Brittany Duff

brittany duff
Associate Professor of Advertising
322 Gregory Hall
  • Ph.D., University of Minnesota (Mass Communication)
  • M.A., University of Minnesota (Mass Communication)
  • B.A., University of Minnesota (Journalism)
  • Associate Professor of Advertising
  • Associate Research Professor of Communications (ICR)
  • Illinois Informatics Institute (I3)
  • Family Resiliency Center
  • Beckman Institute for Advanced Science and Technology
Course Specialties
  • Consumer Insight
  • Advertising Theory
  • Undergraduate Research Experience

Dr. Duff’s doctoral studies were conducted at the University of Minnesota where she combined theories in advertising and neuropsychology, researching how emotion and attention interact to shape our perceptions. Dr. Duff brings to her work a professional agency background, having worked as a brand planner and creative strategist for clients such as Burger King, Foster Farms, Noodles & Co., and Harley-Davidson.


Charles H. Sandage Dept of Advertising Excellence in Teaching Award (2012, 2016)
Article of the Year finalist, Journal of Advertising (2015)
Top poster award, Game studies division, International Communication Association (2015)
Reviewer of the Year, Journal of Advertising (2015)
Best paper finalist, Journal of Interactive Advertising (2014)
Article of the Year, Journal of Advertising (2011)
Top faculty paper, Advertising division, AEJMC (2011)

Research/Creative Endeavor

Dr. Duff’s research focuses on attention and emotion, particularly how these can work interact to influence perceptions of advertising. Recent research deals with the phenomenon of advertising avoidance and what consumers do with the ads that they do not fully attend to. Other research looks at media multitasking and how it affects ad perception and memory. Dr. Duff’s research has been published in Journal of Advertising, Psychology & Marketing, International Journal of Advertising, Computers in Human Behavior, Appetite, Media Psychology, and others. She is on the Editorial Review Boards of the Journal of Advertising and the International Journal of Advertising.

Select Publications

(please email bduff[@] for reprints):

Sanorita Dey, Brittany Duff, Karrie Karahalios, and Wai-Tat Fu (accepted), “A Video is Worth a Million Backers: Analyzing the Effect of Campaign Videos in Kickstarter” Proceedings of the 20th ACM conference on Computer Supported Cooperative Work (CSCW), Portland OR.

Zongyuan Wang1 and Brittany R.L. Duff (2016) “All Loads are Not Equal: Distinct Influences of Perceptual Load and Cognitive Load on Peripheral Ad Processing,” Media Psychology.

Brittany R.L. Duff and Sela Sar (2015), “Seeing the Big Picture: Multitasking and Perceptual Processing Influences on Ad Recognition,” Journal of Advertising, 44(3), 173-184.

Katie Abrams, Caitlin Evans and Brittany R.L. Duff (2015), “Ignorance is Bliss: How Parents of Preschool Children Make Sense of Front-of-Package Visuals and Claims on Food,” Appetite, 87, 20-29.

Sydney Chinchanchokchai, Brittany R.L. Duff and Sela Sar (2015), “Time Flies When You’re Doing More Than One: Multitasking, Holistic Processing and Perception of Time,” Computers in Human Behavior, 45, 185-191.

Brittany R.L. Duff, Gunwoo Yoon, Zongyuan Wang and George Anghelcev (2014), “Doing it all: An exploratory study of predictors of media multitasking,” Journal of Interactive Advertising, 14(1), 11-23.

Brittany R.L. Duff and Ron Faber (2011), “Missing the Mark: Advertising Avoidance and Distractor Devaluation,” Journal of Advertising, 40 (2), 51-62.

Ron Faber, Brittany R.L. Duff and Xiaoli Nan (2012), “Coloring Outside the Lines: How to Make Advertising Theory More Meaningful” in Shelly Rogers and Esther Thorson (eds.) Advertising Theory; Routledge; New York, NY