. J., Morris, J. D., & Chun J. W. (2014). Where Should Brands Position their Advertisements during the Sporting Event? Spectators’ Mental Energy Perspective, Association Education in Journalism and Mass Communication Conference, Montreal, Canada

Jang, W., Chun, J. W., Ko, Y. J., & Morris, J. D. (2014 ). The Limited Edition Products: The Role of Emotional Responses on Perceived Value and Purchase Intention. 2014 American Academy of Advertising’s Conference, Atlanta, GA.

Ju, I., Choi, Y., and Morris, J. (2014). Your Favorite Memory: Emotional Responses to Personal Nostalgic Advertising within Reminiscence Bump across Generations. Presented at 2014 AEJMC National Conference, Montréal Canada.

Jang, W., Ko, Y. J., Morris, J. D., & Chun J. W. The Effects of Consumers’ Motive on their Mental Energy and Advertisement Evaluation  in a Sporting Event, 2014 Association Education in Journalism and Mass Communication Conference, Montreal, Canada

Jang, W., Chun, J. W., Ko, Y. J., & Morris, J. D. (2014, March). The Limited Edition Products: The Role of Emotional Responses on Perceived Value and Purchase Intention. 2014 American Academy of Advertising’s Conference, Atlanta, GA.

Jang, W. S., Ko, Y. J., & Morris, J. D. Depletion and Vitality: Sport Spectators’ Information-Processing Model (In Process).

Jang, W., Ko, Y. J., Morris, J. D., & Chang, Y. Scarcity Effect on Luxury, Limited Edition Products, 2013 Association Education in Journalism and Mass Communication Conference, Washington, DC (Advertising Division’s Top Faculty Papers)

Jang, W., Morris, J. D., & Ko, Y. J., (2013, October). Conceptual Framework of Mixed Emotion Appeal on Sport Event Advertising, 2013 Sport Marketing Association, Albuquerque, NM

Ju, I., Choi, Y., & Morris, J. (March 2014). Your Favorite Memory: Emotional Responses to Personal Nostalgic Advertising within Reminiscence Bump across Generations – 2014 Association Education in Journalism and Mass Communication Conference, Montreal, Canada (Advertising Division)

Xie, Qinwei, Morris, Jon & Zhang, Meng. ( Under second-round review). Find us on Facebook: Emotional and Cognitive Responses Towards Facebook Social Ads™. Journal of Computer-mediated Communication.

Shen, F, Morris, J.D. (2012) Neural Structures of Emotional Responses to Television Commercials: A Functional Magnetic Resonance Imaging Study. Advances in Consumer Research, Vol 38, pgs 484-485.

Morris JD, Klahr N, Shen F, Villegas J, Lui Y. (2009) Mapping a multi-dimensional emotion in response to television commercials. Human Brain Mapping. (Spring).

Goodman, J.R., Morris, J.D., Sutherland, J.C. (2008) Is beauty a joy forever? Young women’s emotional responses to varying types of beautiful advertising models. Journalism and Mass Communications Quarterly, 85(1), 147-168.

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).

Research

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.

 

Research Keywords

fMRI and Emotional Response, Brain Images of Emotional Response, Emotions in the brain, Neuro-marketing, Dimensions of Emotion in the Brain

Research Areas

  • Strategic Communication

Courses

Syllabi from the current and three previous semesters: