Faculty
Professor
Ext.: 31540
Office: HK222
Email: taoc@nycu.edu.tw
Website/Lab: http://cclab.nctu.edu.tw/
Education
- BA. June, 1991. National Tsing Hua University.
(Major: Power Mechanical Engineering) - MA. June, 1996, National Chiao Tung University.
(Major: Communication Technology) - Ph.D. July, 2006. Indiana University, Bloomington.
(Major: Mass Communication. Minor: Cognitive Science)
Experience
- 2018-current Co-Convenor, Sociology, Ministry of Science and Technology
(Convenor, Communication, Ministry of Science and Technology) - 2013-2018 Deputy Director
Research Center for Humanities and Social Sciences
National Chaio Tung University - 2010-2013 Fulbright Scholar
School of Communication, The Ohio State University - 2010-2012 Department Chair, National Chaio Tung University
- 2009-2010 Associate Professor, National Chaio Tung University
- 2006-2009 Assistant Professor, National Chaio Tung University
- 2000-2003 General Manager and Founder, Neobits Technology Inc.
- 1996-2000 Deputy Manager, Research Editor, Common Wealth Magazine
Expertise
- Cognitive Approaches to Media (Eye Movements & Psychophysiology)
- Data Science
- Human-AI Interaction
Publications, Projects and Honors
【Journal Articles】
English
Lin, J.-H., Wu, D.-Y., & Tao, C.-C. (2018). So scary, yet so fun: The role of self-efficacy in enjoyment of a virtual reality horror game. New Media and Society, 20(9), 3223-3242. doi: 10.1177/1461444817744850
Lai, C.-H., Tao, C.-C., & Cheng, Y.-C. (2017). Modeling resource network relationships between response organizations and affected neighborhoods after a technological disaster. VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations, 28(5), 2145-2175. doi:10.1007/s11266-017-9887-4
Lai, C.-H., She, B., & Tao, C.-C. (2017). Connecting the dots: A longitudinal observation of relief organizations’ representational networks on social media. Computers in Human Behavior, 74, 224-234. doi: 10.1016/j.chb.2017.04.037
Beaudoin, C. E., & Tao, C.-C. (2008). Modeling the impact of online cancer resources on supporters of cancer patients. New Media & Society, 10(2), 321-344. (SSCI)
Tao, C.-C., & Bucy, E. P. (2007). Conceptualizing media stimuli in experimental research: Psychological versus attribute-based definitions. Human Communication Research, 33(4), 397–426. [lead article] (SSCI)
Bucy, E. P., & Tao, C.-C. (2007). The mediated moderation model of interactivity. Media Psychology, 9(3), 647-672. (SSCI)
Beaudoin, C. E., & Tao, C.-C. (2007). Benefiting from social capital in online support groups: An empirical study of cancer patients. CyberPsychology and Behavior, 10(4), 587-590. (SSCI)
Chinese
Chao, Y.-C., & Tao, C.-C. (2018). Sentiment analysis of political word-of-mouth: The view of semantic orientation. Journal of Communication Research and Practice, 8(2), 75-107.
Chen, Y.-C., & Tao, C.-C. (2018). Biased assimilation effect: How uncivil news comments polarize attitudes. Chinese Journal of Communication Research, 33, 137-179.
Tao, C.-C. (2017). The mobilization power of social media: A network opportunity perspective. Mass Communication Research, 131, 49-68.
Tao, C.-C. (2017). Communication personalness and mobilization: Is social media better than personal contact and mass media? Communication and Society, 41, 41-80.
Hsu, H.-S., & Tao, C.-C. (2016). Attentional capture by stereoscopic depth. Journal of Cyber Culture and Information Society, 31, 109-147.
Lin, T.-C., & Tao, C.-C. (2015). The enjoyment of horror movies: The mixed emotions account. Journal of Cyber Culture and Information Society, 30, 105-131.
Tao, C.-C. (2015). The Internet and friendship networks: Replacement, augmentation, and stimulation. Communication and Society, 34(2), 57-88.
