Interests: health message design and effects, evaluation of public communication campaigns, health information seeking, information disparities affecting vulnerable populations, news effects on health and risk perceptions, and the role of the self in health behavior and persuasive communication.
Web: GMU page
Address: Robinson Hall A 325
Fairfax VA, 22030
Xiaoquan Zhao received his Ph.D. (2005) from the Annenberg School for Communication, the University of Pennsylvania.
The substantive topics of his work include smoking, drug use, cancer, medical adherence, and climate change. Dr. Zhao’s recent projects include research on the effectiveness of graphic warning labels on cigarette packets, message testing for FDA’s youth tobacco prevention campaigns, evaluation of climate change communication campaigns featuring TV meteorologists as message sources, and studies of self-affirmation as a method to reduce resistance to health and risk communication messages. Dr. Zhao’s has published in leading journals both within and outside of the field of communication, such as the Journal of Communication, Human Communication Research, Communication Research, Communication Monographs, Health Communication, Journal of Health Communication, and Nature Climate Change. His work has received support from both public and private foundations. In 2013-2014, he worked as a Tobacco Regulatory Science Fellow at the FDA’s Center for Tobacco Products.
Dr. Zhao joined GMU in fall 2005. The courses he offers include health communication, persuasion, foundations of mass communication, and research methods.
Conclusions: Both humor and fear appeals in TRC appear to have potential to move youth risk perceptions in a favorable direction. Fear appeals may also increase negative smoking attitudes, whereas the effect of humor appeals in this domain is indistinct. Message-targeted emotions play an important role in youth receptivity to these messages and post-exposure risk perceptions and attitudes. In the interest of diversifying message strategy, employment of both types of appeals in the campaign appears justifiable.
Zhao, X., Mao, Q., Kreps, G, Yu, G., Li, Y., Chou, W-Y., Persoskie, A., Nie, X, Xu, Z., Song, M., & Kim, P. (2015). Cancer information seekers in China: A preliminary profile. Journal of Health Communication, 20(5), 616–626. http://doi.org/10.1080/10810730.2015.1012244
Zhao, X., Rolfe-Redding, J., & Kotcher, J. (2014, online first). Partisan differences in the relationship between newspaper coverage and concern over global warming. Public Understanding of Science. Doi: 10.1177/0963662514558992
Zhao, X., Peterson, E., Kim, W., & Rolfe-Redding, J. (2014). Effects of self-affirmation on daily vs. occasional smokers’ responses to graphic warning labels. Communication Research, 41(8), 1137-1158. doi: 10.1177/0093650212465433
Zhao, X., Nan, X., Yang, B., & Iles, I. A. (2014). Cigarette warning labels: Graphics, framing, and identity. Health Education, 114(2), 101–117. doi:10.1108/HE-06-2013-0024
Zhao, X. (2012). Personal values and environmental concern in China and the US: The mediating role of informational media use. Communication Monographs, 79, 137-159. doi:10.1080/03637751.2012.672999
COMM 230- Case Studies in Persuasion
COMM 400- Introduction to Communication Research
COMM 302- Foundations of Mass Communication
COMM 430- Persuasion
COMM 600- Research Methods
COMM 620- Health Communication
COMM 632- Persuasion
COMM 750- Advanced Research Methods
Thursday April 27, 2017
Fair Lakes Hyatt, Fairfax, VA
Organized by GMU Department of Communication