Faculty

Institution

Unit

Venue

Kevin R Wise

Professor of Advertising

University of Illinois Urbana-Champaign

Affiliations

College of Media

Kevin R Wise is currently serving as a College Of Media Professor of Advertising at University of Illinois Urbana-Champaign.

Honors

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Experiences

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Education

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Kevin R Wise

University of Illinois Urbana-Champaign

Professor of Advertising

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communication psychology cognitive science behavioral sciences advertising applied cognitive psychology emotions cognition consumer research affective neuroscience affect psychological science human-computer interaction consumer behaviour experimental social psychology interactive marketing behavioral research online information emotional responses digital marketing affective computing applied social psychology social cognition digital mediums social influence consumer attitudes image communication cyberpsychology behavioral decision making marketing communications consumer appeal social identity human cognition interactive journalism social web emotion recognition online advertising marketing science problematic social medium use game studies attitude theory user perception language comprehension brand awareness information seeking consumer engagement information search computer-mediated communication player experience heart rate information behavior affective design emotion regulation buying behaviors online customer behavior online communities online gaming cognitive resource allocation facebook use experimental decision making virtual communities human-centered computing sympathetic activation brand attitudes structural features quantified self message interactivity response rate thematic connection implement advergames self-reported presence process interactive marketing subjective presence facebook.com use plain text social cues

Notable Scholarly Works

Notable Federal Grants

Collaborators

Beyond Buzzwords: The Development of Large Language Models and Their Use in Advertising and Strategic Communication Research. Journal of Current Issues & Research in Advertising (2025)

Veranika PaltaratskayaAlice JiPriyam MazumdarKevin Wise

marketing analyticsmarketingmarketing sciencelanguagestrategic communication researchinteractive marketingmarketing communicationsbeyond buzzwordsdigital marketingmarketing researchadvertisinglarge language models

“Good Gestalt” of Image Ad Design: Exploring Screen-Ad Congruence Effects on Ad Aesthetic Appreciation and Likeability in Social Media Feeds. Journal of Current Issues & Research in Advertising (2025)

Olga ShabalinaMichelle R. NelsonKevin Wise

social media feedsad aesthetic appreciationonline advertisingmarketinguser experienceimage ad designimage communicationsocial mediainteractive marketingvisual designadvertisingart

Disentangling Control and Personalization: Exploring the Effects of Ad Choice and Ad Personalization in Digital Advertising Effectiveness. Journal of Interactive Advertising (2024)

Xiaohan HuKevin Wise

ad choiceonline advertisingcommunicationmarketingconsumer researchad personalizationconsumer behaviourinteractive marketingdigital marketingconsumer choicedigital advertising effectivenessadvertising

Development of a Scale for Measuring Individual Propensity for Serendipitous Information Encounters in an Online Environment. Journal of Information Science (2023)

Eunjin (Anna) KimKevin WiseSanda ErdelezYi-Hsuan Chiang

simplified process modelcommunicationpersonalitybehaviour onlineapplied social psychologypsychologybehavioral researchinformation behaviorinformation seekingonline environmentsocial psychologyonline informationexperimental social psychologypsychological assessmentcyberpsychologybehavioral sciences

Time Perception, Cognitive Load, and Memory for Short Form Video Applications (Svas). 73 rd Annual Conference of the International Communication Association (2023)

Kevin R Wise

cognitive loadvideo content analysismemory studiesperformance studiesmemoryvideo observationvideo processingtime perceptioncognitive scienceapplied cognitive psychologycognitionvideo communication

Affect Mediates Reduced Outgroup Empathy Upon Exposure to Artificial Newscasters. 72 nd Annual Conference of the International Communication Association (2022)

Kevin R Wise

social behaviorcommunicationapplied social psychologyempathy upon exposurepopular mediumsocial psychologyempathyexperimental social psychologynonverbal communicationhuman communicationjournalismbehavioral sciences

Time Passages: How Valence and Segment Duration Affect the Perception of Time. 72 nd Annual Conference of the International Communication Association (2022)

