Professional Title: Assistant Professor
Email: eunjoochoi@ucmerced.edu
Office: ACS 270
Education:
Ph.D. Communication, University of Arizona
MA Communication, University of Arizona
Research Interest:
Children and Media
Parental Mediation
Family Communication
Health Communication
Bio:
Dr. Eunjoo Choi (Ph.D., University of Arizona) is an Assistant Teaching Professor in the Communication and Media Program at UC Merced. She teaches Introduction to Communication (COMM 018), Small Group Communication (COMM 004), and Communication Research Methods (COMM 170). Her research focuses on media and family communication, particularly the role of parental communication in shaping children’s healthy and unhealthy media experiences and their effects. She also examines how sociocognitive development influences media understanding, including commercial messages. Her research has appeared in the Journal of Media Ethics, the International Journal of Advertising, and Young Consumers.
Selected Publications:
Lapierre, M. A., & Choi, E. (2025). Theory of Mind, empathy, and eudaimonic media preferences. Media Psychology, 1–20. https://doi.org/10.1080/15213269.2025.2515382
Choi, E., & Lapierre, M. A. (2025). The role of theory of mind and edutainment messages in recognizing native advertising: a test of the CARE model. International Journal of Advertising, 44(5), 907–924. https://doi.org/10.1080/02650487.2024.2422783
Choi, E. & Lapierre, M. A. (2023). Parents’ mental state communication and children’s consumer behavior in the USA. Young Consumers, 24(3), 272-287. http://dx.doi.org/10.1108/YC-05-2022-1521
Choi, E. (2023). Brand Integration, disclosure, and ethics in child-targeted YouTube videos: A content analysis. Journal of Media Ethics, 38(1), 34–47. https://doi.org/10.1080/23736992.2022.2158829
Courses Taught:
COMM 004: Small Group Communication
COMM 018: Introduction to Communication
COMM 170: Communication Research Methods
