December 10, 2024 | 12:00 pm - 12:30 pm ET 


MSI Webinar: How Nonverbal Cues in Text Affect Consumer Engagement

Many practitioners conducting text analysis rely solely on word-based text tools that focus on what is said – the verbal content of a message. My research focuses on the extratextual features of text (emojis, extraneous punctuation, etc.) that convey how something is said – the nonverbal features of a message. Text analysis procedures often begin by cleaning datasets to normalize spelling or eliminate other symbols thought to be generating noise. In this webinar, we will explore how textual paralanguage (or nonverbal cues in text) affects the way that consumers process and engage with online brand social media content.


Andrea Luangrath

University of Iowa

Andrea Luangrath is an Associate Professor of Marketing in the Tippie College of Business at the University of Iowa. She received her Ph.D. in Marketing from the University of Wisconsin–Madison. Andrea’s research investigates how sensory and nonverbal cues influence consumer attitudes, perceptions, and behaviors. She studies how consumers and brands use nonverbals in text-based content (termed textual paralanguage) to influence consumer engagement with online and social media content. Her research also investigates the role of haptics in retail in the metaverse and psychological ownership across consumption domains. Her work has been published in leading academic journals such as the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Experimental Psychology: General, among others. She was recognized as one of the 2023 Marketing Science Institute (MSI) Young Scholars. She has received recognition from the Society for Consumer Psychology with the C.W. Park Outstanding Contribution Award as well as the Young Contributor Award for the best article by an early career scholar. In 2020, she received the Cannon Scholarship for Teaching Excellence and in 2021 was the recipient of the Early Career Research Award from the Tippie College of Business. She serves on the editorial review board for the Journal of Consumer Psychology. Her research has been featured in the media on NPR, the Economist, Marketplace, and has garnered attention on Reddit Science.

Pricing & Registration

December 10, 2024 | 12:00 pm - 12:30 pm ET

Price: $0.00


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