People Directory

Fuyuan Shen

Associate Professor , Advertising/Public Relations


Fuyuan Shen is an associate professor in the College of Communications, and an affiliate faculty of the college’s Media Effects Research Lab. His research and teaching areas are media effects, persuasion, and strategic communications. He is interested in studying the effects of messages, in both traditional and new media, on individuals’ information processing and attitudes. His previous research has examined the impact of message frames and emotions on individuals’ attitudes, risk perceptions, and other cognitive or affective responses.

He has also conducted studies to understand the psychological effects of narratives, news frames, and news narratives in communicating information on social and health issues. He has used experiments, surveys and other quantitative methods to explore both conceptual and methodological issues in media effects research. His research has appeared in such journals as International Journal of Advertising, Journal of Advertising, Journal of Communication, Journalism & Mass Communication Quarterly, and Mass Communication & Society.

His research and teaching contributions have been recognized with the Deans’ Excellence Awards for Research and the Deans’ Excellence Award for Integrated Scholarship in the College of Communications. He teaches undergraduate classes in advertising as well as a graduate research seminar in strategic communications. He has also taught as a visiting professor at Hong Kong Baptist University and the University of Hawaii at Manoa. He currently serves as an associate editor of Asian Journal of Communication.

Personal web page.


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


Shen, F., Sheer V., & Li, R. (2015). Impact of narratives on persuasion in health communication: A meta-analysis.  Journal of Advertising, 44(2), 105-113.

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.