Tao, C.-C. (2011). The role of context in mediated message processing: Cognitive versus situated perspective. Journal of Communication Research and Practice, 1(2), 37-47.
Tao, C.-C. (2011). How do media stimuli receive attention: Salience or relevance? The perspective of cognitive approaches to media. Mass Communication Research, 107, 245-290. (TSSCI)
Tao, C.-C. (2008). A roadmap for research on Second Life. Journal of Cyber Culture and Information Society, 15, 2-16.
Tao, C.-C. (2007). Quantitative, qualitative, or no change: Journalism and communication education in the age of media convergence. Chinese Journal of Communication Research, 11, 59-64. (TSSCI)
【Refereed Conference Papers】
English
David, P., Hsu, Y.-C., & Tao, C.-C. (2019, May). Multitasking boosts productivity and novelty. Paper presented at 69th annual conference of the International Communication Conference, Washington, D.C.
Hsu, S.-H. & Tao, C.-C. (2019, May). Does culture matter? Emotion and attitudes toward same-sex advertisements in western and eastern countries. Paper presented at 69th annual conference of the International Communication Conference, Washington, D.C.
Yu, W.-Y., Wang, Z., & Tao, C.-C. (2019, may). Visual attention to product placements: An eyetracking study. Paper presented at 69th annual conference of the International Communication Conference, Washington, D.C.
Chen, C.-C., Tao, C.-C., Liu, M.T., & LaRose, R. (2018, Automatic processes in selective news exposure among habitual Facebook users in Taiwan. Paper presented at 68th Annual Conference of the International Communication Conference, Prague, Czech.
Hsu, Y., David, P., & Tao, C.-C. (2018, May). Attention allocation to persistent and intermittent tasks in multitasking: Conflicting assessments between self-reports and eye fixations. Paper presented at 68th Annual Conference of the International Communication Conference, Prague, Czech.
Hsu, Y., Wei, R., & Tao, C.-C. (2018, May). Exploring factors accounting for risks to scams on mobile phones: Significance of reciprocal expectancy. Paper presented at 68th Annual Conference of the International Communication Conference, Prague, Czech.
Shen, Y.-Y., Tao, C.-C., Knobloch-Weste, S., & Potter, R. (2018, May). The selective exposure paradox: Prior attitude, eye movements, and attitude polarization. Paper presented at 68th Annual Conference of the International Communication Conference, Prague, Czech.
Yu, W.-Y., Tao, C.-C., & Wang, Z. (2018, May). The word power: Verbal labeling effect of product placements. Paper presented at 68th Annual Conference of the International Communication Conference, Prague, Czech.
Lin, J.-H., Wu, D.-Y., & Tao, C.-C. (2017, may). So scary yet so fun: Unraveling a three factor model of enjoyment of mediated fright through a virtual reality survival horror game. Paper presented at 67th Annual Conference of the International Communication Conference, San Diego, CA.
Tao, C.-C. (2016, June). The impact of multiple Web ads on attention: An eye tracking study. Paper presented at 66th Annual Conference of the International Communication Conference, Fukuoka, Japan.
Lai, C.-H., Tao, C.-C., & Cheng, Y.-C. (2016, June). Did you receive what we provided? A study of the coevolving resource networks after a technological disaster. Paper presented at 66th Annual Conference of the International Communication Conference, Fukuoka, Japan.
Hsu, Y.-C., & Tao, C.-C. (2016, April). Segregation, integration, or isolation: Immigrants’ personal networks and social capital. Paper presented at the International Sunbelt Social Network Conference, Newport Beach, CA.
Zeng, Y.-J. & Tao, C.-C. (2015, August). List or grid? Eye movement assessment of the influence of the presentation format on decision making during Web searching. Paper presented at the 18th European Conferences on Eye Movements, Vienna, Austria.
Tao, C.-C. (2015, August). Using an eye tracker to investigate attentional capture of animated display advertisements: A cognitive control account. Paper presented at the 2015 Annual Conference of the Association for Education in Journalism and Mass Communication, San Francisco, CA.
