Terry Daugherty, Ph.D.

Terry Daugherty, Ph.D.

Title: Associate Professor of Marketing, Associate Director of Suarez Applied Marketing Research Laboratories
Department: Department of Marketing
Office: POL 566B
Phone: (330) 972-8304
Email: terry.daugherty@uakron.edu


Education:

  • Ph.D., Mass Media, 2001
    Concentrations in Consumer Behavior & Interactive Media
    Michigan State University
  • M.A., Advertising & Public Relations, 1999
    University of Alabama
  • B.A., Advertising, 1995
    Western Kentucky University

Biography

Professional & Academic Experience:

Academic Experience

  • Assistant Professor, 2009 - present
    Department of Marketing, The University of Akron
  • Assistant Professor & Director of Media Research Lab, 2003 – 2009
    Department of Advertising & Public Relations, University of Texas at Austin
  • eLab Postdoctoral Fellow in Marketing, 2001 – 2002
    Owen Graduate School of Management, Vanderbilt University
  • Graduate Assistant, 1997 – 2001
    Department of Advertising & M.I.N.D. Lab, Michigan State University

Teaching Experience

  • eMarketing Strategy, University of Akron (graduate)
  • Marketing Concepts, University of Akron (graduate)
  • Multi-Channel Marketing, University of Akron (undergraduate)
  • Media Management, University of Texas (graduate)
  • Integrated Communications Management, University of Texas (graduate)
  • Research Methods, University of Texas & Michigan State University (undergraduate)
  • Integrated Marketing Communications, Vanderbilt University (graduate - MBA)
  • Ecommerce Project Management, Vanderbilt University (graduate - MBA)
  • Advertising Media Planning, UT & MSU (undergraduate)
  • Advertising Campaigns, Michigan State University (undergraduate)
  • Consumer Behavior, Michigan State University (undergraduate)
  • Principles of Advertising, Michigan State University (undergraduate)
  • Media Management, University of Texas (graduate)
  • Media Research and Consumer Insights, University of Texas (undergraduate & graduate)
  • Mass Media & Society, University of Texas (undergraduate)

Teaching Interests:

  • Consumer Psychology, Interactive Marketing, Brand Strategy, Research Methods, Integrated Marketing Communications, & Media Management

Research Interests:

  • My research is focused on exploring how strategic, social and technological issues involving the mass media impact consumer behavior. Through traditional consumer psychology and persuasion frameworks, my work theorizes and empirically tests how individual characteristics (i.e., personality, experience, motivation) and media elements (i.e., interactivity, control, exposure) converge to effect both cognitive and behavioral outcomes (i.e., brand attitude, knowledge, purchase, etc.).


