Cong Li joined the faculty of the Advertising program in the fall of 2008 as an Assistant Professor. His primary research interests lie in applying theoretical perspectives from online communication and cultural psychology to the study of advertising and marketing messages, particularly as they inform cognition, affect, and behavior. He has published in several scholarly journals, including CyberPsychology & Behavior, Journal of Relationship Marketing, PRism, Journal of International Communication, Journalism and Communication Review, among others. He received his Ph.D. in Mass Communication from the University of North Carolina at Chapel Hill. Dr. Li also worked as a reporter at Radio Shanghai in China for over four years.