Lai, C.-H., Y, X., S. B., & Tao, C.-C. (2015, May). A longitudinal investigation of technological affordances for humanitarian organizing. Paper presented at 65th Annual Conference of the International Communication Conference, Puerto Rico.
Tao, C.-C. (2013, November). Network opportunity: The hidden influence of absent ties. Paper presented at the Trends in social network research, Taipei, Taiwan.
Hsy, M.-C. & Tao, C.-C. (2013, August). “Searching” versus “Browsing”: Influence of processing mode on attentional capture. Paper presented at the 17th European Conferences on Eye Movements, Lund, Sweden.
Tao, C.-C. (2013, June). Viewing experience of 3D entertainment technology: A stereopsis perspective. Paper presented at the 63th Annual Conference of the International Communication Association, London, UK.
Tao, C.-C. (2012, May). The role of orienting responses in mediated message processing: Distinction between implicit and explicit automatic processing. Paper presented at the 62th Annual Conference of the International Communication Association, Phoenix, USA.
Tao, C.-C. (2011, August). Attention, eye movements, and memory. Paper presented at the 16th European Conferences on Eye Movements, Marseille, France.
Chiang, Y.-H., & Tao, C.-C. (2010, June & July). The role of communication technology in the formation of friendship: Homophily versus diversification. Paper presented at the International Sunbelt Social Network Conference, Trento, Italy.
Tao, C.-C. (2010, June). Processing emotional stimuli: The competition between positivity and negativity for eye movements and attention. Paper presented at the 60th Annual Conference of the International Communication Association, Singapore.
Tao, C.-C. (2009, May). Processing complex information on the Web: The perceptual load approach. Paper presented at the 59th Annual Conference of the International Communication Association, Chicago, USA.
Kuo, L., Chang, Y., & Tao, C.-C. (2008, July). Conquering the digital divide: The development of woman’s digital skills in Taiwan. Paper presented at the 26th Congress of International Association for Media and Communication Research, Stockholm, Sweden.
Tao, C.-C. (2008, May). “My brain is full!” Storage limit and serial position effects during Web search. Paper presented at the 58th Annual Conference of the International Communication Association, Montreal, Canada.
Tao, C.-C. (2007, August). Cognitive processing during Web search: A cognitive control approach. Paper presented at the 90th Annual Conference of the Association for Education in Journalism and Mass Communication, Washington, D.C.
Tao, C. C. & Bucy, E. P. (2006, June). Conceptualizing media stimuli in experimental research: Psychological versus attribute-based definition. Paper presented at the 56th Annual Conference of the International Communication Association, Information Systems Division, Dresden, Germany.
Tao, C. C. & Bucy, E. P. (2006, June). Searching Google News: Interactivity, emotion, and the moderating role of Internet self-efficacy. Paper presented at the 56th Annual Conference of the International Communication Association, Communication and Technology Division, Dresden, Germany.
Tao, C. C. & Bucy, E. P. (2005, November). The mediated moderation model of interactivity. Paper presented at the 91st Annual Conference of the National Communication Association, Mass Communication Division, Boston, MA.
Beaudoin, C. E. & Tao, C. C. (2005, September). Modeling the influence of the Internet and social capital on cancer-related health outcomes. Paper presented at the 3rd International Conference of Cancer on the Internet, New Orleans.
Tao, C. C. & Bucy, E. P. (2005, May). Capture the effect of interactivity: Examining the influence of third variables on the processing of interactivity. Paper presented at the 55th Annual Conference of the International Communication Association, Information Systems Division, New York City.
