Vita 

Professor Shrum's curriculum vitae is available as a Word file

Research Interests

Cognitive Processes Underlying Media Effects; Consumer Information Processing; Antecedents and Consequences of Materialism; Psycholinguistic Characteristics of Brand Names; Cross-Cultural Psychology; Impulsive Consumption and Self-Regulation

· Investigating the role of psycholinguistic characteristics in the interpretation of brand names. One of the aspects of words that has been shown to have an effect on interpretations of those words is phonetic symbolism. Phonetic symbolism refers to the ability of phonemes (the fundamental building blocks of language) to convey information on their own. This project investigates the implications of this notion for the perceptions of and preference for brand names. We are currently conducting lab experiments to determine the nature of the processes underlying these effects. We have also conducted experiments to determine whether these effects generalize to bilinguals in English and another language, and have collected these data from participants in France, Taiwan, and the U.S. [with Tina M. Lowrey (UTSA), David Luna (Baruch University), and Dawn Lerman (Fordham University)]

· Investigating the relation between self-construal and impulsive consumption. This project investigates whether self-construal at both the individual and societal level influences impulsive consumption. Data across several studies show that manipulated self-construal (individual level) influences attitudes toward performing impulsive behaviors (e.g., drinking beer) and that this relation is mediated by state impulsiveness. Other data at the country level show that societal level self-construal (measured as individualism/collectivism) is related to per capita beer consumption, both across cultures and within cultures (e.g., the U.S.). We are also conducting follow-up studies that look at the relation between self-construal and self-regulatory resources, the implications of the relation between self-construal and impulsive consumption for advertising effects, and the development of a shortened version of a self-construal scale. [with Yinlong (Allen) Zhang (UTSA), Jaehoon Lee (UTSA), and Ashley Arsena (UTSA]

· Investigating the relation between culture and socially desirable responding. This project investigates whether cultural constructs (e.g., individualism--collectivism) are related to socially desirable responding. Previous research has shown that both individualists and collectivists engage in socially desirable responding, but in different ways. Individualists tend to engage in self deceptive enhancement but not impression management, whereas collectivists tend to engage in impression management but not self-deceptive enhancement. Data across several studies show that regulatory focus mediates this process. Specifically, a promotion focus mediates the individualism--self deceptive enhancement relation and a prevention focus mediates the collectivism--impression management relation, and that public and private self-consciousness moderates, respectively, each of these mediated effects [with Ashok K. Lalwani (UTSA) and Chi-Yue Chiu (University of Singapore]

· Investigating the processes underlying the planning fallacy. This project attempts to understand why the planning fallacy (the systematic tendency to underestimate project completion times) is so pervasive. [with Jongwon Park (Korea University Business School) and Jaehoon Lee (UTSA)]

· Investigating the relation between television viewing and materialism. We have conducted several studies whose results suggest that amount of television viewing is positively correlated with degree of materialism due to frequent portrayals of materialism in television programs. However, this main effect appears to be qualified by interactions with process variables (e.g., attention, elaboration) that occur during viewing (as opposed to variables operating at the time the judgments of materialism are measured). The project focuses on the implications of these findings for the development of cognitive process models to explain cultivation effects (effect of television viewing on social reality construction). We are currently conducting lab experiments to determine the nature of these effects and their underlying processes. [with Jim Burroughs (U of Virginia) and Aric Rindfleisch (U of Wisconsin—Madison)]

· Investigating the relation between materialism and regulatory focus. This project investigates the relation between materialism and regulatory focus and the processes that underlie this relation. We look in particular at differential effects as a function of the dimension of materialism (happiness, success, centrality), and the mediating role of factors such as extrinsic goal pursuit and self-esteem. [with Mario Pandelaere (University of Gent, Belgium), Inge Lens (Katholieke Universiteit Leuven, Belgium), and Jaehoon Lee (UTSA)

Current and Recently Published Papers and Books

• Shrum, L. J., Tina M. Lowrey, & Yuping Liu (2009), “Current Issues in Advertising Research,” in Handbook of Media Effects, eds. Mary Beth Oliver & Robin Nabi, Thousand Oaks, CA: Sage, forthcoming.

