Faculty & Staff

Heather Shoenberger

Heather Shoenberger

Assistant Professor

131 Franklin Building

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Heather Shoenberger is an assistant professor of advertising in the School of Journalism and Communication at the University of Oregon. She is the director of the Insights and Analytics lab, which uses a unique blend of industry partnerships, instruction, and research to offer students exposure to proprietary data. Shoenberger has a background in law with a JD from the University of Missouri and a PhD in journalism with an emphasis in strategic communication.

The overarching theme of Shoenberger’s research is consumer wellbeing in relation to media exposure and public policy. Her legal education and practice strengthen her background for her interdisciplinary interests and the policy implications of her work.  She has published her work in top journals, such as Journal of Health Communication, Communication Research, and International Journal of Advertising among others. Shoenberger’s research has received national recognition and an invitation to present research on consumer decision-making and privacy concerns at the first annual Federal Trade Commission’s meeting on digital privacy (for an example of popular press coverage of Shoenberger’s research in regards to this event, see Slate).  Her research offers exciting threads of questions and opportunities to improve consumer welfare as well as suggestions to improve existing policies in the media arena.

Shoenberger currently teaches advertising media planning, research methods, and brand insights with data. The Brand Insights class tackles the concept of big data and dives into small projects working with real industry data. Ethics are an important piece of this class, and Shoenberger intertwines much of her work with digital advertising and privacy into lecture and activities. In the rapidly changing landscape of advertising strategy, this course has been integral in preparing students for jobs in the industry.


  • PhD, Journalism,University of Missouri, 2014
  • JD, University of Missouri, 2006
  • MA, Journalism, University of Missouri, 2006
  • BA, Psychology, Drury University, 2002

Research Interests

  • Behavioral advertising
  • Advertising
  • Media psychology
  • Psychophysiological response to media
  • Entertainment media
  • Consumer behavior

Recent Citations

Thorson, E., Shoenberger, H., Karaliova, T., Kim, E., & Fidler, R. (2015). News Use of Mobile Media: A Contingency Model. Mobile Media and Communication.

Ferrucci, P., Shoenberger, H., & Schauster, E.. (2014). It’s a Mad, Mad, Mad Ad World: A feminist critique of Mad Men. Women’s Studies International Forum.

Shoenberger, H., & Tandoc, E. (January 2014). Updated Measures of Attitudes and Motivations. Online Journal of Communication and Media Technologies.

Sableman, M., Shoenberger, H., & Thorson, E. (August 2013). Consumer in the Data Privacy Debates. Media Law Resource Center Bulletin.

Honors and Awards

American Academy of Advertising Dissertation Proposal Award Award of $2,000 to complete dissertation research, 2013
Synor Creative Advertising Scholarship, 2013
Kappa Tau Alpha (Journalism Honor Society). 2006


  • Ad Media Planning
  • Strategic Communication Research Methods