Brittany Duff

322 Gregory Hall
(217) 333-0919
bduff@illinois.edu

Education

Ph.D., University of Minnesota (Mass Communication)

M.A., University of Minnesota (Mass Communication)

B.A., University of Minnesota (Journalism)

Affiliations

Assistant Professor of Advertising

Course Specialties

Consumer Behavior
Planning and Decision Making
Advertising Management Planning

Background

Duff’s doctoral studies were conducted at the University of Minnesota where she combined theories in advertising and neuropsychology as an active member of the Cuthbert Translational Emotion Neuroscience lab researching how emotion and attention interact to shape our perceptions. Additionally, she worked as a research assistant on a grant project from the National Institute on Drug Abuse, “The Neuroanatomical Basis of Drug Message Effectiveness in Adolescents." Her work has been presented at national and international conferences and appeared most recently as a chapter in the book, “Virtual Social Identity and Consumer Behavior." Duff brings to her work a professional agency background, having worked as a brand planner and strategist for Burger King, Foster Farms, Noodles & Co., and Harley-Davidson. She is a member of the Membership committee of the American Academy of Advertising.

Research/Creative Endeavor

Duff’s research focuses on attention and emotion, particularly how these can work separately or interact to influence perceptions of advertising. Recent research has looked specifically at the phenomenon of "advertising avoidance" and what consumers do with the ads that they do not fully attend to. Additionally, current research focuses on the role of consumer goals and motivations at the time of ad exposure and how this may lead to differences in affect and attention for future ad encounters.