Shelly Rodgers

Shelly Rodgers
University of Missouri | Mizzou · School of Journalism

Ph.D.

About

82
Publications
102,135
Reads
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3,344
Citations
Citations since 2016
27 Research Items
1842 Citations
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Introduction
Much of my research looks at how to use technology and information to improve people's health. I'm currently working on a National Science Foundation grant-funded project with Dr. Jack Schultz. We are evaluating and conducting research on a science communication training program designed for graduate STEM students.
Additional affiliations
January 2011 - December 2011
American Academy of Advertising
Position
  • Past President
January 2010 - December 2010
American Academy of Advertising
Position
  • CEO
January 2009 - December 2009
American Academy of Advertising
Position
  • President-Elect
Education
August 1997 - May 2000
University of Missouri
Field of study
  • Journalism and Internet Advertising
August 1995 - May 1997
The University of Arizona
Field of study
  • Journalism and Mass Communication
September 1991 - May 1993
University of California, Davis
Field of study
  • Communication

Publications

Publications (82)
Article
Full-text available
Reliability of Google Scholar (GS), Scopus, and Web of Science (WoS) is examined using publications and citations of 186 scholars in 14 U.S. advertising and public relations (ADPR) programs. Career duration is controlled, and an integrated impact (II) index is proposed as a practical solution. Results suggest there are trade-offs between the uncert...
Article
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This study examines early-career scientists' cognition, affect, and behaviors before, during, and after a series of science communication training workshops drawing from the Risk Information Seeking and Processing (RISP) and Theory of Planned Behavior theoretical models. We find correlations between engagement (throughout the training), self-report...
Article
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This article overviews the photovoice method and proposes ways in which photovoice can contribute to theory building in advertising. Although theory building using photovoice has been discussed in prior literature, the method has been ignored in advertising, and no study has connected photovoice to advertising research. This article presents defini...
Article
Research has shown negative product reviews or electronic word-of-mouth (eWOM) negatively influence consumers’ attitudes and behaviors. However, research has paid less attention to consumers’ information processing of negative eWOM in the presence of brands’ public response, or brand feedback. Findings from a between-subjects experiment indicate br...
Article
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The research describes efforts toward developing a valid and reliable scale used to assess science communication training effectiveness (SCTE) undertaken in conjunction with a 4-year project funded by the National Science Foundation. Results suggest that the SCTE scale possesses acceptable psychometric properties, specifically reliability and valid...
Article
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There has been limited attention to cancer narrative public service announcements (CNPSAs) despite their potential to educate and engage consumers. Attributes of “well-told” stories are assumed to lead to narrative success, yet seldom do studies describe the nature of characteristics used in real-world advertisements. A major goal of the research w...
Article
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The need for science communication programs is matched with the need for program evaluation. This case study is an evaluation of the “Decoding Science” program (DSP) [Rodgers et al. (2018). Science Communication, 40(1), 3–32], a science communication training program, and examines key experiential‐learning themes [Kolb, D. A. (1984). Experiential l...
Chapter
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Article
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The authors describe a science communication training called “Decoding Science” and the steps taken to develop and assess program effectiveness. Evaluation is based on a triangulated framework involving feedback from graduate student trainees, faculty trainers, and ordinary citizens who are not specialists in the field. Three cohorts of graduate ST...
Article
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This study examined the effects of brand feedback to negative electronic word of mouth (eWOM) on consumers’ brand trust and purchase intentions, and examined the moderating effect of problem attribution described in the negative eWOM message. Results from a 2 (Brand Feedback: Present/Absent) × 2 (Causal Attribution: Brand/Reviewer) × 2 (Products: L...
Article
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The authors examined the influence of social media involvement on health issues in sexual and gender minorities (SGMs). Demographic and technological characteristics of social media users and nonusers were identified, and the influence of social media involvement on these factors was assessed for its potential to influence health information needs...
