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Yan Huang

ULee 224

Yan Huang

Assistant Professor

Yan Huang is an assistant professor in the Temerlin Advertising Institute at Southern Methodist University. She holds a Ph.D. in mass communication from Pennsylvania State University. Her research examines the effects and mechanisms of strategic media messages in shaping consumer psychology and behavior, especially as they relate to health and socially responsible advertising. Her work has appeared in such journals as American Behavioral Scientist, Health Communication, Journal of Communication, and Journal of Interactive Advertising. Moreover, her research has been recognized with Top Paper Awards from leading academic associations in communication including the International Communication Association (ICA), the Association for the Education of Journalism and Mass Communication (AEJMC) and the International Public Relations Research Conference (IPRRC).


Ph.D. in Mass Communication with minor in Statistics, Pennsylvania State University
M.A. in Mass Communication, Peking University
B.A. in Chinese Literature, Peking University


Consumer Behavior (ADV 2301)


Peer-Reviewed Journal Articles

Dillard, J. P., Li, R., & Huang, Y. (2017). Threat appeals: The fear-persuasion relationship is linear and curvilinear. Health Communication, 32(11), 1358-1367. doi:10.1080/10410236.2016.1220345

Wang, R., & Huang, Y. (2017). Going native on social media: The effects of social media characteristics on native ad effectiveness. Journal of Interactive Advertising, 17(1), 41-50. doi: 10.1080/15252019.2017.1326327

Huang, Y., & Shen, F. (2016). Effects of cultural tailoring on persuasion in cancer communication: A meta-analysis. Journal of Communication. 66(4), 694-715. doi:10.1111/jcom.12243

Wu, M., Huang, Y., Li, R., Bortree, D. S., Yang, F., Xiao, A., & Wang, R. (2016). A tale of two sources in native advertising: Examining the effects of source credibility and priming on content, organizations, and media evaluations. American Behavioral Scientist, 60 (12), 1492-1509. doi:10.1177/0002764216660139

Book Chapters

Oliver, M. B., Ferchaud, A., Yang, C., Huang, Y., & Bailey, E. (2017). Absorption and meaningfulness: Examining the relationship between eudaimonic media use and engagement. In F. Hakemulder, M. Kuijpers, E. Tan, M. Doicaru, and K. Balint (Eds), Narrative absorption. Amsterdam, Netherlands: John Benjamins Publishing.

Sundar, S. S., Jia, H., Waddell, T. F., & Huang, Y. (2015). Toward a theory of interactive media effects (TIME): Four models for explaining how interface features affect user psychology. In S. S. Sundar (Ed.), The handbook of the psychology of communication technology (pp. 47-86). Malden, MA: John Wiley & Sons, Inc.

Book Review

Huang, Y. (2015). Book Review: A social strategy: How we profit from social media. By MikoĊ‚aj Jan Piskorski. Journalism and Mass Communication Quarterly, 92(4), 1043-1045, doi: 10.1177/1077699015610327dd


Second Place Top Paper Award, Public Relations Division, Association for Education in Journalism and Mass Communication, 2016.

First Place Top Paper Award, Health Communication Division, International Communication Association, 2016.

Brigham Young University Top Ethics Paper Award, International Public Relations Research Conference, 2016.

Second Place Top Student Paper Award, Communication Technology Division, Association for Education in Journalism and Mass Communication, 2013.

Deans’ Award for Top Graduate Exhibition Research Presentation, College of Communications, Pennsylvania State University, March, 2013.

Areas of Studys


Undergraduate Studies

Graduate Programs

Graduate Admissions

Classes (See Catalog)


Faculty and Staff


Internships, Employment & Class Clients

Student Resources


Art History

Arts Management and Arts Entrepreneurship

Corporate Communication and Public Affairs

Creative Computation


Film and Media Arts