SHELLY RODGERS is a professor of strategic communication at the Missouri School of Journalism. Her research examines the ways digital media allow us to create more effective advertising and, as a result, prod people toward healthier behaviors. She explores health behavior concepts and develops psychology-based theories that involve memory attention and attitudes. Rodgers is particularly interested in the processes by which health behavior is shaped by the information and technology that people use every day. She earned a doctorate in journalism from the Missouri School of Journalism (2000), a master of arts degree in journalism from the University of Arizona (1997), a master’s in communication from the University of California-Davis (1992) and a bachelor of arts degree from Union College in Lincoln, Neb. (1988).

Rodgers’ research examines the effects of interactive communications on audience processing, with an emphasis on how to use the Internet to promote healthy behaviors. She has examined cancer communication, smoking cessation/prevention and tobacco control. Rodgers’ research on interactive advertising has appeared in numerous journals including the Journal of Advertising, Journal of Communication, Journal of Advertising Research, Journal of Interactive Advertising, Marketing Research, Social Marketing Research and Journal of Health Communication.

Rodgers is nationally ranked as one of the most productive Internet advertising scholars and is among the 10 most cited Internet advertising researchers. In addition, she was the 2010 president of the American Academy of Advertising.


  • Ranked nationally as 17th most productive advertising researcher in the United States among 290 different journals (see Eric Haley and Sally McMillan, 2010), “The Reach of Advertising Scholars’ Research” paper presented at the American Academy of Advertising annual conference, Minneapolis, Minnesota).
  • Ranked nationally as 9th most cited Internet advertising scholars and 15th most cited Internet advertising journal article (see Kim, Juran, and Sally McMillan (2008), “Evaluation of Internet Advertising Research: A Bibliometric Analysis of Citations from Key Sources,” Journal of Advertising, 37 (1), 99-112).
  • Ranked nationally as the most productive Internet Advertising researcher and 5th most productive researcher in Internet Advertising, Marketing and Communication (see Cho, Chang-Hoan, and Hyoung Koo Khang, 2006), “The State of Internet-Related Research in Communications, Marketing, and Advertising: 1994-2003,” Journal of Advertising, 35 (3), 143-163).
  • First Place, Promising Professor’s Award, Mass Communication and Society Division, Association for Education in Journalism and Mass Communication (2004).
  • Top Faculty Paper Award, Newspaper Division, Association for Education in Journalism and Mass Communication (2004).


  • Rodgers, Shelly, and Esther Thorson (2012), co-editors, Advertising Theory, New York: Routledge, Taylor & Francis Group.

Book Chapters

  • Thorson, Esther, and Shelly Rodgers (2011), “A Theory of Advertising as a Field,” in S. Rodgers and E. Thorson (Eds.), Advertising Theory, Chapter 1. New York: Routledge, Taylor & Francis Group.
  • Eckler, Petya, and Shelly Rodgers, “Viral Advertising: A Conceptualization,” in H. Cheng (Ed.), The Handbook of International Advertising Research, Wiley-Blackwell Publishers, to be published in 2013.
  • Ye Wang and Shelly Rodgers. (2010) “CGC and eWOM: Conceptual Beginnings.” In M. Eastin, T. Daugherty, and N. Burns (Eds.), “The Handbook of Research on Digital Media and Advertising.”
  • Petya Eckler and Shelly Rodgers. “Viral Marketing on the Internet.” Mickey Belch, ed., Wiley “International Encyclopedia of Marketing.”
  • Rodgers, S. & Wang, Y. (2010). CGC and eWOM: “Conceptual Beginnings,” In M. Eastin, T. Daugherty, and N. Burns (Eds.), The Handbook of Research on Digital Media and Advertising (accepted for publication).
  • Rodgers, S., Thorson, E., & Jin, Y. (2009). Social Science Theories of Traditional and Internet Advertising. In D. W. Stacks and M. B. Salwen (Eds.), An Integrated Approach to Communication Theory and Research, 2nd ed., Chapter 14 (pp. 198-219), New York: Routledge.
  • Rodgers, S., Cannon, H., & Moore, J. (2007). Segmenting Internet Markets. In D. W. Schumann and E. Thorson (Eds.), Internet Advertising: Theory and Research, Chapter 7 (pp. 149-183), Mahwah, NJ: Lawrence Erlbaum Associates.
  • Rodgers, Shelly, and Qimei Chen (2007), “The Interactive Advertising Model: Additional Insights Into Response to Spamming.” In D. W. Schumann and E. Thorson (Eds.), Internet Advertising: Theory and Research, Chapter 11 (pp. 259-283), Mahwah, NJ: Lawrence Erlbaum Associates.
  • Rodgers, Shelly (2005), “Intermedia Effects for Appropriate/Inappropriate Print and Internet Stimuli.” In Marla R. Stafford and Ronald J. Faber (Eds.), Advertising, Promotion, and New Media, New York: M. E. Sharp, Inc.
  • Thorson, Esther, William D. Wells, and Shelly Rodgers (1999), “Web Advertising’s Birth and Early Childhood as Viewed in the Pages of Ad Age.” In D. W. Schumann and E. Thorson (Eds.), Advertising and the World Wide Web, Mahwah, NJ: Lawrence Erlbaum Associates, (pp. 5-25).

