I am an Assistant Professor of Advertising at the Hubbard School of Journalism and Mass Communication, University of Minnesota – Twin Cities [work profile]. In 2020, I was granted with the Mary Alice Shaver Promising Professor award by the American Academy of Advertising. In addition, I am the current Chair of the AAA Global and Multicultural Committee.
The questions that I am interested in relate to the simultaneous usage of multiple media and how this affects information processing and message effectiveness. My research program centers around two primary phenomena, namely multiscreening and synced advertising.
My work has appeared in Journal of Advertising, Human Communication Research, Internet Research, Journal of Broadcasting & Electronic Media, and International Journal of Advertising, among others. Furthermore, my work has been honored with several awards and grants of the International Communication Association, the American Academy of Advertising, and the European Advertising Academy. In 2017 and 2018, I received the Baschwitz article of the year award for young researchers for the best article published by a young scholar in the preceding year. In my work, I make use of different methods (e.g., experiment, survey, media diaries, content analysis) with a special interest in eye-tracking. I have experience with both the fixed eye-tracker and the mobile eye-tracker (glasses).
Between 2014 and 2017, I wrote a dissertation entitled “Everyday Multiscreening. How the simultaneous usage of multiple screens affects information processing and advertising effectiveness.” I wrote this dissertation under supervision of Prof. Edith Smit and Dr. Hilde Voorveld at the Amsterdam School of Communication Research, University of Amsterdam. The dissertation was granted the Annie Lang Dissertation Award 2017 of the information systems division of the International Communication Association in May 2018 and the Biennial Best Dissertation Award for the Mobile Communication Interest Group in May 2019.