Advertising and Media Psychology Research Group (AdMe)

Welcome to the
AdMe Research Group!

Frontansicht des Hauptgebäudes der Universität Wien

Gebhard Sengmüller

The Vienna Advertising and Media Psychology (AdMe) Research Group, based at the Department of Communication at the University of Vienna, investigates how digital media and emerging communication technologies shape people's thoughts, emotions, attitudes, and behaviors. Grounded in media psychology and persuasion research, we investigate the cognitive, emotional, and motivational processes through which people engage with media, interpret information, and respond to persuasive messages, as well as the implications of these processes for society. Particular attention is devoted to the rapidly changing digital media environment, including artificial intelligence and social media. We study these processes across various areas of communication, with a primary focus on advertising and marketing communication, but also political communication, health communication, and environmental communication. Drawing on survey, experimental, content analytical, computational, and qualitative methods, our research integrates perspectives from communication science, psychology, political science, and marketing.