Research
"The Reflexive Persuasion Game: How Consumers Cope with Hidden Persuasion"
Dr. Chang-Dae Ham has focused on how consumers cope with, and steel themselves against, diverse hidden persuasion tactics, throughout the lens of consumers’ marketplace metacognition, social intelligence, persuasion inference, mind perception, and media literacy. His research topics include, but not limited to, consumers' coping mechanism with native advertising, online video advertising, online behavioral advertising, corporate social responsibility, and political advertising on social media. He has published over 40 peer-reviewed journal articles and book chapters in advertising, marketing, and communication. Currently, his research focuses primarily on consumers’ coping mechanism and behaviors with data-driven advertising, algorithmic advertising, and artificial intelligence marketing.
Research Interests
Hidden Persuasion in Digital: Persuasion Knowledge; Persuasion Inference; Marketplace Metacognition, Social Intelligence, Mind Perception, and Advertising & Media Literacy
Related Links
Research Groups
Political Advertising Literacy (PAL) Research Group
What do you know about political advertising in the U.S.? Political Advertising Literacy
Communication Technology Research for Literacy Lab: CTRLab (Control Lab)
Peer-Reviewed Journal Publications (*graduate student)
*Lee, D., & Ham, C.-D. (2023) AI versus Human: Rethinking the Role of Agent Knowledge in Consumers’ Coping Mechanism with Influencer Marketing, accepted in Journal of Interactive Advertising, doi.org/10.1080/15252019.2023.2217830
*Ahn, R. & Ham, C.-D. (2022) Exploring the Role of Ad Choice in Online Video Streaming Platforms: Moderated by Ad Involvement and Mediated by Psychological Reactance, Journal of Current Issues & Research in Advertising, doi.org/10.1080/10641734.2022.2092788
Kim, J., Oh, H., & Ham, C.-D. (2022). Crisis Management for Sustainable Corporate Value: Finding a Construal Fit among Social Distance, Crisis Response, and Crisis Severity, Sustainability, doi.org/10.3390/su141610244
Lee, J., Kim, S., Ham, C.-D., & *Seok, A., (2022). Avoidance and Acceptance of Native Advertising on Social Media: Applications of Consumer Social Intelligence, Persuasion Knowledge, and the Typology of Consumer Responses. Journal of Interactive Advertising, 22(2), 141-156.
Ham, C.-D., *Chung, U., *Kim, W., *Lee. S., & Oh. S. (2022). Greener than Others? Exploring Generational Differences in Green Perceptions and Purchase Intentions of the US Consumers: Consumer Socialization and Social Intelligence Perspectives. International Journal of Market Research, 64(3), 376-396.
Ham, C.-D., *Ryu, S., Lee, J., *Chung, U., *Buteau, E., & Sar, S. (2022). Intrusive or Relevant? Exploring How Consumers Avoid Native Facebook Ads through Decomposed Persuasion Knowledge, Journal of Current Issues & Research in Advertising, 43(1), 68-89.
Kim, J., Oh, H., & Ham, C.-D. (2022). The Impact of the CSR-Embedded Crisis Response: The Role of Values Congruence between Leadership Styles and CSR Motives, Management Communication Quarterly, 36(1), 92-123.
Nelson, M., Ham, C.-D. Haley, E., & *Chung, U. (2021). How Political Interest and Gender Influence Persuasion Knowledge, Political Information‐Seeking and Support for Regulation of Political Advertising in Social Media, Journal of Interactive Advertising, 21(3), 225-242. (Best Article of the Year)
Nelson, M., Ham, C.-D. & Haley, E. (2021) What Do We Know About Political Advertising? (Not Much) Political Persuasion Knowledge in a Democracy, Journal of Current Issues & Research in Advertising, 42(4), 329-353. (Best Article of the Year)
Wen, J.T., Jackson, C. Sar, S. Anghelcev, G. & Ham, C.-D. (2021). Effects of Affect: How Mood and Arousal Influence Consumer Evaluation of Search Engine Result Page (SERP) Snippets, Journal of Interactive Advertising, 21(3), 145-158.
Hwang, S., Ham, C.-D. & Kim, H. (2021) What Factors Influence Corporate CEO Image: from the Perspective of Contingency Theory of Accommodation, Korean Journal of Social Science, 46(3), 153-186.
