Morris joined the college faculty in 1984. He began his advertising career in 1968, and has worked for several agencies, including Nicholson-Morris, Doyle Dane Bernbach and Dancer Fitzgerald Sample. He earned his Ph.D. from the University of Florida. His research has appeared in Journal of Advertising Research, Educational Technology, International Journal of Instructional Media, and in the Proceedings of the American Academy of Advertising and The Association for Consumer Research, among others.
The last several years, he has developed a model for analyzing emotional response to marketing communications.