Article
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We content analyzed 1,473 newspaper editorials for topic, tone, and slant, and connected the results to community characteristic data: clean indoor air ordinance status for cities, and official smoking rates for counties. The analysis occurred during a multi-year project aimed at prompting communities to adopt clean indoor air policies. The results...
Article
This research adds to our understanding of health and science reporting by identifying and examining the numbers, types, and simultaneous uses of resources selected by health and science journalists and editors at the initial stages of reporting, and relates this to journalists’ perceived health reporting knowledge. A telephone survey of 141 health...
Article
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To answer the call for more systematic surveillance, analysis and evaluation of tobacco news coverage, a 6-year content analysis of newspaper stories from Missouri was conducted to evaluate the presence of public health facts and characteristics of stories framed for or against tobacco control. The method was a content analysis of all Missouri news...
Article
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Newspaper health stories often originate with news releases from health organizations. Tailoring news releases to a particular mass media outlet increases the possibility that the release will result in a published story. This study describes a 2-year effort to promote coverage of health through dissemination of localized health news releases to ne...
Article
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An examination of five leading advertising journals over seventeen years revealed that the number of graduate student authors increased over time. However, there was no increase in the total number of articles with graduate student authors. More than 70 percent of graduate students who authored or co-authored the published research were first, seco...
Article
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An examination of five leading advertising journals over 17 years revealed that the number of graduate student authors increased over time. However, there was no increase in the total number of articles with graduate student authors. More than 70% of graduate students who authored or co-authored the published research were first, second, or sole au...
Article
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This analysis shows general audience newspapers commonly frame public health issues as the responsibility of individuals, while Hispanic newspapers assign more institutional-level blame.
Article
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To demonstrate a theory-based method of identifying consumer insights in online peer-to-peer discussion, the present study analyzed posts from The Biggest Loser League, a weight-management online community, and found a considerable proportion of posts revealing negative attitudes toward food and beverage products, a lack of discussion on healthy fo...
Article
Full-text available
A content analysis of tobacco and tobacco control advertisements that ran in Missouri newspapers during a five-year period showed that the frequent topic was tobacco cessation, followed by messages about politics, health effects and smoking ordinances and restrictions.
Chapter
Message tailoring is the ability to target an individual or group of individuals with a health message based on information known about that individual or group in order to elicit a change in behavior or activity. Marketers and advertisers in the corporate world have used this tactic for decades. They learned that something as simple as including a...
Article
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Ethnic newspapers seek to provide local news not provided by other media, yet few studies have compared local health news in ethnic versus mainstream newspapers. Local health news in ethnic newspapers could decrease health disparities among ethnic communities who are at higher risk for certain chronic illnesses and diseases. Localized story element...
Article
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This study reports the results of two experiments that were conducted to examine the effects of Internet sponsorships and the role of sponsor relevance in these effects. Experiment 1 used a group of college students and Experiment 2 replicated the first experiment using a group of nonstudent adults. Both experiments examined sponsorship linkage as...
Article
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This study explored health-related organizations' use of Twitter in delivering health literacy messages. A content analysis of 571 tweets from health-related organizations revealed that the organizations' tweets were often quoted or retweeted by other Twitter users. Nonprofit organizations and community groups had more tweets about health literacy...
Article
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The purpose of this study is to examine how health organizations use interactive features and social media channels on Facebook to manage their brand for advertising purposes. A content analysis of 1,760 wall comments on health organizations’ Facebook pages reveals that nonprofit health organizations are more active in posting to Facebook than any...
Chapter
The purpose of the chapter is to define health literacy and e-health literacy in the context of online health communities (OHCs). The chapter has three sections. The first section defines and discusses features of OHCs. The second section defines health literacy and e-health literacy, including domains of health literacy, which, as the authors argu...
Conference Paper
For the past five years the Campus-Community Alliances for Smokefree Environments (CASE) project has used a leadership development approach to enact policies that reduce exposure to tobacco use. Seven CASE-assisted Missouri communities have enacted comprehensive smokefree policies and six university campuses have enacted restrictive tobacco use pol...
