Fei Xue, Ph.D.

Associate Professor, School of Mass Communication and Journalism

I teach undergraduate and graduate courses in advertising, mass communication theories, and content analysis. My research specialties are advertising and consumer studies, international advertising, social effects of advertising, and, recently, new communication technologies.

Xue, Fei and Sidharth Muralidharan (2014, in press), “Effects of Verbal Environmental Claims and Green Visuals in Advertising and the Moderating Role of Product Involvement,” Journal of Promotion Management.

Xue, Fei (2013). “It Looks Green – Effects of Green Visuals in Advertising on Chinese Consumers’ Brand Perception,” Journal of International Consumer Marketing.

Xue, Fei and Joseph E. Phelps (2013), “Self-Concept, Product Involvement and Responses to Self-Congruent Advertising,” Journal of Current Issues and Research in Advertising, 34(2), 1-20.

Xue, Fei and Peiqin Zhou (2012), “Greener on the other side? – A comparative content analysis of environmental claims in magazine advertisements in China and the United States,” Journal of Magazine & New Media Research, 13(2), 1-18.

Xue, Fei (2011), “Advertising Communication Styles in Eastern Asia,” In Alozie Emmanuel (Eds), Advertising in Developing and Emerging Countries: The Economic, Political and Social Context (pp. 155-166), Gower Publishing.

Xue, Fei and Peiqin Zhou (2011), “The Moderating Effects of Personal Variables on Chinese Consumers’ Responses toward Online Word-of-Mouth,” Journal of International Consumer Marketing, 23(1), 45-58.

Zhou, Peiqin and Fei Xue (2010), “The ‘Grey Zone’ in Green Advertising – Environmental Claims in Chinese Advertising” (“绿色”广告的“灰色”地带——广告的环保诉求内容分析),Journalism & Communication (新闻与传播研究), January (1), 100-108.

Xue, Fei and Marilyn Ellzey (2009). “What Do Couples Do? – A Content Analysis of Couple Images in Consumer Magazine Advertising,” Journal of Magazine and New Media Research, 10(2), 1-17.

Xue, Fei and Peiqin Zhou (2009). “Olympics Green Goes on? – A Content Analysis of Environmental Claims in Chinese and American Magazine Advertising,” Proceedings of the American Academy of Advertising Asia-Pacific Conference & International Symposium of Advertising Development and Education, Beijing, China.

Zhou, Shuhua, Peiqin Zhou, and Fei Xue (2008), “Effects of Advertising Images on Social Comparison: Do Societies Matter?” Chinese Media Research, 4(1), 1-7.

Xue, Fei (2008), “The Moderating Effects of Product Involvement on Situational Brand Choice,” Journal of Consumer Marketing, 25 (2), 85-94.

Xue, Fei (2006), “Journalism and Society Go Hand-in-Hand,” In Xin Zhong and Shuhua Zhou (Eds), Continuity and Change: Perspectives on Journalism & Communication Education (39-49, 91-101), Chinese Communication University Press.

Zhou, Shuhua; Peiqin Zhou, and Fei Xue (2005), “Visual Differences in U.S. and Chinese TV Commercials,” Journal of Advertising, 34(1), 111-119.

Reichert, Tom; Ignatius Fosu, & Fei Xue (2004), “Explaining Responses to Sex in Advertising: Personality Variables and Sexy Commercials,” In Peter Neijens, Constanze Hess, Bas van den Putte & Edith Smit (Eds), Content, and Media Factors in Advertising (pp. 91-99), Amsterdam, Netherlands: Het Spinhuis Publishers.

Xue, Fei and Joseph E. Phelps (2004), “Internet-Facilitated Consumer-to-Consumer Communication: The Moderating Role of Receiver Characteristics,” International Journal of Internet Marketing and Advertising, 1, 121-136.

McElroy, Melissa; Barry Smith, Fei Xue and Moonhee Yang (2003), “Medium, Involvement and Social Contract: A Study of Direct Marketing,” Proceedings of the American Academy of Advertising Conference, Denver, CO, USA.

Zhou, Shuhua, Fei Xue, and Peiqin Zhou (2002), “Self-Esteem, Life-Satisfaction and Materialism: Effects of Advertising Images on Chinese College Students,” Advances in International Marketing, 12, 243-261.