Research Accomplishments

Recent Publications

  • Harsha Gangadharbatla and Terry Daugherty, “Advertising Versus Product Placements: How Consumers Assess the Value of Each,” Journal of Current Issues and Research in Advertising, 2013, Vol. 34, No. 1, pp. 21 – 38.
  • Terry Daugherty and Ernest Hoffman, “eWOM and the Importance of Capturing Consumer Attention within Social Media, Journal of Marketing Communications, 2014, Vol. 20, Nos. 1-2, pp. 82 – 102.
  • Ernest Hoffman and Terry Daugherty, “Attention to Structural Elements of eWOM in Social Media,” in Advances in Consumer Research, 41, Simona Botti and Aparna Labro (eds.), Association for Consumer Research: Duluth, MN, In press.
  • Daugherty Terry, Matthew S. Eastin, Laura Bright and Shu-Chuan Chu. "Expectancy-Value: Identifying Relationships Associated with Creating User-Generated Content". Handbook of Research on Digital Media and Advertising, 1, 146 - 160, (2010).
  • Daugherty Terry, Harsha Gangadharbatla and Laura Bright. "Telepresence and Persuasion". Presence and Popular Media: Understanding media users’ everyday experiences, 1, Cheryl Campanella Bracken and Paul Skalski, 113-136, (2010).
  • Zhang, Jie and Terry Daugherty. "Third-person effect comparison between US and Chinese social networking website users: Implications for online marketing and word-of-mouth communication". International Journal of Electronic Marketing and Retailing, 3(3), 293-315.
  • Eastin, Matthew S., Terry Daugherty and Neal M. Burns (editors). (forthcoming). "Handbook of Research on Digital Media and Advertising". IGI-Global: Hershey, PA.
  • Jie Zhang and Terry Daugherty (in press). "A Comparison of Third-Person Perception between United States of America and People's Republic of China in Online Social Networking Environment: Implications for Viral Marketing and Word-of-Mouth Brand". International Journal of Electronic Marketing and Retailing.
  • Daugherty, Terry, Harsha Gangadharbatla and Laura Bright (in press). "Presence and Persuasion. In Presence and Popular Media: Understanding media users’ everyday experiences". Cheryl Campanella Bracken and Paul Skalski (eds.), Lawrence Erlbaum.
  • Jeandrain, Anne-Cécile and Terry Daugherty (in press). "Presence and Marketing: An Obvious Collaboration? State of the Art and Future Research". In Handbook of Presence Research, Frank Biocca, Jonathan Freeman, and Wijnand Ijsselsteijn (eds.), Omnipress.
  • Daugherty, Terry (2009). "Need for Cognition: Understanding the Influence of Individual Differences on Virtual Product Experiences". International Journal of Internet Marketing & Advertising, 5(4), 272 – 286.
  • Jie Zhang and Terry Daugherty (2009). "Third-Person Effect and Online Social Networking: Implications for Viral Marketing, Word-of-Mouth Brand Communications, and Consumer Behavior in User-Generated Context". American Journal of Business, 24(2), 53 – 63.
  • Daugherty, Terry, Harsha Gangadharbatla, and Matthew S. Eastin (2009). "Impact of Internet Self-Efficacy on e-Service Brands". In Contemporary Research in eBranding, Subir Bandyopadhyay (ed.), IGI-Global: Hershey, PA.
  • Daugherty, Terry, Hairong Li and Frank Biocca (2008). "Consumer Learning and the Effects of Virtual Experience Relative to Indirect and Direct Product Experience". Psychology & Marketing, 25(7), 568 – 586.
  • Daugherty, Terry, Matthew S. Eastin, and Laura Bright (2008). "Exploring Consumer Motivations for Creating User-Generated Content". Journal of Interactive Advertising, 8(2) http://www.jiad.org/.
  • Daugherty, Terry, Wei-Na Lee, Harsha Gangadharbatla, Kihan Kim and Southaly Outhavong (2005). "Organizational Virtual Communities: Exploring Motivations Behind Online Panel Participation". Journal of Computer-Mediated Communication, 10(4), http://jcmc.indiana.edu/.
  • Daugherty, Terry, Hairong Li and Frank Biocca (2005). "Experiential Ecommerce: A Summary of Research Investigating the Impact of Virtual Experience on Consumer Learning". Online Consumer Psychology: Understanding and Influencing Consumer Behavior in the Virtual World, Curt Haugtvedt, Karen Machleit and Richard Yalch (eds.), Lawrence Erlbaum Associates, 457 – 491.
  • Daugherty, Terry, Matthew S. Eastin and Harsha Gangadharbatla (2005). "eCRM: Understanding Internet Confidence and the Implications on Customer Relationship Management". Advances in Electronic Marketing. Irvine Clarke and Theresa B. Flaherty (eds.), Idea Group Publishing, 67 – 82.
  • Li, Hairong, Terry Daugherty and Frank Biocca (2004). "Impact of 3-D Advertising". Advertising, Promotion and the New Media, Marla R. Stafford and Ronald J. Faber (eds.), M. E. Sharpe, Inc., 148 – 174.
  • Roznowski, JoAnn, Bonnie Reece and Terry Daugherty (2004). "Perceptions of IMC Education Among Practitioners". Journal of Advertising Education, 8(1), 48 – 55.
  • Li, Hairong, Terry Daugherty and Frank Biocca (2003). "The Role of Virtual Experience in Consumer Learning". Journal of Consumer Psychology, 13(4), 395 – 405.
  • Li, Hairong, Terry Daugherty and Frank Biocca (2002). "Impact of 3-D Advertising on Product Knowledge, Brand Attitude, and Purchase Intention: The Mediating Role of Presence". Journal of Advertising, 31(3), 43 – 58.
  • Daugherty, Terry and Bonnie Reece (2002). "The Adoption of Persuasive Internet Communication in Advertising and Public Relations Curricula". Journal of Interactive Advertising, 3(1), http://www.jiad.org/.
  • Li, Hairong, Terry Daugherty and Frank Biocca (2001). "Characteristics of Virtual Experience in E-commerce: A Protocol Analysis". Journal of Interactive Marketing, 15(3), 13 – 30.

Edited Journals

  • Lee, Wei-Na and Terry Daugherty (2006). "Editors’ Note: Special Issue on Cross-Cultural Issues in eAdvertising (Guest Editors)". International Journal of Internet Marketing & Advertising, 3(4), 105 – 106.
  • Daugherty, Terry (2004). "Editor’s Note: Special Issue on Gaming and Its Relationship with Interactive Advertising, Marketing and Communication (Guest Editor)". Journal of Interactive Advertising, 5(1), http://www.jiad.org/.