Article
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This study content analyzed 928 tobacco- and alcohol-related advertisements from a 3-year national sample of Black (n = 24) and general audience (n = 11) newspapers from 24 U.S. cities. The authors compared the frequency of tobacco and alcohol product and control advertising in Black versus general audience newspapers, as well as the presence of 5...
Article
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Health news is a significant source of health information for many Americans, and recent research has explored how health news is produced from the theoretical perspective of agenda building. In addition, work in public health and mass communication has focused on the significance of the health literacy concept as a tool for journalists and as a ru...
Chapter
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With the Internet, even ordinary Web users can conveniently create and disseminate media content. The notion of User-Generated Content (UGC) or Consumer-Generated Content (CGC) captures the user-as-producer feature and refers to content that is not generated or published by professionals on the Internet, unlike traditional media. An important type...
Chapter
The purpose of the chapter is to define health literacy and e-health literacy in the context of online health communities (OHCs). The chapter has three sections. The first section defines and discusses features of OHCs. The second section defines health literacy and e-health literacy, including domains of health literacy, which, as the authors argu...
Chapter
Viral marketing includes a broad range of online word-of-mouth strategies aimed to encourage peer-to-peer communication about a brand. The origination of this tactic dates back to 1996 and has gained increased popularity since then. Unique to viral marketing is its focus on the message (vs the product) and emotional (vs informational) appeals. Vira...
Article
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Two studies were conducted to examine the influence of valence and extremity of consumer product reviews on attitude toward the brand and attitude toward the website. Each experiment was a one factor (valence/extremity: extremely negative, moderately negative, extremely positive) between-subjects design with a control group. Results in both studies...
Article
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This article presents findings from the first study of cancer news coverage in a national sample of Black and general-audience newspapers. We compared 2,439 health news stories from 23 weekly Black newspapers to 2,767 health news stories from a constructed week sample of 12 daily general-audience newspapers, both collected between April 1, 2004, an...
Article
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User satisfaction is essential to the success of any Web site. Satisfaction with electronic environments, or e-satisfaction, drives traffic to Web sites and encourages repeated use of a site. However, the e-satisfaction literature has not been critically examined to assess e-satisfaction scales that currently exist in an effort to determine potenti...
Article
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The Web Motivation Inventory (WMI) is used in internet advertising research, and is frequently used and cited in advertising, marketing and communication literature. Investigations of the robustness of the WMI have been somewhat limited. Additionally, new uses of the internet are not accounted for by the WMI since its publication in 2002. This pape...
Article
Full-text available
The Web Motivation Inventory (WMI) is used in internet advertising research, and is frequently used and cited in advertising, marketing and communication literature. Investigations of the robustness of the WMI have been somewhat limited. Additionally, new uses of the internet are not accounted for by the WMI since its publication in 2002. This pape...
Article
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This research content analyzed the news photographs of a major U.S. daily newspaper to examine the emotional portrayals of individuals in different gender, age, and ethnic subgroups. A multidimensional measure of emotion (pleasure, arousal, dominance) was used. A total of 1,595 individuals were coded. The results demonstrate that emotionality was s...
Article
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The purpose of this research is to contrast a traditional audience segmentation model that uses demographics and health evaluations against a model that uses these same variables plus media usage variables. The goal was to determine whether media usage variables - typically not used in health segmentation studies - add predictive power in determini...
Article
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This study examines psychological responses to e-sponsors and e-newspapers as a function of sponsor congruity. The method is a 3 (sponsor congruity) x 2 (section) x 4 (news story) x 4 (e-newspapers) within-groups experiment. Participants were student and non-student adults. The high congruity condition yielded positive effects for the e-sponsors, w...
Article
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Corporate sponsorship of social causes by tobacco and alcohol industries has increased in recent years, although little is known about the effects of prosocial sponsorship efforts in the context of the Internet. This article presents the results of a study designed to evaluate social cause Internet sponsorship effects in terms of two communication...
Article
Full-text available
The Web Motivation Inventory (WMI) is used in internet advertising research, and is frequently used and cited in advertising, marketing and communication literature. Investigations of the robustness of the WMI have been somewhat limited. Additionally, new uses of the internet are not accounted for by the WMI since its publication in 2002. This pape...
