Vincent Cicchirillo is an assistant professor of advertising in the College of Communication. He holds a PhD in communication studies from The Ohio State University, a masters and bachelors in communication from West Virginia University.
His research focuses upon a social-science perspective of quantitative research dealing with the influence of new media technologies upon human interaction. More specifically, his research examines the potential negative effects of new media aggression, which encompasses how hostile online communication and violent video games impact aggression, affect, and behaviors. This research also extends to areas related to flaming in online spaces (social media). Also, his research delves into persuasive technology. Notably this research focuses upon the ethical and health concerns of food advergames. He applies theoretical underpinnings of the elaboration likelihood model and neoassociative concepts of priming in order to understand how involvement and cognitions can impact the processing of advergame content.
His research has appeared in numerous journals from the Journal of Advertising Research to Human Communication Research and CyberPsychology, Behavior, & Social Networking. He also has published books chapters regarding the topic of video games and online gaming. These publications appear in the Encyclopedia of Media Violence about violent video game play and user motivations. Other chapters include advergaming ethics that appears in the Ethical Issues in Communication Profession anthology. Other published book chapters appear in the Handbook of Research on Digital Media and Advertising and the Handbook of Research on Computer Mediated Communication.
In his spare time, Vinnie likes to spend time with his family, play video games, watch sports, and brews his own beer.