Additional Campus Affiliations
Professor, Charles H. Sandage Department of Advertising
Professor, Institute of Communications Research
Affiliate, Center for Social and Behavioral Science
Recent Publications
Ryu, S., & Vargas, P. (2021). Product visuals and consumers’ selective exposure: The role of thought generation and cognitive motivation. Journal of Marketing Communications, 27(7), 780-798. https://doi.org/10.1080/13527266.2021.1923556
Yoon, S., Lalwani, A. K., Vargas, P. T., Kim, K., & Taylor, C. R. (2021). Culture and Health Persuasion: Differences between Koreans and Americans. Journal of Current Issues and Research in Advertising, 42(1), 83-101. https://doi.org/10.1080/10641734.2019.1706211
Yun, J. T., Duff, B. R. L., Vargas, P. T., Sundaram, H., & Himelboim, I. (2020). Computationally Analyzing Social Media Text for Topics: A Primer for Advertising Researchers. Journal of Interactive Advertising, 20(1), 47-59. https://doi.org/10.1080/15252019.2019.1700851
Zheng, A., Duff, B. R. L., Vargas, P., & Yao, M. Z. (2020). Self-Presentation on Social Media: When Self-Enhancement Confronts Self-Verification. Journal of Interactive Advertising, 20(3), 289-302. https://doi.org/10.1080/15252019.2020.1841048
Oh, S., Yoon, S., & Vargas, P. (2019). “In-depth” incidental exposure: How processing difficulty and processing style affect evaluations of transparent overlay images. European Journal of Marketing, 53(2), 279-298. https://doi.org/10.1108/EJM-06-2017-0364