Journal Articles

  • Wang, Y., Rodgers, S., Wang, Z., & Thorson, E. (Forthcoming). “A 17-Year Study of Graduate Student Authorship in Advertising Journals,” Journal of Mass Communication Education.
  • Young, R., Willis, E., Rodgers, S. & Stemmle, J. (Forthcoming). “Localized Health News Releases and Community Newspapers: A Method for Rural Health Promotion,” Health Promotion Practice.
  • Willis, E., Ham, C. D., & Rodgers, S. (Forthcoming). “The Use of the Social Determinants of Health in Health News Reporting: General Audience and Ethnic Newspapers,” Newspaper Research Journal.
  • Willis, E., Schauster, E., Rodgers, S., & Everett, K. (2014). “Newspaper Tobacco Advertising Focuses on Cessation,” Newspaper Research Journal, 35 (2), 70-84.
  • Wang, Y., Willis, E., & Rodgers, S. (2014). “Consumer Insights from Peer-to-Peer Communication in an Online Health Community of Weight Management.” Journal of Consumer Health on the Internet, 18 (2), 143-156.
  • Swanger, W. & Rodgers, S. (2013), “Revisiting Fund-Raising Encroachment of Public Relations in Light of the Theory of Donor Relations.” Public Relations Review, 566-568.
  • Wang, Y., & Rodgers, S. (2014). “Reporting on Health to Ethnic Populations: A Content Analysis of Local Health News in Ethnic Versus Mainstream Newspapers,” Howard Journal of Communications, 24 (3).
  • Park, H., Rodgers, S., & Stemmle, J. (2013). “Analyzing Health Organizations’ Use of Twitter for Promoting Health Literacy,” Journal of Health Communication.
  • Park, H, Rodgers, S., & Stemmle, J. (2011). “Health Organizations’ Use of Facebook for Health Advertising and Promotion,” Journal of Interactive Advertising, 12 (1), special issue on social media.
  • Cohen, E. L., Caburnay, C., & Rodgers, S. (2011), “Alcohol and Tobacco Advertising in Black and General Audience Newspapers: Targeting with Message Cues?” Journal of Health Communication, 16 (6), 566-582.
  • Young, Rachel, Saleem Alhabash, Shelly Rodgers, and Jon Stemmle (2011), “Newspaper Journalists and Public Health Professionals: Building the Health News Agenda in Community Newspapers,” Journal of Management and Marketing in Healthcare, 4 (3), 148-158.
  • Mira Lee, Shelly Rodgers and Mikyoung Kim (2009). “Effects of Valence and Extremity of eWOM on Attitude toward the Brand and Website.” Journal of Current Issues & Research in Advertising, 31 (2), 1-11.
  • Rodgers, S., Cohen, E., Caburnay, C., Luke, D., Cameron G., & Kreuter, M. (2008). Cancer Coverage in General-Audience and Black Newspapers. Health Communication, 23(5), 427-435.
  • Rodgers, S. (2007). Effects of Sponsorship Congruity on e-Sponsors and e-Newspapers. Journalism & Mass Communication Quarterly, 84(1), 24-39.
  • Rodgers, S. & Bae, J. (2007). Stigmatizing Effects of Prosocial Alcohol and Tobacco E-sponsorships. Social Marketing Quarterly, 13(1), 1-17.
  • Chen, Qimei, Shelly Rodgers, and Yi He (2008), “A Critical Review of the e-Satisfaction Literature,” American Behavioral Scientist, 52 (1), 38-59.
  • Rodgers, Shelly, Qimei Chen, Ye Wang, Ruth Rettie, and Frank Alpert, “The Web Motivation Inventory: Replication, Extension and Application to Internet Advertising (2007),” International Journal of Advertising, 26 (4), 447-476.
  • Rodgers, Shelly, Qimei Chen, Margaret Duffy, and Kenneth Fleming (2007), “Media Usage as Health Segmentation Variables,” Journal of Health Communication, 12 (2), 105-119.
  • Rodgers, Shelly, Linda Jean Kenix, and Esther Thorson (2007), “Stereotypical Portrayals of Emotionality in News Photographs,” Mass Communication & Society, 10 (1), 119-138.
  • Everett, Kevin D., Daniel R. Longo, Shelly Rodgers, Linda Bullock, Isabella Zaniletti, and John Hewett (2006), “Community Support for Clean Indoor Air Policies in Mid-Missouri,” Missouri Medicine, 103 (6), 599-600.
