Chang-Dae Ham



          330 Gregory Hall


  • Ph.D., Journalism-Advertising, School of Journalism, The University of Missouri
  • M.A., Advertising, College of Journalism and Communications, The University of Florida, Gainesville
  • M.B.A., Business-Marketing, The School of Business, Yonsei University, Seoul, South Korea
  • B.A., Journalism and Mass Communication, The College of Social Science, Hanyang University, Seoul, South Korea


  • Associate Professor of Advertising
  • Associate Research Professor of Institute of Communications Research (ICR)

Course Specialties

  • Digital Advertising (adv490)
  • Innovations in Advertising (adv460)
  • Advertising Management Planning (adv491)
  • Audience Analysis & Advertising Media Planning (adv483)
  • Graduate Research Seminar (adv587)
  • Global Professional Training Program for Industry Experts (Program Co-Director)

Dr. Ham earned his Ph.D. degree at the School of Journalism, at the University of Missouri. His research has focused on how and why consumers cope with and engage in persuasion process in digital. Prior to joining academia, Dr. Ham worked in the advertising industry for ten years as an account executive, account planner, and Internet marketing consultant at HSAd, a major advertising agency in Korea. During the ten years, Dr. Ham worked with diverse integrated marketing communication projects for clients such as LG electronics, Baskin Robbins, and many others, collaborating with diverse domestic and international agencies, media, and digital vendors including Dentsu, Double Click, Google, Naver, and so on.

Research/Creative Endeavor
Dr. Ham has focused on how consumers proactively assess and engage in the persuasion process in two ways: first, how consumers cope with, and steel themselves against, persuasion attempts (persuasion; persuasion knowledge; persuasion inference; persuasion resistance), and second, how they co-engage in the branding process, independent of corporate intention (motivation; engagement; planned behavior; social norm). He has published more than 20 peer-reviewed journal articles and/or book chapters in advertising, psychology, marketing, journalism, and mass communication. He is now serving as a Vice President for Korean American Communication Association (2015-2017) and an editorial board member for the International Journal of Advertising.

Awards and Recognition

  • Faculty Excellence in Teaching award, Charles H. Sandage Dept. of Advertising (2014)
  • Top faculty paper, Advertising division, 3rd, AEJMC (2017)
  • Top faculty paper, Public Relations division, 4th, AEJMC (2015)
  • The second most read/downloaded article of the year, International Journal of Advertising (2015)
  • Top faculty paper, Advertising division, 3rd, AEJMC (2014)
  • Top faculty paper, Mass Communication & Society division, 4th, AEJMC (2012)
  • Top faculty paper, Advertising division, 2nd, AEJMC (2011)
  • Top research paper, Scholar-to-Scholar session, ICA (2009) 

Selected Recent Refereed Journal Articles and Book Chapters

  • Ham, C.-D. & Kim, J. (in press). The Role of CSR in Crises: Integration of Situational Crisis Communication Theory and the Persuasion Knowledge Model. Journal of Business Ethics.
  • Ham, C.-D., Park, J. & Park, S. (in press). 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, DOI: 10.1177/1077699016669105.
  • 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. (2017). Exploring How Consumers Cope with Online Behavioral Advertising. International Journal of Advertising, 36(4), 632-658.
  • 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.
  • Yoon, G. & Ham, C.-D. (2016). Consuming Entertainment Media: How Media Effects Can Vary by Users’ Controllability. Current Psychology, 35(3), 397-402.
  • 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.
  • 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, J., & Thorson, E (2016). The Importance of Family Communication Pattern, and School Civics Experiences, 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, in Political Socialization in a Media-Saturated World, Esther Thorson, Mitchell McKinney, and Dhavan Shah, eds., New York; Peter Lang Publishing.
  • 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.
  • 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.