About me
Dr. Lou’s research focuses on consumer psychology and media effects. From this perspective, she has investigated how consumers process information and the mechanisms through which marketing communications affect consumer behaviors. Generally, her research utilizes information processing as a central mechanism to explicate the role of marketing communication experiences in consumer behaviors. Within this context, she has looked into the effects and mechanisms of a variety of brand communications (e.g., influencer campaigns, content marketing strategies, advertising portrayals of female model sizes, and the use of 360-degree video in brand’s storytelling), as well as the roles of social and psychological factors in the persuasion process. She conducts experiments in most of her research, which involves self-report, eye-tracking, and psychophysiological measures. She has also been applying a big data approach to analyze topics and sentiment in social media advertising. Her research has been published in leading journals in both advertising and communication, including the Journal of Advertising, Journal of Interactive Advertising, Journal of Computer-Mediated Communication, Media Psychology, among others.