  • Chen, Qimei, and Shelly Rodgers (2006), “Development of an Instrument to Measure Web Site Personality,” Journal of Interactive Advertising, 7 (1).
  • Thorson, Kjerstin, and Shelly Rodgers (2006), “Relationships Between Blogs as eWOM, Interactivity, Perceived Interactivity and Parasocial Interaction,” Journal of Interactive Advertising, 6 (2).
  • Chen, Qimei, Shelly Rodgers, and William D. Wells (2006), “Telethnography Proves Itself Legitimate,” Marketing News, 40 (2), 62-64.
  • Chen, Qimei, Shelly Rodgers, and William D. Wells (Winter 2006), “Learning from Pop Culture: A Study Comparing Actual and Fictional Cell Phone Users Validates the New Research Method of Telethnography,” Marketing Research, 17 (4), 26-31.
  • Rodgers, Shelly, Yan Jin, Ruth Rettie, Frank Alpert, and Doyle Yoon (Fall 2005), “Internet Motives of Users in the United States, United Kingdom, Australia, and Korea: A Cross-Cultural Replication of the WMI,” Journal of Interactive Advertising, 6 (1).
  • Rodgers, Shelly, and Qimei Chen (2005), “Internet Community Group Participation: Psychosocial Benefits for Women with Breast Cancer,” Journal of Computer Mediated Communication, 10 (4).
  • Rodgers, Shelly, Yan Jin, Yoohyeung Choi, Wanda Siu, and Ann M. Brill (2005), “House Ads in Print Editions Promote E-Newspapers,” Newspaper Research Journal, 26 (2/3), 95-112.
  • Rodgers, Shelly, Glen T. Cameron, and Ann M. Brill (2005), “Ad Placement in E-newspapers Affects Memory, Attitude” Newspaper Research Journal, 26 (1), 16-27.
  • Len-Rios, Maria, Shelly Rodgers, Esther Thorson, and Doyle Yoon (2005), “Representation of Women in News and Photos: Comparing Content to Perceptions,” Journal of Communication, 55 (1), 152-168.
  • Qimei Chen, Shelly Rodgers, and William D. Wells (2004), “Better than Sex: A Gender Scale for Market Segmentation,” Marketing Research, 16 (4), 16-21.
  • Rodgers, Shelly (2003), “The Effects of Sponsor Relevance on Consumer Reactions to Internet Sponsorships,” Journal of Advertising, 32 (4), 66-76.
  • Rodgers, Shelly, and Esther Thorson (2003), “A Socialization Perspective on Male and Female Reporting,” Journal of Communication, 53 (4), 658-675.
  • Rodgers, Shelly, and Mary Ann Harris (2003), “Gender and E-commerce: An Exploratory Study,” Journal of Advertising Research, 43 (3), 1-8.
  • Rodgers, Shelly (2002), “The Interactive Advertising Model Tested: The Role of Motives in Ad Processing,” Journal of Interactive Advertising, 2 (2).
  • Rodgers, Shelly, and Qimei Chen (2002), “Post-Adoption Attitudes to Advertising on the Internet,” Journal of Advertising Research, 42 (5), 95-104.
  • Rodgers, Shelly, and Kennon M. Sheldon (2002), “An Improved Way to Characterize Internet Users,” Journal of Advertising Research, 42 (5), 85-94.
  • Rodgers, Shelly, and Esther Thorson (2001), “The Reporting of Crime and Violence in the Los Angeles Times: Is There a Public Health Perspective?” Journal of Health Communication, 6 (2), 169-182. Commentary by J. Gregory Payne, 189-192.
  • Rodgers, Shelly, and Esther Thorson (2000), “The Interactive Advertising Model: How People Perceive and Process Interactive Ads,” Journal of Interactive Advertising, 1 (1).
  • Rodgers, Shelly, Esther Thorson, and Michael Antecol (2000), “‘Reality’ in the St. Louis Post-Dispatch,” Newspaper Research Journal, 21 (3), 51-68.
  • Rodgers, Shelly, and Esther Thorson (2000), “‘Fixing’ Stereotypes in News Photos: A Synergistic Approach with the Los Angeles Times,” Visual Communication Quarterly, 55 (Summer), 8-11.

Selected Publications

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