Hojoon Choi - University of Houston
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Faculty Bio

Hojoon Choi

Associate Professor
Communications Bldg

Dr. Hojoon Choi (PhD, the University of Georgia) is an associate professor at the Valenti School of Communication. His concentration is advertising and his primary research fields are health and nutrition-related claims in advertising; negative celebrity information; cultural difference in communication; and eWOM behavior in social networking sites (SNSs).

Dr. Choi’s research has been published in various leading advertising and health communication journals, including Journal of Business Research, International Journal of Advertising, Journal of Health Communication, Appetite, Journal of Promotion Management, Journal of Marketing Communications, and Journal of Current Issues and Research in Advertising. Broad theoretical and quantitative research knowledge is his research strength, whereas comprehensive marketing communication knowledge underlies his teaching abilities.

In 2011, Dr. Choi won the American Academy of Advertising’s Dissertation Competition and received the University of Georgia Graduate School’s Dissertation Completion Award. In 2013, he received the Len Reid Graduate Student Research Award. In 2016, he was awarded two best paper prizes from International Journal of Advertising and Korea Health Communication Association.

Dr. Choi is currently on the editorial board of International Journal of Advertising, and a chair of membership committee in American Academy of Advertising. He has been a member and reviewer of several academic associations, including the Association for Education in Journalism and Mass Communication (AEJMC), American Academy of Advertising (AAA), and International Communication Association (ICA).


  • Ph.D. in Mass Communication, University of Georgia (Major Concentration: Advertising)
  • M.A. in Journalism and Mass Communication, University of Georgia (Major Concentration: Advertising)
  • B.A. in Advertising and Public Relations, Hanyang University
  • B.S. in Business Administration, Hanyang University (Marketing Concentration)


  • COMM 3360 Principles of Integrated Communication
  • COMM 4365     Digital Public Relations and Advertising
  • COMM 6300 Quantitative Research Methods

Selected Publications

  • Choi, Hojoon & Leonard N. Reid (2016). “Congruity Effects and Moderating Influences in Nutrient-Claimed Food Advertising.” Journal of Business Research, 69(9), 3430-3438.
  • Choi, Hojoon, Kyunga Yoo, Tom Reichert, & Michael S. LaTour (2016). “Do Feminists Still Respond Negatively to Female Nudity in Advertising? Investigating the Influence of Feminist Attitudes on Reactions to Sexual Appeals.” International Journal of Advertising, 35(5), 823-845.
  • Choi, Hojoon (2016). “How Consumers Process Unhealthy Food Advertising Featuring Risk-avoidance Appeals: Moderating Roles of Dieting Status and Gender on the Prediction Model of Self and Functional Congruity.” Health Communication Research, 14, 63-98.
  • Choi, Hojoon & Leonard N. Reid (2015). “Effects of Negative Information Levels and Timing of Exposure to Negative News in Celebrity Endorser Advertising.” The Journal of Advertising and Promotion Research, 4(1), 5-41.
  • Choi, Hojoon & Leonard N. Reid (2015). “Differential Impact of Message Appeals, Product Types, and Poverty Status on Evaluative Responses to Food Advertisements Featuring Nutrient-Content Claims.” Journal of Health Communication, 20(11), 1355-1365.
  • Yoo, Kyunga, Eunsin Joo, Hojoon Choi, & Leonard N. Reid (2015). “Trends in the use of statistics in major advertising journals over four decades.” International Journal of Advertising, 34(3), 549-572.
  • Choi, Hojoon & Leonard N. Reid (2014). “Students as subjects in food advertising studies. An appraisal of appropriateness.” Appetite, 81(1), 218-224.
  • Choi, Hojoon, & Jeffrey K. Springston (2014). “How to Use Health and Nutrition-Related (HNR) Claims Effectively on Food Advertising: Comparison of Benefit-seeking, Risk-avoidance, and Taste Appeals on Different Food Categories.” Journal of Health Communication, 19(9), 1047-1063.
  • Choi, Hojoon, Kyunga Yoo, Tae-hyun Baek, Leonard N. Reid, & Wendy Macias (2013). “Presence and Effects of Health- and Nutrition-Related (HNR) Claims with Benefit-Seeking and Risk-Avoidance Appeals in Female-Oriented Magazine Food Advertisements.” International Journal of Advertising, 32(4), 587-616.
  • Choi, Hojoon, Hye-Jin Paek, & Karen W. King (2012). “Are Nutrient Content Claims Always Effective? Match-up Effects between Product Type and Claim Type in Food Advertising.” International Journal of Advertising, 31(2), 421-443.
  • Choi, Hojoon, Hye-Jin Paek, Hye-jin Yoon, & Leonard N. Reid (2012). ‘Thinking and feeling’ products and ‘utilitarian and value-expressive’ appeals in contemporary TV advertising: A content analytic test of functional matching and the FCB model” Journal of Marketing Communication, 18 (2), 91-111.
  • Paek, Hye-Jin, Leonard N. Reid, Hyun Ju Jeong, Hojoon Choi, & Dean M. Krugman (2012). “Five Decades of Promotion Techniques in Cigarette Advertisements: A Longitudinal Analysis.” Health Marketing Quarterly. 29(1), 1-17.
  • Paek, Hye-Jin, Hojoon Choi, & Michelle R. Nelson (2010). “Product, Personality or Prose? Testing Functional Matching Effects in Advertising Persuasion.” Journal of Current Issues and Research in Advertising, 32 (2), 11-26.
  • Paek, Hye-Jin, Leonard N. Reid, Hojoon Choi, & Hyun Ju Jeong (2010). “Promoting Health (Implicitly)? A Longitudinal Content Analysis of Implicit Health Information in Cigarette Advertising, 1954-2003.” Journal of Health Communication, 15 (7), 769-787.
  • Kim, Hana, Hojoon Choi, & Bongchel Kim (2010). “Effectiveness of Negative Political Advertising for Female Candidates.” The Korean Journal of Advertising and Public Relations, 12(1), 121-154.
  • Yoon, Hye-Jin., Hye-Jin Paek, Hoyoung Ahn, & Hojoon Choi (2009). “Are Food Ads Healthy? Examination of Television Food Advertising on Claims and Persuasion Strategies.” Health Communication Research, 1(1), 65-91.


  • Len Reid Graduate Student Research Award, University of Georgia, 2013
  • The Graduate School’s Dissertation Completion Award, University of Georgia, 2013
  • Winner at AAA Doctoral Dissertation Competition, 2011