Ham, C.-D. & Kim, J. (2020). The Effects of CSR-Based Communication in Corporate Crises: Examining the Role of Dispositional and Situational CSR Skepticism in Context. Public Relations Review, 46(2), 1-11.
Ham, C.-D. Lee, J., Hayes, J. & Bae, Y. (2019). Exploring Sharing Behaviors across Social Media Platforms. International Journal of Market Research, 61(2), 157-177.
Ham, C.-D. & Kim, J. (2019). The Role of CSR in Crises: Integration of Situational Crisis Communication Theory and the Persuasion Knowledge Model. Journal of Business Ethics, 158(2), 353-372.
Nelson, M. R., Ham, C.-D. & *Ahn, R. (2017). Knowledge Flows Between Advertising and Other Disciplines: A Social Exchange Perspective. Journal of Advertising, 46(2), 309-322.
Lee, J., Kim, M., Ham, C.-D., & *Kim, S. (2017). Do You Want Me to Watch This Ad? The Effects of Norms on Online Video Ad Watching. Journal of Marketing Communication, 23(5), 456-472.
Ham, C.-D., Park, J. & *Park, S. (2017). How U.S. Consumers Respond to Product Placement: Cluster Analysis Based on Cognitive and Attitudinal Responses to Advertising in General. Journalism and Mass Communication Quarterly, 94(4), 943- 971. (Lead article)
Ham, C.-D. (2017). Exploring How Consumers Cope with Online Behavioral Advertising. International Journal of Advertising, 36(4), 632-658.
Lee, J., Kim, S., & Ham, C.-D. (2016). A Double-Edged Sword? Predicting Consumers’ Attitudes toward and Sharing Intention of Native Advertising on Social Media. American Behavioral Scientist, 60(12), 1425-1441.
*Yoon, G. & Ham, C.-D. (2016). Consuming Entertainment Media: How Media Effects Can Vary by Users’ Controllability. Current Psychology, 35(3), 397-402
Ham, C.-D. & Nelson, M. R. (2016). The Role of Persuasion Knowledge, Assessment of Benefit and Harm, and Third-Person Perception in Coping with Online Behavioral Advertising. Computers in Human Behavior, 62, 689-702.
Ham, C.-D., *Yoon, G., & Nelson, M. R. (2016). The Interplay of Persuasion Inference and Flow Experience in an Entertaining Food Advergame. Journal of Consumer Behaviour, 15(3), 239-250.
Ham, C.-D., & Lee, H. (2015). Internet Media Personality: Scale Development and Advertising Implications. International Journal of Advertising, 34(2), 327-349.
Ham, C.-D., Nelson, M. R., & *Susmita, D. (2015). How to Measure Persuasion Knowledge. International Journal of Advertising, 34(1), 17-53. (The second most downloaded article in 2015)
Ham, C.-D., Lee, J. & Lee, H. (2015). Understanding Consumer’s Creating Behavior in Social Media: An Integration of Uses and Gratifications and the Theory of Reasoned Action. International Journal of Internet Marketing and Advertising, 8(4), 241-259. (Lead article)
Erin, W., Ham, C.-D., & Rodgers, S. (2014). Ethnic, Mainstream Papers Differ on Health Reporting. Newspaper Research Journal, 35(4), 21-39. (Lead article)
Jun, J., Ham, C.-D., & Park, J. (2014). Exploring the Impact of Acculturation and Ethnic Identity on Korean Consumers’ Consumption Behaviors of Korean U.S. Residents’ Consumption Behaviors of Utilitarian versus Hedonic Products. Journal of International Consumer Marketing, 26(1), 2-13. (Lead article)
Lee, J., Ham, C.-D., & Kim, M. (2013). Why People Pass Along Online Video Ads from the Perspective of the Theory of Reasoned Action. Journal of Interactive Advertising, 13(1), 1-13. (Lead article)
Ham, C.-D., Cho, C- H. & Jun, J. (2012). Positive vs. Negative Publicity with Advertising: An Application of the Synergy on the Country Brand and the Country-of-Origin Products. International Journal of Integrated Marketing Communication, 4(2), 27-43.