Kevin R Wise

segment durationvisual perceptionbehavioural processaffecthow valenceperception-action looppsychologypsychophysicsaffective neurosciencetime passagescognitive sciencetime perceptionapplied cognitive psychologyexperimental psychologycognitionpsychological science

How Playable Ads Influence Consumer Attitude: Exploring the Mediation Effects of Perceived Control and Freedom Threat. Journal of Research in Interactive Marketing (2021)

Xiaohan HuKevin Wise

freedom threatpersuasionmarketingconsumer researchdigital advertisingpsychologyconsumer behaviourbehavioral researchinteractive marketingconsumer engagementconsumer appealdigital marketingplayable adbehavioral decision makingadvertisingconsumer attitudesbehavioral sciences

Easy on the Eye: An Eye-Tracking Analysis of Attention to and Comprehension of Visual Metaphor Structures in Advertising. 70 th Annual Conference of the International Communication Association (2020)

Kevin R Wise

visual sciencevisual perceptionvisual metaphor structureseye-tracking analysisvisual communicationimage communicationlanguageeye trackingadvertisingvisual metaphorlinguistics

Measuring Memory. The International Encyclopedia of Media Psychology (2020)

Kevin Wise

explicit memorypsychological methodsmemory studiesapplied cognitive psychologypsychologymemory systemsmemory assessmentprominent modelparticular methodological issuesmedia psychology laboratoryhuman memorycognitive sciencememoryexperimental psychologycognitionpsychological science

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Kevin R Wise

Professor of Advertising

University of Illinois Urbana-Champaign

Affiliations

College of Media

Kevin R Wise is currently serving as a College Of Media Professor of Advertising at University of Illinois Urbana-Champaign.

Honors

Create free account to unlock more features

Experiences

Create free account to unlock more features

Education

Create free account to unlock more features

Kevin R Wise

University of Illinois Urbana-Champaign

Professor of Advertising

You can click a keyword to filter the displayed items

Notable Scholarly Works

Notable Federal Grants

Collaborators

Beyond Buzzwords: The Development of Large Language Models and Their Use in Advertising and Strategic Communication Research. Journal of Current Issues & Research in Advertising (2025)

Veranika PaltaratskayaAlice JiPriyam MazumdarKevin Wise

Olga ShabalinaMichelle R. NelsonKevin Wise

social media feedsad aesthetic appreciationonline advertisingmarketinguser experienceimage ad designimage communicationsocial mediainteractive marketingvisual designadvertisingart

Disentangling Control and Personalization: Exploring the Effects of Ad Choice and Ad Personalization in Digital Advertising Effectiveness. Journal of Interactive Advertising (2024)

Xiaohan HuKevin Wise

ad choiceonline advertisingcommunicationmarketingconsumer researchad personalizationconsumer behaviourinteractive marketingdigital marketingconsumer choicedigital advertising effectivenessadvertising

Development of a Scale for Measuring Individual Propensity for Serendipitous Information Encounters in an Online Environment. Journal of Information Science (2023)

Eunjin (Anna) KimKevin WiseSanda ErdelezYi-Hsuan Chiang

Time Perception, Cognitive Load, and Memory for Short Form Video Applications (Svas). 73 rd Annual Conference of the International Communication Association (2023)

Kevin R Wise

cognitive loadvideo content analysismemory studiesperformance studiesmemoryvideo observationvideo processingtime perceptioncognitive scienceapplied cognitive psychologycognitionvideo communication

Affect Mediates Reduced Outgroup Empathy Upon Exposure to Artificial Newscasters. 72 nd Annual Conference of the International Communication Association (2022)

Kevin R Wise

Time Passages: How Valence and Segment Duration Affect the Perception of Time. 72 nd Annual Conference of the International Communication Association (2022)

Kevin R Wise

How Playable Ads Influence Consumer Attitude: Exploring the Mediation Effects of Perceived Control and Freedom Threat. Journal of Research in Interactive Marketing (2021)

Xiaohan HuKevin Wise

Kevin R Wise

visual sciencevisual perceptionvisual metaphor structureseye-tracking analysisvisual communicationimage communicationlanguageeye trackingadvertisingvisual metaphorlinguistics

Measuring Memory. The International Encyclopedia of Media Psychology (2020)

Kevin Wise

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