Article
Full-text available
A Website Personality Scale (WPS) was developed and validated through a multi-phase process. We investigated the presence of human and brand personality attributes as well as information characteristics in over one hundred websites. A strong presence of information characteristics was found, verified along dimensions of content quality, access, and...
Article
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The purpose of this research was to examine the effects of a political candidate’s blog-a form of eWOM (electronic Word-of-Mouth)-on attitudes toward the website, attitudes toward the political candidate, and intentions to vote. The results showed that interactivity in the form of a blog significantly influenced attitude toward the website, but not...
Article
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This research investigates the news coverage of male and female reporters at 3 U.S. daily newspapers to determine whether gender differences result in reporting differences. Results of the content analysis revealed reporter differences due to gender for sourcing, story topic, and story tone in that female reporters drew upon a greater diversity of...
Article
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M arketers devote a lot of time, effort, and expense to learn about their target markets. For example, the average cost for a pair of focus groups is about $13,640 (according to software and Web usability consultant Jakob Nielsen), and a single phone survey can take 40 minutes to 60 minutes and costs about $40-$60. A new marketing research method d...
Article
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The Web Motivation Inventory (WMI) is used in academic research and is cited in the academic Internet advertising literature. To date, the scale has only been tested on U.S. consumers. This research replicates the WMI using consumers from the United States, United Kingdom, Australia, and South Korea. Our findings revealed the same four-factor struc...
Article
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This study examines the psychosocial benefits of Internet community group participation for women with breast cancer. A longitudinal content analysis of more than 33,200 postings from an online breast cancer bulletin board, and thematic analysis of the “life stories” of 100 women randomly selected from the bulletin board, was conducted. Psychosocia...
Article
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This study uses a feminist framework of masculine cultural hegemony to examine the representation of women in two newspapers—a medium-sized newspaper (Study 1) and a larger newspaper (Study 2). Surveys gauged news staff and news reader perceptions of female representation in news content to determine if perceptions matched content-analysis findings...
Article
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Thirteen daily U.S. newspapers decreased the number of house ads between 2000 and 2003, while improving the number and types of structural features used to cross promote the e-newspapers.
Article
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Findings reveal that sponsors may benefit more from advertisements at the beginning or middle of news content, depending on their marketing goals.
Article
This research investigates the news coverage of male and female reporters at 3 U.S. daily newspapers to determine whether gender differences result in reporting differences. Results of the content analysis revealed reporter differences due to gender for sourcing, story topic, and story tone in that female reporters drew upon a greater diversity of...
Article
Full-text available
The authors consider the role of gender as it relates to e-commerce and offer a conceptual framework that attempts to explain why women are less satisfied than men with the online shopping experience. Perceived emotional benefits are discussed as a primary reason women lack support for e-commerce activity. Additional concepts in our model include t...
Article
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This article describes the development of a measure to assess four primary motives for using the internet-researching, communicating, surfing, and shopping. The 12-item Web Motivation Inventory (WMI) was initially developed using a sample of 408 college students. The WMI factor structure was then replicated using 112 nonstudent adults. The predicti...
Article
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In the last few years, the use and relative effectiveness of internet advertising has been the focus of research attention in the advertising and marketing literatures. However, few studies to date have examined these issues from the practitioners' viewpoint. This study reports the results of an online survey of top executives in advertising, marke...
Article
Full-text available
Two, one-factor, within-subjects experiments were conducted to examine the role of Internet motives on responses to four types of banners (communicate, research, shop, and surf). Participants were each exposed to a total of 12 ads, or 3 different ads for each banner type. There were three dependent variables - attitude toward the ad, ability to per...
Article
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The authors examine how crime and violence is reported and framed by the Los Angeles Times. Using a public health perspective, we examine whether health-oriented variables, such as causal factors and societal effects of crimes, are present in crime news stories. The classic stereotyping of crime and violence framing is strongly present in the Times...