Chinese
陶振超（2014.6）。〈分享的力量：網絡機會模式之觀點〉，「2014年中華傳播學會年會學術研討會」論文。台灣，台北。
陶振超（2013.7）。〈行動傳播的動員力量：網絡機會模式之觀點〉，「2013年中華傳播學會年會學術研討會」論文。台灣，台北。
陶振超、黃夙蓮、許涵琇（2012.11）。〈3D影片更吸引人嗎？認知取徑媒體研究之觀點〉，「2012台灣資訊社會學會年會暨學術研討會」論文。台灣，新竹。
陳毅璁、陶振超（2012.7）。〈視若無睹：以知覺負載理論探討電視新聞多資訊成分化對注意力的影響〉，「2012年中華傳播學會年會學術研討會」論文。台灣，台中。
陶振超（2011.7）。〈情緒在媒介訊息處理中扮演的角色：認知取徑媒體研究之觀點〉，「2011年中華傳播學會年會學術研討會」論文。台灣，新竹。
朱穎君、陶振超（2011.7）。〈你玩的遊戲決定你看的廣告─以知覺負載理論探討遊戲內置廣告效果〉，「2011年中華傳播學會年會學術研討會」論文。台灣，新竹。
鄭博文、陶振超（2011.7）。〈人如何處理電視新聞中的多資訊成分？從自動處理機制觀點探討結構特徵對注意力與記憶的影響〉，「2011年中華傳播學會年會學術研討會」論文。台灣，新竹。
張婷華、陶振超（2011.7）。〈悄悄置入你的心：以概念與知覺促發分析產品置入如何影響觀眾記憶〉，「2011年中華傳播學會年會學術研討會」論文。台灣，新竹。
黃品慈、陶振超（2011.5）。〈測量內聚式與橋接式社會資本〉，「台灣海洋文化的吸取、轉承與發展國際研討會」論文。台灣，新竹。
陶振超（2010.7）。〈認知取徑媒體研究：理論發展與未來展望〉，「2010年中華傳播學會年會學術研討會」論文。台灣，嘉義。
許孟琪、陶振超（2010.7）。〈看你想看的廣告！：探討處理模式對廣告效果的影響〉，「2010年中華傳播學會年會學術研討會」論文。台灣，嘉義。
江苡瑄、陶振超（2010.7）。〈「喜新」還是「念舊」？從動態網絡觀點探討Facebook與友誼之間的選擇和影響效果〉，「2010年中華傳播學會年會學術研討會」論文。台灣，嘉義。
許孟琪、陶振超（2009.11）。〈「玩」遊戲，或是「看」遊戲？不同遊戲類型對廣告效果的影響〉，「第六屆台灣資訊社會學會年會暨學術研討會」論文。台灣，新竹。
游婉雲、陶振超（2009.7）。〈從視覺顯著與習慣化探討陳列式廣告注意力效果〉，「2009年中華傳播學會年會學術研討會」論文。台灣，新竹。
陶振超（2008.12）。〈以社會網絡分析探討客家虛擬社群的形成與演進〉，「第二屆台灣客家研究國際研討會」論文。台灣，新竹。
陶振超（2008.11）。〈建立電腦中介傳播的社會網絡模式〉，「第五屆台灣資訊社會學會年會暨學術研討會」論文。台灣，新竹。
李易鴻、陶振超（2008.11）。〈媒介娛樂再定義〉，「第五屆台灣資訊社會學會年會暨學術研討會」論文。台灣，新竹。
【Research Projects】
National Science Council – Principal Investigator
| Period | Research Project Title |
| 2019/08/01-2022/07/31 | 假謠言的偵測、傳佈與控制（108-2410-H-009-043-MY3） |
| 2018/08/01-2019/07/31 | Being moved, appreciation, and enjoyment: The perspective of mixed emotions (107-2410-H-009 -015 -SSS) |
| 2016/08/01-2018/07/31 | Do anonymity and real name lead to differences in political discussion on the Internet? A social network analysis account (105-2410-H-009-021-MY2) |
| 2015/08/01-2016/07/31 | Attentional capture by animated display ads (104-2410-H-009-038-) |
| 2013/08/01-2015/07/31 | Viewing stereoscopic content: A perspective of cognitive approaches to media (102-2410-H-009-021-SS2) |
| 2013/01/01-2013/07/31 | The role of orienting response in mediated message processing (Short-term foreign research) (101-2918-I-009-006) |
| 2011/08/01-2013/07/31 | Attentional narrowing and memory binding: How emotional content influences memory (100-2410-H-009-036-MY2) |
| 2009/08/01-2011/07/31 | The role of emotion in communication processes and effects: The effects of arousal and valence on memory (98-2628-H-009-001-MY2) |
| 2008/08/01-2009/07/31 | A selective attention approach: Processing complex information (97-2628-H-009-001-) |
| 2007/01/01-2007/08/31 | Explicating the definition of media stimuli in experimental research (96-2412-H-009-001-) |
National Science Council – Co-Investigator
| Period | Research Project Title |
| 2016/02/01-2019/01/31 | Communication survey database 2（105-2420-H-004 -035 -SS3） |
| 2016/02/01-2017/01/31 | Game and mobile APP technology consortium （105-2622-8-009-005-TE2） |
| 2014/10/01-2016/12/31 | Communication survey database 1 (IV, V) （103-2420-H-004-033-SS2） |
| 2013/02/01-2016/01/31 | Game technology consortium （102-2218-E-009-006-、103-2218-E-009-002-、104-2218-E-009-002-） |
