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Assistant Professor

Frances L. Wolfson Building Room 3021
5100 Brunson Drive
Coral Gables, FL 33146
Phone: (305) 284-2355
Fax: (305) 284-5216


Dr. Li joined the School of Communication in the fall of 2008 as an assistant professor in advertising. He teaches advertising, marketing, and communication courses at both the undergraduate and graduate level. His research interests lie in applying theoretical perspectives from online communication and cultural psychology to the study of advertising and marketing messages, particularly as they inform cognition, affect, and behavior. He has published in a number of scholarly journals inside and outside the communication discipline, including Media Psychology, Computers in Human Behavior, CyberPsychology & Behavior, International Journal of Advertising, Journal of Consumer Behaviour, Mass Communication and Society, Hispanic Journal of Behavioral Sciences, Asian Journal of Communication, and others. He also has won the top paper award at national advertising and communication conferences five times.
Dr. Li received his Ph.D. in mass communication from the University of North Carolina at Chapel Hill. He also holds a master’s degree in mass communication from Kansas State University and an M.B.A. in international business from the University of Miami. Before coming to the U.S., he worked as a reporter at Radio Shanghai in China for over four years. His reports won several local and national awards.