Ham, C.-D., Hong, H. & Cameron, G. (2012). Same Crisis, Different Responses: Case studies of How Multiple Competing Corporations Responded to the Same Explosion-Related Crises. International Journal of Business and Social Science, 3(20), 19-31.
Ham, C.-D., Hwang, S., & Cameron, G. (2011). Placing Crisis Management Research in Context: An Analysis and A Call for The State of Crisis Management Research in Public Relations. Journal of Public Relations Research in Korea, 15(3), 144-175.
Jun, J. & Ham, C.-D. (2011). Effects of Product Attitudes and Advertising Believability on Purchase Intentions: A Focus on Utilitarian/Hedonic Attitudes toward Health Cola. Korean Journal of Communication Studies, 19(4), 85-100.
Hwang, S. & Ham, C.-D. (2010). Examination of Scholarly Networks in Public Relations Research, 2004-2008. The Korean Journal of Advertising and Public Relations, 12(4), 189-222.
Ham, C.-D., Jun, J. & Lee, H. (2008). How to Reach Consumers in a Market Where DTC is not Allowed. Journal of Medical Marketing, 8(2), 159-169.
Book Chapters
Ham, C.-D. (2021) “Tech + Decoration: New Approaches in Digital Signage, Smart City, and Place Branding,” in Techoration, Yoo, S. eds., Seoul, Korea, Hakjisa Publications.
Ham, C.-D. & Nelson, M. R. (2019) “The Reflexive Persuasion Game: The Persuasion Knowledge Model (1994-2017),” in Advertising Theory 2nd edition, Rodgers, S. & Thorson, E. eds., New York, Routledge.
Ham, C.-D. Jeong, Y. & Hitchon, J. (2018) “Advertising,” Chapter 6 in Korean Communication, Media, and Culture: An Annotated Bibliography, Kyu Ho Youm and No Jin Kwak, eds., Lexington Books.
Ham, C.-D., Lee, J., & Thorson, E (2016) “The Importance of Family Communication Pattern, and School Civics Experiences,” Chapter 8 in Political Socialization in a Media-Saturated World, Esther Thorson, Mitchell McKinney, and Dhavan Shah, eds., New York; Peter Lang Publishing
Lee, J., Ham, C.-D., & Thorson, E (2016) “Knowledge Gaps in a Media-Saturated Presidential Election,” Chapter 5 in Political Socialization in a Media-Saturated World, Esther Thorson, Mitchell McKinney, and Dhavan Shah, eds., New York; Peter Lang Publishing.
Nelson, M. R. & Ham, C.-D. (2012) “The Reflected Game: How Target and Agent Persuasion Knowledge Influence Advertising Persuasion,” in Advertising Theory, Rodgers, S. & Thorson, E. eds., New York, Routledge.
Peer-Reviewed Conference Papers (*graduate student)
Ham, C.-D., Ju, I., *Heo, S., & *Lee, Y., (2023) Examining the Change-of-Meaning Effect: Sequential Persuasion Knowledge Structure in Coping Mechanism with Online Behavioral Advertising, Annual Conference of the Association for Education in Journalism and Mass Communication (AEJMC), August 2023, Washington D.C.
Ju, I., & Ham, C.-D. *Adekunle, T. & *Lee, D. (2023) Effects of Cookie Disclosure Specificity on Targeted Advertising Responses: Persuasion Knowledge Model (PKM) Perspective, Annual Conference of the Association for Education in Journalism and Mass Communication (AEJMC), August 2023, Washington D.C.
Nelson, M., *Kirby, C., Haley, E., Ham, C.-D. & *Paltaratskaya. V. (2023) Understanding and Increasing Everyday Persuasion Knowledge about Political Advertising, Annual Conference of the American Academy of Advertising (AAA), March 2023
*Lee, D., & Ham, C.-D. (2023) Is Artificial Intelligence (AI) superior to Human?: Rethinking the Role of Agent Knowledge in Perceived Autonomy, Superordinate Intentions, and Coping Mechanism with Influencer Marketing, Annual Conference of the American Academy of Advertising (AAA), March 2023
*Kim ,W., *Lee, D., & Ham, C.-D. (2022) Human vs. Artificial Intelligence: The Role of Algorithmic Awareness in Consumer Responses to AI Influencers, Moderated by Interactivity and Mediated by Anthropomorphism, Annual Conference of the Association for Education in Journalism and Mass Communication (AEJMC), August 2022, Detroit, MI.