Recent Presentations

  • Jie Zhang and Terry Daugherty (2009). Chinese Users‚ Third-Person Perception of Online Social Networking and Their Behavioral Intent. American Academy of Advertising Asian – Pacific Conference, Beijing, China, May 27 – 30.
  • Yim, Yi-Cheon and Terry Daugherty (2009). Delivering Stereoscopic 3-D Technology to Advertising: An Exploratory Study. American Academy of Advertising Conference, Cincinnati, Ohio, March 26 – 29.
  • Jie Zhang and Terry Daugherty (2009). A Cross-Cultural Examination of Third-Person Effect and Online Social Networking: Implications for Viral Marketing, Word-of-Mouth Brand Communications, and Consumer Behavior in User-Generated Media. American Marketing Association Winter Educators’ Conference, Tampa, FL, February 20 – 23.
  • Jie Zhang and Terry Daugherty (2009). Third-Person Effect and Social Networking Websites: Examining the Role of Web 2.0 Technologies in Marketing. American Marketing Association Winter Educators’ Conference, Tampa, FL, February 20 – 23.
  • Yim, Yi-Cheon and Terry Daugherty (2008). Consumer Responses to Stereoscopic 3-D as an Advertising Tool: An Exploratory Study. Will be presented at the Association for Education in Journalism and Mass Communication Conference, Chicago, IL, August 6 – 9.
  • Bright, Laura, Matthew S. Eastin, Terry Daugherty, and Harsha Gangadharbatla (2008). The Psychology of Consumer Control Contextualized Within DVR Technologies. International Communication Association Conference in Montreal, Quebec, Canada, May 22 – 26.
  • Daugherty, Terry, Kelty Logan, Shu-Chuan Chu and Szu-Chi Huang (2008). Understanding Consumer Perceptions of Advertising. American Academy of Advertising Conference, San Mateo, CA, March 27 – 30.
  • Bright, Laura, Terry Daugherty and Matthew S. Eastin (2008). Attitudes Toward User-Generated Content. American Marketing Association Winter Educators’ Conference, Austin, TX, February 15 – 18.
  • Eastin, Matthew S., Terry Daugherty, Galit Marmor-Lavie, Sonny Rosenthal (2008). Consumer Control and the Psychology of DVR Use. American Marketing Association Winter Educators’ Conference, Austin, TX, February 15 – 18.
  • Daugherty, Terry, Harsha Gangadharbatla, Yeo Jung Kim and Kelty Logan (2007). Assessing the Value of Product Placement from the Consumer’s Perspective. American Academy of Advertising Conference, Burlington, VT, April 12 – 15.
  • Daugherty, Terry, Harsha Gangadharbatla and Kihan Kim (2005). Polychronic Media Consumption: Exploring Attitudes Toward Simultaneous Media Use. American Academy of Advertising Conference, Houston, TX, March 31 – April 3.
  • Daugherty, Terry and Harsha Gangadharbatla (2005). A Comparison of Consumers' Responses to Traditional Advertising and Product Placement Strategies: Implications for Advertisers. American Marketing Association Winter Educators’ Conference, San Antonio, TX, February 11 – 14.
  • Daugherty, Terry, Matthew S. Eastin and Harsha Gangadharbatla (2004). The Effect of Internet Confidence on Web-based Data Collection and CRM. American Marketing Association Summer Educators’ Conference, Boston, MA, August 6 – 9.
  • Kihan, Kim and Terry Daugherty (2004). Effects of 3-D Visualization on Persuasion in Online Shopping Sites: A Moderating Role of Product Knowledge. Association for Consumer Research Asia-Pacific Conference, May 13 – 15.
  • Daugherty, Terry (2004). Interactivity in Interactive Media and the Illusion of Presence. American Academy of Advertising Conference, Baton Rouge, LA, March 25 – 28.
  • Linden Dalecki and Terry Daugherty (2004). Brand Name Deployment: Initiating Relationships Through Attentive Processing in Music Lyrics. Niche Lifestyles and Branding Conference, Washington, DC, February 23 – 24.
  • Daugherty, Terry, Hairong Li and Frank Biocca (2003). E-Branding: The Influence of Compelling Virtual Product Experiences on Brand Attitude. Branding & Rebranding Conference, Austin, TX, May 7 – 8.
  • Matthew S. Eastin and Terry Daugherty (2003). The Impact of Consumer Self-Efficacy on Brand Attitude and Adoption of e-Services. Branding & Rebranding Conference, Austin, TX, May 7 – 8.