Assistant Professor of Advertising
Education
- Ph.D., University of Connecticut (Communication)
- M.A., University of Connecticut (Communication)
- B.A., Tuskegee University (Communication)
- A.A., The Honors College at Miami Dade College (Mass Communication)
Affiliations
- Assistant Professor of Advertising
- Faculty, 51吃瓜
Course Specialties
- Consumer Insights
Background
Louvins earned his graduate degrees from the University of Connecticut after first receiving his bachelor鈥檚 and associate鈥檚 from Tuskegee University and Miami Dade College, respectively. So far his research has appeared in Journal of Current Issues & Research in Advertising, Journal of Marketing Communications, Journal of Promotion Management, and The Journal of Social Media in Society. Louvins is also a frequent ad hoc reviewer for the International Journal of Advertising and Journal of Interactive Advertising. As an educator, he has taught courses on a wide range of topics, including consumer insights, advertising fundamentals, principles of public relations, public relations writing, communication theory, media literacy, intercultural communication, and public speaking.
Research and Creative Endeavor
Louvins鈥� scholarship focuses on advancing theory and providing implications for practitioners. His research examines how brands, through advertising, influence consumer perceptions and decision-making. He applies advertising, marketing, and consumer psychology theories to understand consumer behavior and inform marketing strategies in various contexts such as purpose advertising, social media, and digital marketing.
Overall, Louvins鈥� areas of expertise are 1) how aspects of consumers鈥� identity and identification with brands or advertising spokespersons factor into their brand and advertising evaluations, and 2) how consumers鈥� knowledge of persuasion tactics influences their processing of advertising information and brand perceptions.
Theoretically, Louvins鈥� studies are often, although not exclusively, informed by social identity theory, persuasion knowledge model, dual processing models, and narrative transportation theory. Methodologically, he is most familiar with experiments, surveys, and corresponding quantitative data analysis techniques.
Louvins鈥� ongoing research projects are broadly investigating how the evolving nature of digital media and emerging technology (e.g., artificial intelligence) can be leveraged to help organizations better resonate with consumers鈥� sense of identity and knowledge structures to produce favorable consumer attitudinal perceptions and decision-making.
