Her research focuses on the role of emotion and identity in the contexts of communication strategy effectiveness and health communication. Dr. Pounders is especially interested in the role that emotion and gender identity play in understanding women’s reactions to persuasion strategy and health issues. Other areas of interest include motivation and information processing. She has published work in the Journal of Academy of Marketing Science, Journal of Advertising, Journal of Advertising Research, Journal of Health Psychology, Psychology and Marketing, Journal of Current Issues in Advertising, European Journal of Marketing, Journal of Medical Internet Research, and the Journal of Communications in Healthcare. She is also a member of the Association for Consumer Research, the Academy of Marketing Science, and the American Academy of Advertising.