Dr. Shen's specialties are in the areas of cognition and emotion, advertising and sales promotion, and probability modeling. Recently, he has explored the basic dimensions of emotion with functional magnetic resonance imaging technique, constructed a model of political advertising effects with item response theory, and examined framing-related irrationality in brand choice with prospect theory.
Dr. Shen has published in Journal of Nonprofit & Public Sector Marketing, Journal of Marketing Communications, Journal of Product & Brand Management, and Journal of Advertising Research, among other venues.
