Event info

Friday, February 22, 2019 - 12:15pm - 1:15pm



Scholar Lecture Series: Should Attitude be Measured with "Random" Scale Points?

Dr. Cong Li will discuss the role of attitude measurement in advertising research. His talk examines the practice and effect of using arbitrary scale points when measuring attitude. The findings from four related studies suggest practical recommendations for advertising research.


Cong Li (Ph.D.) is an Associate Professor and Associate Dean for Graduate Studies in the School of Communication at the University of Miami. His primary research interests include computer-mediated communication, social media, and cultural psychology. He has published in a number of scholarly journals such as Journal of Advertising, Human Communication Research, Media Psychology, and Communication Research. He has also authored two books focusing on advertising strategy and social media.


Dr. Yan Huang: yanhuang@smu.edu