Advertising Professor Jon Morris started a career in academia 32 years ago to engage in a long tradition of scientific exploration. Morris, an advertising professional at the time, wanted to study consumers’ emotional responses to advertising campaigns.

After over three decades of study, Morris is still thrilled by scientific discovery and challenged by the work of interpreting his data. Morris and his students are now collecting data on emotional responses to political elections on Twitter, measuring how voters respond to tweets surrounding the political candidates.

Morris is also working in collaboration with an ophthalmologist at UF Health Shands Hospital on a project to track the relationship between what consumers are looking at and their emotional response.

Morris continues to work with the UF Brain Institute faculty on a patented process that measures how the human brain identifies and measures emotions physiologically.

Posted: October 17, 2016
Category: Faculty Profiles