Olaf Werder, Ph.D.
Ph.D., University of Florida, 2002  Office: Room 230, 505-277-2199	Assistant Professor Mass Communication

Research:

The key focus of my research interests comprises the social influence of advertising and mass communication on what people do, say and believe. In other words, it is the search for cultural and social patterns as they relate to attitudes and behavior in social marketing communication. I am primarily interested in those patterns connected to health communication (public goods theories) and ethnic advertising methods.

I am currently involved with three main projects: (1) a federally-funded research project with professors in nutrition from OSU and ASU developing a social marketing campaign related to food safety among Spanish-speaking Hispanics; (2) an analysis of the effectiveness of obesity prevention campaigns/health interventions among various countries, and (3) a campus-funded research project to examine the effects of fear appeal messages in mass media on the multidimensional structure of arousal, attitude, and behavioral intention of consumers.

Sample Publications:

• Werder, O. (2006) Influences on the recycling behavior of young adults: Avenues for social marketing campaigns. Environmental Communication Yearbook 3, 77-96.
  [ http://www.erlbaum.com/ecy.htm ]

• Werder, O. (2006). Brewing romance: The romantic fantasy theme of the Taster's Choice advertising campaign. In: Mary-Lou Galician & Debra Merskin (Eds.), Critical thinking about sex, love and romance in the mass media: Media literacy applications. Mahwah, NJ: Lawrence Erlbaum (In print).

• Werder, O. (2005). Culture and corporate communication: The influence of values on media perceptions and reporting style of Coca-Cola's reaction to the 1999 poison crisis in Europe. In: M. Hinner (Ed.), Introduction to Business Communication, (Vol. 1, 323-338). Frankfurt, Germany: P. Lang. [ http://www.peterlang.com/ ]

• Werder, O., & Roberts, M. (2005). Generation Y's consumer ethnocentrism: Implications for advertisers in a post September 11 th world, Proceedings of the 2005 Annual Meeting of the American Academy of Advertising, 2005, pp. 87-94.
  [ http://advertising.utexas.edu/AAA/ ]

• Werder, O. & Pérez, F. (2005). The Hispanic consumer market: A consumer behavior model approach. IMC Review - Journal of Integrated Marketing Communications, 4(1) , 20-26.

• Werder, O. (2004). "Niche" and Specialty Media Markets (Chapter 9). In M. Azarro (Ed.), Strategic Media Decisions, (pp. 251-272). Chicago, IL: The Copy Workshop. [ Copyworkshop-MediaBuzz ]

• Werder, O. (2004). 'Truth' and consequences: A review of three successful state tobacco control programs. In C. Gardner, J. Biberman, & A. Alkhafaji (Eds.), Business Research Yearbook: Global Business Perspectives, (Vol. 11, pp. 459-463). Saline, MI: McNaughton & Gunn [ Business Research Yearbook ]

• Werder, O. (2002). Debating the Euro - Media Agenda Setting in a Cross-National Environment. Gazette - The International Journal for Communication Studies, 64(3), 219-233 [ Gazette/Vol64/Issue3/ ]

• Werder, O., & Golan, G. (2002). Sharon wins: News Coverage and Framing of the 2001 Israeli Prime Minister Election in Ten Western Print Media. Global Media Journal, 1(1) , 12-19. [ Global Media Journal 02 - TOC ]

Methods: Triangulation of quantitative and qualitative methods. Knowledge about an area of interest seems to be gained better when looking at methods as a means and not as a dogma.