Michelle Nelson

Michelle Nelson

Professor of Marketing

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Educational Background

  • Ph.D., Communications, University of Illinois at Urbana-Champaign, 1997

Positions Held

  • Professor of Marketing, Business Administration, University of Illinois, 2018 to present
  • Professor of Advertising, Advertising, University of Illinois, 2017 to present
  • Associate Professor of Advertising, Advertising, University of Illinois, 2006-2017

Recent Publications

  • Shen, J., Wang, Y., Chen, B., Nelson, M., & Yao, M. (2020). Using virtual reality to promote the university brand: When do telepresence and system immersion matter? Journal of Marketing Communications, Taylor & Francis, 26 (4), 362--393.
  • Nelson, M., & Mitchell, T. (2018). Brand Placement in Emotional Scenes: Excitation Transfer or Direct Affect Transfer? Journal of Current Issues and Research in Advertising, 1-14.
  • Nelson, M. (2018). Research on Children and Advertising Then and Now: Challenges and Opportunities for Future Research. Journal of Advertising, 47 (4), 301-308.

Other Publications


  • Nelson, M., & Vilela, A. (2017). Exploring the interactive effects of brand use and gender on cause-related marketing over time. International Journal of Nonprofit and Voluntary Sector Marketing, 22 (3).
  • Nelson, M., Atkinson, L., Rademacher, M., & Ahn, R. (2017). How Media and Family Build Children's Persuasion Knowledge. Journal of Current Issues and Research in Advertising, 38 (2), 165-183.
  • Nelson, M., Ahn, R., & Ham, C. (2017). Knowledge Flows Between Advertising and Other Disciplines: A Social Exchange Perspective. Journal of Advertising, 45 (2), 309-332.
  • Nelson, M., & Kehr, D. (2016). Food-Focused Advertising Literacy Can Increase Nutrition Knowledge in Elementary School Students. Journal of Nutrition Education and Behavior, 48 (10), 749-751.
  • Nelson, M., & Ham, C. (2016). The role of persuasion knowledge, assessment of benefit and harm, and third-person perception in coping with online behavioral advertising. Computers in Human Behavior, 62 689-702.
  • Nelson, M., & Zhang, J. (2016). The Effects of Vertical Individualism on Status Consumer Orientations and Behaviors. Psychology & Marketing, 33 (5), 318-330.
  • Nelson, M., Ham, C., & Yoon, G. (2016). The interplay of persuasion inference and flow experience in an entertaining food advergame. Journal of Consumer Behaviour, 15 (3), 239-250.
  • Nelson, M. (2016). Developing Persuasion Knowledge by Teaching Advertising Literacy in Primary School. Journal of Advertising, 45 (2), 169-182.
  • Nelson, M., & Vilela, A. (2016). Testing the Selectivity Hypothesis in cause-related marketing among Generation Y: [When] Does gender matter for short-and long-term persuasion? Journal of Marketing Communications, 22 (1), 18-35.
  • Nelson, M., & Park, J. (2015). Publicity as Covert Marketing? The Role of Persuasion Knowledge and Ethical Perceptions on Beliefs and Credibility in a Video News Release Story. Journal of Business Ethics, 130 (2), 327-341.
  • Nelson, M., Vilela, A., & Deshpande, S. (2015). Exploring first-versus third-person perceptions of product placement influence on consumption and fashion in India. Journal of Global Fashion Marketing, 6 (2), 103-119.
  • Nelson, M., & Ahn, R. (2015). Observations of food consumption in a daycare setting. Young Consumers, 16 (4), 420-437.
  • Nelson, M., & Ham, C. (2015). How to measure persuasion knowledge. International Journal of Advertising, 34 (1), 17-53.
  • Nelson, M., Ahn, R., & Duff, B. (2015). Visual perceptions of snack packages among preschool children. Young Consumers, 16 (4), 385-406.
  • Nelson, M., Atkinson, L., & Rademacher, M. (2015). A Humanistic approach to understanding child consumer socialization in US homes. Journal of Children and Media, 9 (1), 95-112.
  • Nelson, M., Zhu, X., Li, Y., Fiese, B., & Koester, B. (2015). Get Real: How Current Behavior Influences Perceptions of Realism and Behavioral Intent for Public Service Announcements. Health Communication, 30 (7), 669-679.
  • Nelson, M., & Wang, Z. (2014). Tablet as human: How intensity and stability of the user-tablet relationship influences users' impression formation of tablet computers. Computers in Human Behavior, 37 81-93.
  • Nelson, M., Waiguny, M., & Terlutter, R. (2014). The Relationship of Persuasion Knowledge, Identification of Commercial Intent and Persuasion Outcomes in Advergames-the Role of Media Context and Presence. Journal of Consumer Policy, 37 (2), 257-277.

Conference Proceedings

  • Nelson, M., & et al., ,. (2018). American Academy of Advertising. Conference. Proceedings (Online); Lubbock. American Academy of Advertising Conference.
  • Wang, Y., Shen, J., Yang, R., Chen, B., Yao, M., & Nelson, M. (2018). DOES DEVICE MATTER IN VR ADVERTISING? PERCEPTION AND MEMORY OF VIRTUAL REALITY BRANDED CONTENT. American Academy of Advertising. Conference. Proceedings (Online) ( pp. 50--50).