Haley, E., Nelson, M., & Ham, C.-D. (2022) Which Facts Matter: How Can We Build Advertising Literacy about Contemporary Political Advertising? Annual Conference of the American Academy of Advertising (AAA), March 2022
Ham, C.-D. & *Kim, W. (2022). Incidental Experience of Regulatory Fit, Nonfit, and Processing Style: Consumers’ Processing Mechanism with Online Behavioral Advertising (OBA), Annual Conference of the American Academy of Advertising (AAA), March 2022
Ham, C.-D., *Chung, U., *Kim, W., *Lee. S., & Oh. S. (2021). Generation Gaps in Green Advertising Global colloquium, Korea Advertising Society (KAS), July, Korea
*Chung, U., Ham, C.-D., *Kim, W., *Lee. S., & Oh. S. (2021) Ad block Walls and Psychological Reactance, Global colloquium, Korea Advertising Society (KAS), Korea
*Chung, U., *Seok, A. & Ham, C.-D. (2021) Seeker or Sentry? Consumers’ Coping Mechanism with Third-Party Cookie Driven Advertising: Multidimensional Persuasion Knowledge Perspective, Annual Conference of Association for Education in Journalism and Mass Communication (AEJMC), August 2021
*Chung, U., Ham, C.-D., *Kim, W., *Lee. S., & Oh. S. (2021) Understanding Ad-block Wall and Its Effects on Online Publisher and Advertising through Psychological Reactance, Annual Conference of Association for Education in Journalism and Mass Communication (AEJMC), August 2021
Oh. S, *Chung, U., *Kim, W., *Lee. S., & Ham, C.-D. (2021) Differential Effects of Mass Media and Social Media on Health Prevention for E-cigarettes Among Young Adults, Annual Conference of Association for Education in Journalism and Mass Communication (AEJMC), August 2021
Ham, C.-D., *Chung, U., *Kim, W., *Lee. S., & Oh. S. (2021). Greener than Others? Exploring Generational Differences in Green Perceptions and Purchase Intentions of the US Consumer: Consumer Socialization and Social Intelligence Perspectives. Annual Conference of the American Academy of Advertising (AAA), March 2021
Nelson, M., Ham, C-D. Haley, E., & *Chung, U. (2021). Political Advertising in the United States: Persuasion Knowledge and Support for Regulation in Social Media, Annual Conference of the American Academy of Advertising (AAA), March 2021
Carter, J., Wen, J. T., & Ham, C.-D. (2020). The Effects of Affect: The Influence of Mood and Arousal on Processing Search Engine Result Page Snippets, Annual Conference of the American Academy of Advertising (AAA), March 2020, San Diego, CA.
*Chung, U. *Lee, Y., & Ham, C.-D. (2019). Generation Gap in Digital Privacy: Exploring Motivations for Digital Privacy Protection Behaviors. Annual Conference of the Association for Education in Journalism and Mass Communication (AEJMC), August 2019, Toronto, Canada.
Kim, J., Oh, H., & Ham, C.-D. (2019). The Role of Social Distance, Crisis Severity, and Crisis Response Strategy in Crisis Communication: A Construal Level Perspective. Annual Conference of the Association for Education in Journalism and Mass Communication (AEJMC), August 2019, Toronto, Canada.
Ham, C.-D., Sar, S. & *Chung, U. (2019). Generation Matters? Examining How U.S. Consumers Respond and Process Product Placement: Test of Serial Mediation Model by Generations, Annual Conference of the American Academy of Advertising (AAA), March 2019, Dallas, TX.
*Pham, G. & Ham, C.-D. (2018). When Our Goals Set Our Biases: How Regulatory Focus Moderates Persuasion Knowledge and Third-person Perception in Health Advertising. Annual Conference of the Association for Education in Journalism and Mass Communication (AEJMC), August 2018, Washington DC.
Kim, J., Oh, H., & Ham, C.-D. (2018). Leadership Matters: The Role of Values Congruence between Leadership Styles and CSR Practice in Corporate Crises. Annual Conference of the Association for Education in Journalism and Mass Communication (AEJMC), August 2018, Washington DC.
