Jiachen Lulu Yao

RESEARCH INTERESTS

I am interested in studying how people memorize and evaluate ads in a digital environment. Specifically, I would like to examine how people process ads when ads are not their attentional focus. For example, when people are reading a news article online, they probably will not process banner ads with full attention. In the age of information overload, digital ads are often being exposed when viewers are busy with other things in hand. I am exploring under these situations, how digital ads are processed consciously or unconsciously. My dissertation examines how media multitasking influences attentional allocation toward digital ads and furthermore, influences and memory, persuasion and attitude toward ads.

WHAT MOST PEOPLE DON'T KNOW ABOUT ME

I am a photography enthusiast!

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