Professor Terry Daugherty Joins Department of Advertising

Terry Daugherty recently joined the faculty of the University of Texas Department of Advertising as an Assistant Professor and is conducting undergraduate and graduate courses in Media Management this semester. Terry earned a B.S. in Advertising from Western Kentucky University in 1995, a M.A. in Advertising and Public Relations from the University of Alabama in 1999, and a Ph.D. in Mass Media (Advertising) from Michigan State University in 2001. His academic experience includes serving as both a Research Assistant and Instructor in the Department of Advertising at Michigan State University, and most recently a Postdoctoral Fellow in Marketing at the Owen Graduate School of Management at Vanderbilt University from. Terry has worked professionally in advertising and event marketing.

Terry states that his teaching philosophy is "centralized around the belief that fostering critical thinking and problem-solving skills serves as the foundation of knowledge." In the classroom, he tries to actively involve students through engaging discussions, challenging assignments, and dynamic lectures. He feels that the learning process is always ongoing and interaction allows new things to be learned.

Terry's research interests include investigating the effects of compelling virtual experiences (presence, mental imagery and virtual environments); consumer behavior (persuasion, consumer learning and information processing); and strategic media management (integrated marketing communications). The research he has undertaken focuses on investigating the impact of creating compelling interactive experiences on consumer behavior. His research goals at UT are "to continue investigating the psychological processes underlying consumer behavior that serve to enhance consumer experiences with respect to technology and advertising." Ultimately, he would like to direct a lab to research consumer behavior and interactive media.

Terry's interest in interactive media is not unfounded. With a huge population of internet users and over $8 billion in advertising revenue resulting from interactive media, the internet has become a viable marketplace. Terry's research experience in interactive media includes working for eLab at Vanderbilt University, which has been named the "one of the premiere research centers in the world for the study of electronic commerce" by the New York Times. At eLab, he was part of the marketing faculty exploring "the effects of product visualization on information processing, the perceptual influence of 3D representations of products and the impact of virtual sales agents in computer-mediated environments."

Terry has presented his research at numerous advertising and marketing conferences with his most recent work appearing or forthcoming in the Journal of Advertising, Journal of Consumer Psychology, Journal of Interactive Advertising, Journal of Advertising Education, and the Journal of Interactive Marketing.

3/20/2003