About

Chang-Dae Ham is a Professor of Advertising and Associate Head of Graduate Studies at the College of Media, University of Illinois. He joined the Charles H. Sandage Department of Advertising in 2010 as a tenure-track faculty member. His educational background includes a Ph.D. in Journalism-Advertising from the School of Journalism at the University of Missouri, an M.A. in Advertising from the College of Journalism and Communications at the University of Florida, an M.B.A. in Marketing from the School of Business at Yonsei University in Seoul, South Korea, and a B.A. in Media Communication from the College of Social Science at Hanyang University in Seoul, South Korea. Prior to his academic career, Dr. Ham worked for ten years in the advertising industry in Korea, serving as an account executive, account planner, and Internet marketing consultant at LG AD, managing diverse integrated marketing communication projects for clients such as LG Electronics and Baskin Robbins, and collaborating with domestic and international agencies and digital vendors including Google Double Click, Naver, and Dentsu. His research explores how consumers cope with and resist persuasion tactics in digital media, focusing on marketplace metacognition, social intelligence, persuasion inference, media literacy, and mind perception. His work includes topics such as native advertising, online video advertising, behavioral advertising, corporate social responsibility, and political advertising literacy. Dr. Ham has published over 40 peer-reviewed journal articles and book chapters in advertising, marketing, and communication, with current research primarily centered on consumers’ coping mechanisms with data-driven advertising, algorithmic advertising, and artificial intelligence marketing.

Research topics

• Computer Science
• Political Science
• Psychology
• Social psychology
• Artificial Intelligence
• Information Retrieval
• Communication
• Public relations
• Cognitive psychology

Selected publications

• The Impact of the CSR-Embedded Crisis Response: The Role of Values Congruence between Leadership Styles and CSR Motives

  Management Communication Quarterly · 2021 · 6 citations

  Senior authorCorresponding
  • Political Science
  • Psychology
  • Social psychology

  Grounded in the values congruence proposition, this study examined the interplay between leadership styles and corporate social responsibility (CSR) motives in different crisis contexts. The results of a 2 (crisis type) × 2 (leadership style) × 2 (CSR motives) between-subjects experiment showed that the congruent combination of leadership styles and CSR motives maximized the insulating effect of CSR practice but only when the crisis type was victim. In a victim crisis, utilizing intrinsic CSR motives gained greater word-of-mouth intention and purchase intention when combined with transformational leadership than with transactional leadership. In a preventable crisis, the positive effect of values congruence disappeared and even backfired. More specifically, the congruence between transactional leadership and extrinsic CSR motives amplified the negative impact of a crisis. Theoretical and practical implications are discussed.

  PublisherDOI

• Effects of Affect: How Mood and Arousal Influence Consumer Evaluation of Search Engine Result Page (SERP) Ad Snippets

  Journal of Interactive Advertising · 2021 · 6 citations

  Senior authorCorresponding
  • Computer Science
  • Information Retrieval
  • Computer Science

  An experiment was conducted with the goal of determining how mood and arousal influence the way consumers process ad information in a search engine result page (SERP) environment. By focusing on the relationships among mood, arousal, and search ad snippet length, the study shows that mood and arousal states influence information processing (heuristic vs. systematic) on search pages both independently and jointly. Using the heuristic-systematic model, the present research explains how information processing modes triggered by mood and amplified by arousal shape the processing and evaluations of search ads with different snippet lengths. Both theoretical and practical implications are discussed.

  PublisherDOI

• Intrusive or Relevant? Exploring How Consumers Avoid Native Facebook Ads through Decomposed Persuasion Knowledge

  Journal of Current Issues & Research in Advertising · 2021 · 30 citations

  1st authorCorresponding
  • Computer Science
  • Psychology
  • Political Science

  This study investigates the mechanism underlying how consumers cope with native advertising on the Facebook newsfeed, particularly focusing on ad avoidance. Native ads on Facebook have unique features in that they are both intrusive and relevant to users. Study 1 (survey: N = 501) decomposed a persuasion knowledge construct into dispositional, conceptual, and attitudinal features to address how multidimensional constructs of persuasion knowledge are associated with ad avoidance in response to the intrusiveness and relevance of native advertising. Study 2 (experiment: N = 157) employed a 2 × 2 between-subject experimental design to examine causal relationships between the same variables. The results of both studies revealed that dispositional persuasion knowledge was more significant than situational factors in activating conceptual and attitudinal persuasion knowledge. Conceptual persuasion knowledge directly increased ad avoidance. Contrary to expectations, attitudes toward native ads did not play any intermediary role between persuasion knowledge and native ad avoidance. Implications are discussed.

  PublisherDOI

• The effects of CSR communication in corporate crises: Examining the role of dispositional and situational CSR skepticism in context

  Public Relations Review · 2019-06-19 · 85 citations

  article1st author
  PublisherDOI

• The Reflexive Persuasion Game

  2019-04-15 · 21 citations

  book-chapter1st authorCorresponding

  Since its inception in 1994, the Persuasion Knowledge Model (PKM) has served as a conceptual model for understanding how knowledge about persuasion can influence the persuasion process. Research to date has focused mainly on the target audience’s recognition or suspicion about a persuasion episode. This is likely because some constructs in the model may be overlapping and the all-encompassing model itself may offer too many interacting components to offer explanatory value. The PKM appears to work best when researchers use it to investigate consumers’ PK and to understand how that knowledge “shields” against short-term persuasion effects. The less-studied aspects of the model related to agents’ knowledge, topic knowledge, and coping mechanisms provide areas for future research. Given the increase of new advertising forms into developed and developing countries, scholars should investigate the development of PK amongst children as well as “targets” in other cultural contexts.