Sar, S., Anghelcev, G., Wen, T., Ham, C.-D., & *Shen, D. (2018). The Effects of Mood and Arousal on Information Searching and Processing on a Search Engine: Implications for Paid Search Ads. Annual Conference of the Association for Education in Journalism and Mass Communication (AEJMC), August 2018, Washington DC. (Top faculty paper award, open research category, Advertising Division, 2nd place)
*Ryu, S. & Ham, C.-D. (2018). When Native Goes Deception: Interactive Effects of Message Factors and Individual Differences in Detecting Deceptive Online Reviews. Annual Conference of the in Korean Advertising Society, July 2018, Seoul, South Korea.
*Akua, N., Ham, C.-D., Lee, J., & Kim, S. (2018). A Double-Edged Sword? The Role of Corporate Social Responsibility in Corporate Crises: Applications of Assimilation – Contrast Effects and Attribution Theory, Annual Conference of the American Academy of Advertising (AAA), March 2018, New York, NY.
Ham, C.-D., Lee, J., & Kim, S. (2017). Danger or Fear? Examining Consumers’ Blocking Intention of Online Behavioral Advertising: Integration of the Persuasion Knowledge Model and the Extended Parallel Processing Model. Annual Conference of the Association for Education in Journalism and Mass Communication (AEJMC), August 2017, Chicago, IL. (Top faculty paper award, Advertising Division, 3rd place)
Lee, J., Kim, S., & Ham, C.-D. (2017). Antecedents of Consumers’ Avoidance of Native Advertising on Social Media: Hierarchical Roles of Platform Factors, Institution-based Trust Factors, and Native Ad Perceptions. Annual Conference of the Association for Education in Journalism and Mass Communication (AEJMC), August 2017, Chicago, IL.
Ham, C- D. & Kim, J. (2016). Examining the Effect of CSR-based Communication in Crises: The Role of Dispositional and Situational CSR Skepticism. Annual Conference of the International Communication Association (ICA), May 2016, Fukuoka, Japan.
Nelson, M. R., Ham, C- D., & *Ahn, R. (2016). Knowledge Flows Between Advertising and Other Disciplines: A Social Exchange Perspective. Annual Conference of the American Academy of Advertising (AAA), March 2016, Seattle, WA.
Ham, C- D. & Kim, J. (2015). The Role of CSR in Crises: Integration of the Situational Crisis Communication Theory and the Persuasion Knowledge Model. Annual Conference of the Association for Education in Journalism and Mass Communication (AEJMC), August 2015, San Francisco, CA. (Top faculty paper award, Public Relations Division, 4th place)
*Ahn, R. & Ham, C- D. (2015). The Interplay of Ad Choice and Involvement in Response to Online Video Ad Interruption: A Mediating Role of Psychological Reactance. Annual Conference of the American Academy of Advertising (AAA), March 2015, Chicago, IL.
Ham, C- D., Park, J. & *Park, S. (2014). Segmentation of US Consumers in Response to Product Placement: A Framework of Consumer Cognitive and Attitudinal Responses to Advertising in General. Annual Conference of the Association for Education in Journalism and Mass Communication (AEJMC), August 2014, Montreal, Canada. (Top faculty paper award, Advertising Division, 3rd place)
Ham, C- D. & *Ryu, S. (2014). Exploring How Consumers Cope with Online Behavioral Advertising: An Integration of the Persuasion Knowledge Model and the Protection Motivation Theory. Annual Conference of the American Academy of Advertising (AAA), March 2014, Atlanta, GA.
Ham, C- D., *Yoon, G. & Nelson, M. (2013) Entertaining with Food: How Marketplace Metacognition Interplays with Flow in Advergame. Annual Conference of the Association for Education in Journalism and Mass Communication (AEJMC), August 2013, Washington D.C.
Ham, C- D., & Lee, J. (2012). Why Share in the Social Media Sphere? An Integration of Uses and Gratification and Theory of Reasoned Action. Annual Conference of the Association for Education in Journalism and Mass Communication (AEJMC), August 2012, Chicago, IL. (Top faculty paper award, Mass Communication and Society Division, 4th place)
Ham, C- D., Lee, J. & Thorson, E. (2012). Parent-Child Communication Patterns, School Political Discussions, News Media Use and Adolescent Knowledge and Political Interest in the 2008 Presidential Election. Annual Conference of the Association for Education in Journalism and Mass Communication (AEJMC), August 2012, Chicago, IL.