• Lalwani, Ashok K., L. J. Shrum, & Chi-Yue Chiu (2009), “Motivated Response Styles: The Role of Cultural Values, Regulatory Focus, and Self-Consciousness in Socially Desirable Responding,” Journal of Personality and Social Psychology, 96 (April), 870-882. - Full Text (PDF)

• Zhang, Yinlong & L. J. Shrum (2009), “The Influence of Self-Construal on Impulsive Consumption,” Journal of Consumer Research, 35 (February), 838-850. - Full Text (PDF)

• Liu, Yuping & L. J. Shrum (2009), “A Dual-Process Model of Interactivity Effects,” Journal of Advertising, 38 (Summer), 53-68. - Full Text (PDF)

• Shrum, L. J., Tina M. Lowrey, & Yuping Liu, (2009), “Current Issues in Advertising Research,” in Handbook of Media Effects, eds. Mary Beth Oliver & Robin Nabi, Thousand Oaks, CA: Sage. - Full Text (PDF)

• Shrum, L. J. (2009), "Effects of Television Viewing,” in The Social Psychology of Consumer Behavior, ed. Michaela Wänke, New York: Psychology Press, 251-272. - Full Text (PDF)

•  Shrum, L. J., (2009), “Media Consumption and Perceptions of Social Reality: Effects and Underlying Processes,” in Media Effects: Advances in Theory and Research, 3^rd edition, eds. Jennings Bryant & Mary Beth Oliver, New York: Psychology Press, 50-73. - Full Text (PDF)

• Lowrey, Tina M. & L. J. Shrum (2007), “Phonetic Symbolism and Brand Name Preference,” Journal of Consumer Research, 34 (3), 406-414. - Full Text (PDF)

• Shrum, L. J. (2007), “Cultivation and Social Cognition,” in Communication and Social Cognition: Theories and Methods, eds. David R. Roskos-Ewoldsen and Jennifer L. Monahan, Mahwah, NJ: Lawrence Erlbaum, 245-272. - Full Text (PDF)

• Shrum, L. J. (2007), “The Implications of Survey Method for Measuring Cultivation Effects,” Human Communication Research, 31 (1), 64-80. - Full Text (PDF)

• Briley, Donnel A., L. J. Shrum, & Robert S. Wyer, Jr. (2007), “Subjective Impressions of Minority Model Frequencies in the Media: A Comparison of Majority and Minority Viewers' Judgments and Underlying Processes,” Journal of Consumer Psychology, 17 (1), 36-48. - Full Text (PDF)

• Shrum, L. J.& Tina J. Lowrey (2007), “Sounds Convey Meaning: The Implications of Phonetic Symbolism for Brand Name Construction,” in Psycholinguistic Phenomena in Marketing Communications, ed. Tina M. Lowrey, Mahwah, NJ: Lawrence Erlbaum, 39-58. - Full Text (PDF)

• Shrum, L. J. (2006), “Perception,” in Psychology of Entertainment, eds. Jennings Bryant and Peter Vorderer, Mahwah, NJ: Lawrence Erlbaum, 55-70. Full Text (PDF)

• Shrum, L. J., James E. Burroughs, & Aric Rindfleisch (2005), “Television's Cultivation of Material Values,” Journal of Consumer Research, 32 (3), 473-479. - Full Text (PDF)

• Lowrey, Tina M., Tina M., L. J. Shrum, & John A. McCarty (2005), “The Future of Television Advertising,” in Marketing Communication: Emerging Trends and Developments, ed. Allan J. Kimmel, New York: Oxford University Press, 113-132. - Full Text (PDF)

• Liu, Yuping and L. J. Shrum (2005), “Rethinking Interactivity: What It Means and Why It May Not Always Be Beneficial,” in Advertising Promotion, and the New Media, eds. Marla Royne Stafford and Ronald J. Faber, Armonk, NY: M E. Sharpe, 103-124. - Full Text (PDF)

• Shrum, L. J., ed. (2004), The Psychology of Entertainment Media: Blurring the Lines Between Entertainment and Persuasion, Mahwah, NJ: Lawrence Erlbaum. - Full Text (PDF)