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College of Information and Communications

Faculty and Staff

Taylor Wen, Ph.D.

Title: Associate Professor
Department: School of Journalism and Mass Communications
College of Information and Communications
Phone: 803-777-3312
College of Information and Communications
800 Sumter Street, Room 331
Columbia, SC 29208


B.A., Chinese Literature, Sun Yat-Sen University (China)
M.S., Mass Communication, Iowa State University
Ph.D., Mass Communication, University of Florida


Dr. Taylor Wen conducts research in consumer psychology and media effects in the context of marketing, health, and risk communications with a special focus on the construct of emotions. Her research identifies multiple aspects of the construct of emotions, including mixed emotions, context- and ad-induced emotions, multiple dimensions of emotions — valence, arousal, and dominance, and psychophysiological measurement of emotions — eye-tracking and fMRI. Her work has appeared in journals including Journal of Current Issues and Research in Advertising, Journal of Interactive Advertising, Health Marketing Quarterly, Journal of Medical Marketing, among others.

Funded Research

Wen received a dissertation grant from American Academy of Advertising for her examination of emotional messages in risk communication.


Wen teaches undergraduate courses in advertising. She develops data-driven advertising courses to emphasize hands-on experience, facilitate critical thinking and experiential learning, and connect students with the local community.

Recent Publications

Wen, J.T., & Wu, L. (Forthcoming). Communicating ALS to the public: The message effectiveness of social-media-based health campaign. Health Marketing Quarterly, 36(1).

Bashir, A., Wen, J.T., Kim, E., & Morris, J.D. (Forthcoming). The role of consumer affect on visual social networking sites: How consumers build brand relationships. Journal of Current Issues and Research in Advertising.

Wen, J.T., Sar, S., & Anghelcev, G. (2017). The interaction effects of mood and ad appeals on type of elaboration and advertising effectiveness. Journal of Current Issues and Research in Advertising, 38(1), 1-13.

Wen, J.T., & Song, B. (2017). Corporate ethical branding on YouTube: CSR communication strategies and brand anthropomorphism. Journal of Interactive Advertising, 17(1), 28-40.

Li, J-Y., & Wen, J.T. (2017). Motivations behind donations for health-related organizations: Threat appraisal and coping appraisal, the case of the ALS ice bucket challenge. Health Marketing Quarterly, 34(3), 217-231.

Wen, J.T. (2017). An incongruent picture of direct-to-consumer advertising of genetic tests: Qualitative framing analysis on newspapers and company’s press releases. Journal of Medical Marketing, DOI:


Executive Committee, Advertising Division, Association for Education in Journalism and Mass Communication (AEJMC)

Reviewers for academic journals including International Journal of Advertising, and International Journal of Strategic Communication

Challenge the conventional. Create the exceptional. No Limits.