  PublisherDOI

• Exploring sharing behaviors across social media platforms

  International Journal of Market Research · 2018-06-27 · 82 citations

  article1st authorCorresponding

  Increasingly, consumers are simulcasting branded content across multiple, interconnected social media platforms creating a complex social media ecosystem. However, little is known about what motivates sharing in the ecosystem as opposed to specific media contexts. Present research explores multiplatform consumers’ general sharing motivations and examines how those motivations, in conjunction with social relationships, influence sharing behavior across social media platforms. First, four focus group interviews were conducted to identify general social media sharing motivations of multiplatform consumers. Employing an online survey ( N = 249), four dimensions comprised of 31 sharing motivation items were identified: social presence, social conversation, easy connection, and self-management. Applying a theory of reasoned action and social exchange theory approach, we conducted a second online survey ( N = 342) to elaborate on our findings in terms of multidimensionality and interdependency among the influencing factors on social sharing behavior. Social conversation exhibited the strongest relationship with attitude toward sharing, whereas self-management was negatively related to the social norm, which, in turn, was negatively associated with sharing intention. Findings and implications are discussed.

  PublisherDOI

• Knowledge Flows Between Advertising and Other Disciplines: A Social Exchange Perspective

  Journal of Advertising · 2017-02-03 · 19 citations

  article

  Knowledge flows between advertising and other academic disciplines are examined to identify the structure of scientific knowledge, the extent of social exchange and the scientific status of the field. Bibliometric analysis is used to identify who is citing our research and who we cited. Cocitation patterns for the leading advertising journals (Journal of Advertising [JA], Journal of Advertising Research [JAR], International Journal of Advertising [IJA], Journal of Interactive Advertising [JIA], and Journal of Current Issues and Research in Advertising [JCIRA]) and the top 50 citing and cited journals with citation relationships from 2005 to 2014 were examined. Findings revealed that advertising is citing advertising scholarship the most, followed by marketing, consumer research, psychology, and communication. This suggests a “maturing field” where scholars look within the discipline's body of knowledge. In turn, advertising research is cited by advertising, marketing, business (general), communication, and psychology. The overall citing-to-cited ratio suggests that advertising is more a “receiver” than “provider” of knowledge to other disciplines; however, there is variation across the advertising journals. The positioning of advertising journals in the larger disciplinary framework shows close relationships to consumer research and interactive communication. The most common focus among the top-cited articles is digital media, with few articles focusing on traditional advertising. The implications of our findings for the field of advertising are discussed.

  PublisherDOI

• The Role of CSR in Crises: Integration of Situational Crisis Communication Theory and the Persuasion Knowledge Model

  Journal of Business Ethics · 2017-10-14 · 150 citations

  article1st authorCorresponding
  PublisherDOI

• Do you want me to watch this ad on social media?: The effects of norms on online video ad watching

  Journal of Marketing Communications · 2016-09-14 · 28 citations

  article

  This study examines the influences of norms on consumers’ intentions to watch online video ads on social media. The social norms approach and the theory of reasoned action (TRA) were adopted as theoretical frameworks. In addition, the effects of interpersonal and social influences on the three personal-level norms were examined as the antecedents of normative perceptions. To test the hypothesized model, an online survey was conducted with 313 undergraduate students. A confirmatory factor analysis was used to validate the measurement constructs of the model, and a structural equation modeling was used to identify the relationships among constructs in the model. Findings indicate that personal injunctive norms and subjective norms were positively related to consumers’ intention to watch online video ads. Interpersonal and social influences were positively related to three normative perceptions regarding online video ad watching. The findings of this study contribute to the research stream on social norms approach and TRA and provide practical implications for advertising and marketing practitioners.

  PublisherDOI

• How U.S. Consumers Respond to Product Placement: Cluster Analysis Based on Cognitive and Attitudinal Responses to Advertising in General

  Journalism & Mass Communication Quarterly · 2016-09-20 · 12 citations

  article1st authorCorresponding

  Despite extensive research in product placement, little research has examined how different consumer groups respond to product placement. The present study aims to fill this gap, employing cluster analysis to segment U.S. consumers according to cognitive and attitudinal responses they have developed to advertising in general. Analyzing a nationally representative sample of U.S. adults ( N = 21,944), this study identified five clusters. The clusters reflect varying responses to product placement on television and in movies, as well as distinct demographic and media usage profiles. These findings are discussed from the perspective of consumer socialization and marketplace social intelligence.

  PublisherDOI

Frequent coauthors

• Joonghwa Lee

  4 shared

• Michelle R. Nelson

  University of Illinois Urbana-Champaign

  3 shared

• Jeesun Kim

  Western Sydney University

  3 shared

• Sela Sar

  University of Illinois Urbana-Champaign

  2 shared

• Soojung Kim

  2 shared

• Young Han Bae

  Pennsylvania State University

  1 shared

• Sejin Park

  1 shared

• Regina Ahn

  University of Miami

  1 shared

Labs

• Communication Technology Research for Literacy Lab (CTRL Lab: Control Squared Lab)PI

Education

• Ph.D., Journalism-Advertising

  School of Journalism

• M.A., Advertising

  College of Journalism and Communications

• Other, Marketing

  School of Business

• B.A., Media Communication

  College of Social Science

Awards & honors

• 2024 Runner-Up, Best Paper of the Year, 2023, Journal of Int…
• 2024 Adviser, Dissertation Award (Woojin Kim), American Acad…
• 2023 Best Reviewer of the Year of 2022, International Journa…
• 2023 Best Paper of the Year, 2022, Journal of Interactive Ad…
• 2023 Charles H. Sandage Scholar in Advertising Research, Cha…