People Directory

Fuyuan Shen

Associate Professor , Advertising/Public Relations


Fuyuan Shen joined Penn State in 2001. He currently teaches classes in media planning, advertising campaigns and research methods as well as a graduate research seminar in strategic communications.

He conducts research in advertising, health communication and political communication. His research integrates theories in social psychology, cultural psychology and communication to explore the effects of media messages. He previously has studied how advertising and health message frames interacted with individual differences in changing attitudes toward brands/issues, behaviors and other cognitive and affective responses.

He also has conducted research to explore the impact of political advertising, and news framing of social and political issues. He has published numerous articles in such journals as International Journal of Advertising, Journal of Advertising, Journal of Communication, Journalism & Mass Communication Quarterly, and Mass Communication & Society. He has also taught as a visiting professor at Hong Kong Baptist University and the University of Hawaii at Manoa. Prior to joining Penn State, was an assistant professor at the University of South Dakota.


Personal web page.


  • Advertising
  • Culture And Health Disparity
  • Health Communications
  • Minority Health
  • Political Communication


Shen, F., Ahern, L., & Baker, M. (2014). Stories that count: Influence of news narratives on issue attitudes. Journalism & Mass Communication Quarterly, 91 (1), 98-117.

Seo, K., Dillard, J., & Shen, F. (2013). Effects of message framing and visual image on persuasion, Communication Quarterly, 61 (5), 564-583

Yu, N., & Shen, F. (2013). Benefits for me or risks for others: A cross-cultural investigation of the effects of message frames and cultural appeals. Health Communication, 28(2), 133-145.

Yan, C., Dillard, J., & Shen, F. (2012). Emotion, motivation, and the persuasive effects of message framing. Journal of Communication, 62(4), 682-700.

Lin, H., & Shen, F. (2012). Regulatory focus and attribute framing: Evidence of compatibility effects in advertising. International Journal of Advertising, 31(1), 169-188.

Shen, F., Dardis, F, & Edwards, H. (2011). Advertising exposure and message type: Exploring the perceived effects of soft-money television political ads. Journal of Political Marketing, 10(3), 1-15.

Yu, N., Ahern, L., Connolly-Ahern, C., & Shen, F. (2010). Communicating the risks of Fetal Alcohol Spectrum Disorder: Effects of message framing and exemplification. Health Communication, 25, 692-699.

Yan, C., Dillard, J., & Shen, F. (2010). The effects of mood, message framing, and behavioral advocacy on persuasion. Journal of Communication, 60(2), 344-363.

Dardis, F., & Shen, F. (2008).The influence of evidence type and product involvement on message-framing effects in advertising. Journal of Consumer Behaviour, 7(3), 222-238.

Dardis, F., De Boef, S., Baumgartner, F. R., Boydstun, A. E., & Shen, F. (2008). Media framing of capital punishment and its impact on individuals’ cognitive responses. Mass Communication & Society, 11(2), 115-140.

Dardis, F., Shen, F., & Edwards, H. H. (2008). Effects of negative political advertising on individuals’ cynicism and self-efficacy: The impact of ad type and message exposures. Mass Communication & Society, 11(1), 24-42.

Shen, F., & Chen, Q. (2007). Contextual priming and applicability: Implications for ad attitude and brand evaluations.  Journal of Advertising, 36(1), 69-81.

Shen, F., & Edwards, H. H. (2005). Economic individualism, humanitarianism and welfare reform: A value-based account of framing effects. Journal of Communication, 55, 795-809.

Shen, F. (2004). Effects of news frames and schemas on individuals’ issue interpretations and attitudes.  Journalism & Mass Communication Quarterly, 81(2), 400-416.

Shen, F. (2004). Chronic accessibility and individual cognitions: Examining the effects of message frames in political advertisements. Journal of Communication, 54, 123-137.

Shen, F., & Wu, H. D. (2002). Effects of soft-money issue advertisements on candidate evaluation and voting preference: An exploration. Mass Communication & Society, 5(4), 395-410.

Shen, F. (2002). Banner advertisement pricing, measurement, and pretesting practices: Perspectives from interactive agencies. Journal of Advertising, 31(3), 59-67. 

Shen, F. (2001). Effect of violence and brand familiarity on responses to television commercials. International Journal of Advertising, 20(3), 381-397.