Thomas S. Mueller
Professor
Department of Communication
Appalachian State University
Boone, North Carolina
PhD, Advertising Communication, University of Florida
MBA, Otterbein University, Westerville, OH
B.A., Journalism, University of Wisconsin - Eau Claire
Developers and marketers of artificial intelligence (AI) powered innovations have pushed technology to the forefront, well ahead of user experience and ethical implications. This exploratory study used qualitative semi-structured interviews (N = 21) and then quantitative analysis (N = 629) to predict user motivators and detractors to AI adaptation. Independent variables were factored into latent themes “Ethical Outcomes”, Social Media Risk vs. Reward”, and “Governmental Constraint.” Ethical Outcomes was the key significant predictor of “trust AI with my personal and business activities.” The concern for social media implications was 19% more likely to be considered when pondering beneficence of AI in society. Governmental Constraint was 70% more likely to occur. When AI is considered as a future religious entity, users perceive a decrease in benefit to society.
Renewable energy projects have generated a substantial increase in political, social and cultural resistance and opposition to energy efficient adaptation. While progressive groups are searching for more democratic pathways to low carbon societies, an increased understanding of interrelationships between power providers and consumers will mitigate resistance and increase acceptance of clean energy implementation. This mixed methods study utilized qualitative interviews (N = 19) to develop 18 measures tested in quantitative analysis (N = 701). When testing for the dependent variable “Cannot find clean energy supplier I trust” the top significant predictor was “The push for clean energy is designed to appease consumers rather than fix the issue.” Logistic regression indicates that those who support clean energy are 99% more likely to consider solar power when it feeds into the electrical grid to decrease reliance on fossil fuels.
A paper co-authored with lead researcher and undergraduate honors student Allison Potter. The paper explores the popularity of electronic vaping products (EVPs) among youth and young adults that has increased health risk concerns, with long-term implications. Content analysis on 100 YouTube videos indicated only 6% of the EVP content framed the social consequences of nicotine usage, while 26% of the tobacco content depicted social consequences as a detrimental outcome. The pre-EVP tobacco messaging held more direct reference to the nicotine user, such as “natural born smoker” and “grow up fast.” Common sentiment for post-EVP campaigns were more affective, framing EVP as “depression sticks” associated with depression and anxiety.
"Psychology of Ultrarunning: Evaluating Validation, Social Identity, and Disharmony in the Long-Distance Experience" tells a cautionary tale. Factor analysis of involvement measures collected items that I named in the latent variable "Disharmony." This is related to the dynamics of the sport and potential for participants to take on a narcissistic nature, which ruptures the family dynamic. The dimension was supported in text analysis of open ended responses where the dimension "affect friends and family" was extracted from the content.
This study tested consumer involvement with the social action advertisement “You Love Me.” The spot was designed for the Dr. Dre Beats brand, in response to the George Floyd murder in 2020. Brands need to carefully examine their own histories, political associations and concern for all consumer segments, prior to evoking social change. Differentiations arising from political views and gender identity are discussed. "Social ads that use stereotypes” was the key significant predictor of emotional involvement. Consumers feeling “respected and represented in social action ads” was the key significant predictor of fact-based cognitive involvement. “Social action ads distorted through virtue signaling” were 38% more likely to effect brand purchase when consumers viewed the social action ad.
"Masculinity and PTSD: Violence among Veterans in the BBC Series Peaky Blinders" in the Journal of Contemporary Rhetoric. This essay reflects on the recurrent portrayals of Post-Traumatic Stress Survivors depicted as violent criminals. Character profiles in the series support hegemonic masculinity theory, where men practice domination over other disenfranchised men and hold hierarchy over women.
My recent research project "Blame, then shame? Psychological predictors in cancel culture behavior" has been published in The Social Science Journal. “If accused, must apologize immediately” was the key significant predictor of overall involvement in cancel culture. Those who demand an apology are more likely to be politically liberal and identify with feminine gender traits. There is an association among a need to know more about a person’s character before making judgment; requiring debate among diverse perspectives; then forgiving those who learn from mistakes. Those who do choose to ‘cancel’ want an apology, then decide to assess personal character for those who commit immoral, illegal or unethical acts. There is a call for accountability, with the understanding society needs a social consensus on moral behavior.
How can we support and assist students, who are navigating this difficult and unpredictable environment? My paper "Development and Testing of the University Student Resilience Scale" has been published in the Journal of American College Health. University students are most resilient by relying on friends and family, seeing adversity as a learning opportunity, and helping themselves by helping others. The most highly correlated measures are “positive attitude” and “open mind” while “faith in a higher power” holds a negative relationship with “being responsible for my own problems.” Regression analysis indicates a strong will, not giving up, and maintaining an open mind are predictors of resilience. A 3-factor structural model captures the latent dimensions “Infinite Possibilities,” “Like a Rock” and “Surrounded by Love.”
I have been privileged to serve on the board of advisors for Journal of Gender Studies. My lead editorial on understanding gender perceptions and identities within a modern corporate marketing context was published in a recent issue. There are opportunities to link corporate marketing with gender studies researchers; to see the sale of products and services in a broader context across consumer groups.
This study provides a comparative analysis of messaging across digital and traditional communication channels, prompting customers to reduce “Peak Power” consumption. The alert was framed through simulated treatments on an energy bill, in text message, though email, on a company webpage, and through Twitter, Facebook and Instagram posts. Perception of messages were measured for Creativity, Clarity and Credibility. Instagram elicited the highest scores from respondents (N = 391). The lowest ranking media platform was text messaging. Exploratory factor analysis confirmed two dimensions among the platforms, the powerful “Visual Energy Messaging” (Energy bill, Instagram, Facebook, Website) and the weaker “Word Based Energy Messaging” (Twitter, Email and Text). Implications for practitioners indicate visual messaging is most effective, using a cross-pollination technique sharing specific messages across visual platforms. Special attention should be paid to the consumption habits of older consumers who may receive and interpret messaging in a different context.
It was an honor to receive the Appalachian State University W.H. Plemmons Leadership Medallion, in recognition of campus leadership for students. This medallion is named in honor of App State’s second president, Dr. William H. Plemmons. The award recognizes the time, energy, skills and commitment of students, faculty, student affairs educators and staff who exceed their peers in providing leadership that enriches the quality of student life and advances the education of students at App State. Much of my work recognized for this award is related to university housing and the Active Living residential learning community. I am grateful for the opportunity to serve students, both in and outside the classroom.
Working @ Wasserman Media, Rally America to the 2006 ESPN X Games in Los Angeles. Stadium cross and Angeles Crest Nat'l Forest.
Dale Earnhardt's PR rep '86 and '87 championships. Artwork by my friend Sam Bass. Dale and Sam, gone but never forgotten.
Wrangler sponsored Willie's tour and we later hired him as lead entertainment for the Mercury Marine dealers meeting at Opryland.
Covering national motocross events in the early 1980's. Ten years later Director of Pro Racing @ the American Motorcyclist Association.
"Rebooting Jesus" is now on Amazon in paperback and Kindle digital versions. When you're writing about one's life journey through Christianity, there will never be a definitive ending. This is my version of a Freethinker's Guide, surely not prescriptive but instead an open invitation to embrace the messy, painful and sometimes shocking journey into Yahweh Eternal Creator. Destruction, genocide, murder. Then without logic, the loving lamb called The Christ, who is brutally executed as an insurrectionist. I'm still hanging onto the faith. Some days are better than others. Is God "love?" Read my book, take the holistic view, I'd like your feedback.
