Jiachen (Lulu) Yao is a 2nd year Ph.D. student in the ICR program. Jiachen got her bachelor degree in Communication Studies at South China University of Technology. She got her master degree in advertising at University of Illinois at Urbana-Champaign. Jiachen is mainly interested in media psychology and information processing. Her research has looked into how attention and goals influence people’s processing of advertising stimuli and how mood influences people’s memory and evaluation of advertising stimuli. Currently, she is working on a project examining how personality differences influence college students’ mobile apps usage. Jiachen considers herself as someone who stands at the intersection of psychology and media studies. In addition, Jiachen is also keeping an eye on social media analytics and data science, since she believes this is an era of information and big data.