School of Arts and Letters

Faculty Bio

Bio Image Tae Hyun Baek

Tae Hyun Baek

Assistant Professor of Advertising
Phone: (812) 941-2031
Office Location: KV 235 E

Academic Background

University of Georgia
Country: United States
Degree: Ph.D., Mass Communication
Major: Advertising
University of Georgia
Country: United States
Degree: M.A., Journalism and Mass Communication
Major: Advertising
Hanyang University
Country: South Korea
Degree: B.A., Advertising and Public Relations


Awards and Recognitions

  1. Best Conference Paper, American Academy of Advertising, Minneapolis, MN, 2010.
  2. Dana M. Blackmar III Memorial Scholarship, University of Georgia, 2008.
  3. Graduate Assistantship, University of Georgia, 2006 - 2011.
  4. Study Abroad Scholarship, Hanyang University, South Korea, 2005 - 2007.

Professional Interests

  • Advertising strategy
  • Media planning
  • Media in the global context
  • Empirical research methods
  • Communication campaigns
  • The primary stream of my research lies in consumer-brand relationships, brand credibility effects, and brand extension strategies.In particular, I’m interested in how social and personalized media can influence the brand choice process.
  • Another line of my research focuses on how people process, resist, respond to persuasive messages in the domains of social marketing and health communication.


Journal Articles
Baek, T. H., Shen, L., & Reid, L. N.. "Effects of Message Framing in Anti-Binge Drinking PSAs: The Moderating Role of Counterfactual Thinking." Journal of Health Communication (in press).
Baek, T. H., & Morimoto, M.. "Stay Away From Me: Examining the Determinants of Consumer Avoidance to Personalized Advertising." Journal of Advertising 41. 1. (2012). 59-76.
Kim, J., Baek, T. H., & Kim, D.. "Quality of Work and Team Spirit as Drivers of Student Peer Evaluation on Advertising Group Project Performance." Journal of Advertising Education 15. 2. (2011). 14-24.
Baek, T. H., & King, K. W.. "Exploring the Consequences of Brand Credibility in Services." Journal of Services Marketing 25. 4. (2011). 260-272.
Baek, T. H., & Mayer, M.. "Sexual Imagery in Cigarette Advertising Before and After the Master Settlement Agreement." Health Communication 25. 8. (2010). 747-757.
Baek, T. H., Kim, J., & Yu, H.. "The Differential Roles of Brand Credibility and Brand Prestige in Consumer Brand Choice." Psychology & Marketing 27. 7. (2010). 662-678.