| 2011/10/01-2014/09/30 | Communication survey database （100-2420-H-004-049-SS3） |
| 2007/08/01-2010/07/31 | Contextualized scientific problem solving digital learning: Cognition, emotion, and problem solving ability （NSC96-2511-S009-004-MY3） |
Former Master Students
| Year | Name | Thesis |
| 101 | Wanyu Fu | Exploring encoding and recall of verbal and imagery integrated information with cartoon spokes-character advertisement: A perspective of multi-component working memory model |
| 101 | Shih-Yin Chen | Citation network analysis of Chinese Journal of Communication Research: The perspective of exponential random graph model (p*) and dynamic model |
| 101 | Yiying Liao | Emotion, attitude, and behavior: The perspective of iterative reprocessing model |
| 101 | Yi-Tsung Chen | The influence of multiple information components of television news on attention: A perceptual load perspective |
| 100 | Chiao-Han Hsu | The influence of emotional content on storage: The perspective of resource allocation and false memory |
| 100 | Ting-Hua Chang | Product placement, priming, and implicit memory |
| 100 | Ying-Jun Chu | How in-game advertising capture attention: the perceptual load approach |
| 100 | Pei-Ying Lin | Eye tracking and user experience: The mediation model of usability |
| 100 | Po-Wen Cheng | Processing multiple information components of television news: Interactions between orienting responses and processing mode |
| 99 | Yi-Hsuan Chiang | Dynamics of the reciprocal process between friendship networks and communication networks |
| 99 | Meng-Chi Hsu | Browsing versus searching: Interactions between processing and attentional capture |
| 99 | Yi-Hong Li | Eliciting the coactivation of positive and negative emotions through Stroop-like paradigm |
| 98 | Chun-Yu Chang | Interactions between online word-of-mouth and ourchase intention using dynamic network analysis: A case study of nb_shopping board of PTT |
| 98 | Chih-Hua Chou | TV campaign advertising in the 2008 Taiwan presidential election: Issues, neagtive attack, and eye contact |
| 98 | Wan-Yun Yu | Cognitive processing of Web display ads: The influence of dynamic structural features on attention and memory |
Former Undergraduate Students
| Year | Name | Topic |
| 101 | Lei Chen Chia-I Cheng Wen-Ling Chen Wen-Jie Lo |
 Join Us website |
| 99 | 楊佳純 | 一眼瞬間－以內隱記憶探討產品置入效果（98年大專生參與專題研究計畫，編號：98-2815-C-009-039-H） |
| 98 | 鄧詠兒 | 網路購物成癮量表 |
| 97 | Tzu-Hui Ma Chenfang Hsieh Su-Lien Huang |
Lets Exchange website uWant website |
【Awards and Honors】
Excellent Young Scholar Grant (2008-2011). National Science Foundation, Taiwan.
Research Fellowship (2005-2006). Ministry of Education, Taiwan.
【Editorial Responsibilities】
Associate Editor, The Information Society, 2008-present.
Associate Editor, Journal of Cyber Culture and Information Society, 2015-current.
【Editorial Boards】
Chinese Journal of Communication Research, 2018-current.
Mass Communication Research, 2017-2018.
Journal of Communication Research and Practice, 2015-2017.