Jun, J., Ham, C- D., & Cheon, Y.* (2012). Roles of Human Factors, Involvement, Presence, and Flow on 3D Advertising Effects. Annual Conference of the American Academy of Advertising (AAA), March 2012, Myrtle Beach, SC.
Lee, J., Kim, M. & Ham, C- D. (2011). The Role of Social Norms of Watching Online Video Advertising. Annual Conference of the American Academy of Advertising (AAA), April 2011, Mesa, AZ.
Ham, C- D. & Lee, H. (2011) Internet Media Personality: An Advertising Perspective. Annual Conference of the American Academy of Advertising (AAA), April 2011, Mesa, AZ.
Erin, W., Ham, C- D. & Rodgers, S. (2011). News Coverage of the Social Determinants of Health: A Content Analysis of California Television and Newspapers. Annual Conference of the International Communication Association (ICA), May 2011, Boston, MA.
Ham, C- D. & Thorson, E. (2011). Responses to User-Generated Brand Videos: The Persuasion Inference Model. Annual Conference of the Association for Education in Journalism and Mass Communication (AEJMC), August 2011, St. Louis, MO. (Top faculty paper award, Advertising Division, 2nd place)
Jun, J., Ham, C- D. & Park, J. (2010). The Role of Acculturation and Ethnic Identity on Korean Consumers’ Consumption Behaviors in the US Market. Annual Conference of the American Academy of Advertising (AAA), March 2010, Minneapolis, MN.
Hwang, S. & Ham, C- D. (2009). Examination of Scholarly Networks in Public Relations Research, 2004-2008. Annual Conference of the Association for Education in Journalism and Mass Communication (AEJMC), August 2009, Boston, MA.
Lee, J., Ham, C- D., & Kim, M. (2009) Why People Pass Along Online Video Ads from the Perspective of the Theory of Reasoned Action. Annual Conference of the Association for Education in Journalism and Mass Communication (AEJMC), August 2009, Boston, MA.
Ham, C- D., Lee, J., & Lee, H. (2009). Understanding Consumers and User-Generated Contents: An Application of Uses and Gratifications, and the Theory of Planned Behavior. Annual Conference of the Association for Education in Journalism and Mass Communication (AEJMC), August 2009, Boston, MA.
Ham, C- D. & Jun, J. (2009) Cultural Factors Influencing Country Images: The Case of American Attitudes toward South Korea. Asian-Pacific Conference of the American Academy of Advertising (AAA Asia-Pacific), May 2009, Beijing, China.
Lee, J., Ham, C- D. & Thorson, E. (2009). Knowledge Gap in the Media-Saturated ’08 Presidential Election. Annual Conference of the International Communication Association (ICA), May 2009, Chicago, IL. (Top research paper in Scholar-to-Scholar Session, 1st place)
Ham, C- D. & Hwang, S. (2009). Placing Crisis Management Research in Context: An Analysis and a Call for the State of Crisis Management Research in Public Relations. Annual Conference of the International Communication Association (ICA), May 2009, Chicago, IL.
Thorson, E., Lee, J., & Ham, C- D. (2009). Linking Retail Behavior with Fundamentals of Advertising Processing and Media Use. Annual Conference of the American Academy of Advertising (AAA), March 2009, Cincinnati, OH.
Ham, C- D., Cho, C. & Jun, J. (2009). Positive and Negative Publicity with Advertising: An Application of the Synergy Effect on the Country Brand and the Country-of-Origin Product. Annual Conference of the American Academy of Advertising (AAA), March 2009, Cincinnati, OH.
Ham, C- D. (2009). How Multiple Competitive Organizations Cope with the Same Crisis: A Case Study of the Rice Cooker Explosion in South Korea,” International Public Relations Research Conference (IPRRC), March 2009, Miami, FL.
Ham, C- D., Jun, J., & Lee, H. (2007). Analysis of International Election Dysfunction Drug Market: A Case of South Korea. Annual Conference of the Association of Marketing and Healthcare Research (AMHCR), March 2007, Jacksonhole, WY.