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Jiaying Liu

Affiliated Faculty

Contact Info

Jiaying Liu (Ph.D., University of Pennsylvania) is an Associate Professor at the University of California Santa Barbara and an affiliate faculty in the Department of Communication Studies at UGA. Her research focuses on health communication. Her current projects include utilizing eye-tracking and neuroimaging methods to examine the underlying mechanisms of successful and counterproductive health communication. 

She directs the Communication, Health, and Emerging Media Laboratory (CHARM Lab).

Areas of Expertise:

  • Health communication
  • Persuasion and social influence
  • Message effects
  • Campaign formative research
  • Eye-tracking and neuroimaging methods
  • Social media automated content analysis
  • Tobacco control

Selected Publications:

Liu, J., Phua, J., Krugman, D., Xu, L., Nowak, G., & Popova, L. (2020). Do young adults attend to health warnings in the first IQOS advertisement in the U.S.? An eye-tracking approach. Nicotine & Tobacco Research. DOI: 10.1093/ntr/ntaa243

Liu, J., O’Donnell, M. B., & Falk, E. B. (2020). Deliberation and valence as dissociable components of counterarguing among smokers: Evidence from neuroimaging and quantitative linguistic analysis. Health Communication, Advance online publication. DOI:10.1080/10410236.2020.1712521

Liu, J., Lochbuehler, K., Yang, Q., Gibson, L. A., & Hornik, R. C. (2020). Breadth of media scanning leads to vaping among youth and young adults: Evidence of direct and indirect pathways from a national longitudinal survey. Journal of Health Communication. Advance online publication. DOI: 10.1080/10810730.2019.1709925

Liu, J., Siegel, L., Gibson, L. A., Kim, Y., Binns, S., Emery, S., & Hornik, R. C. (2019). Toward an aggregate, implicit, and dynamic model of norm formation: Capturing large-scale media representations of dynamic descriptive norms through automated and crowdsourced content analysis. Journal of Communication, 69(6), 563–588. DOI:10.1093/joc/jqz033

Liu, J., & Shi, R. (2018). How do online comments affect perceived descriptive norms of e-cigarette use? The role of quasi-statistical sense, valence perceptions, and exposure dosage. Journal of Computer-Mediated Communication. DOI:10.1093/jcmc/zmy021

Liu, J., Zhao, S., Chen, X., Falk, E., & Albarracín, D. (2017). The influence of peer behavior as a function of social cultural closeness: A meta-analysis of normative influence on adolescent smoking initiation and continuation. Psychological Bulletin. DOI: 10.1037/bul0000113

Liu, J., & Hornik, R. (2016). Measuring exposure opportunities: Using exogenous measures in assessing effects of media exposure on smoking outcomes. Communication Methods and Measures. DOI: 10.1080/19312458.2016.1150442


PI: Neuroimaging approaches to improve prediction of smoking initiation and nicotine use escalation among young adult electronic nicotine delivery systems users

K01 Mentored Research Scientist Career Development Award in Tobacco Regulatory Research, National Institute on Drug Abuse & FDA Center for Tobacco Products (2020-2025)

PI: A neuroimaging approach to advance mechanistic understanding of tobacco use escalation risk among young adult African American vapers

R21 Award, National Institute on Drug Abuse (2022-2024)

Articles Featuring Jiaying Liu

Dr. Jiaying Liu has been awarded a Federal R21 grant from the National Institute on Drug Abuse to support a neuroimaging project investigating tobacco use among young adults. The project seeks to identify neurobehavioral markers associated with tobacco use…

The National Institute on Drug Abuse of the National Institutes of Health recently granted a Career Award (K01) to Dr. Jiaying Liu in the Department of Communication Studies. Career Awards are given to researchers to allow time for intensive development and…

Dr. Liu was recently featured on UGA's Office of Research for her work on youth vaping! See it here

The UGA Department of Communication Studies wishes to congratulate Dr. Jiaying Liu, Assistant Professor of Communication Studies, on her selection for UGA’s prestigious Lilly Teaching Fellows program!

Assistant Professor Dr. Jiaying Liu, new to the department of Communication Studies this fall, recently published a robust new meta-analysis revealing that peer influence doubles the risk of adolescent smoking.

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