Bo Yang

Interests

Teaching

public relations; persuasion

Research

persuasion; social influence; health communication

Courses

Scholarly Contributions

Chapters

• Nan, X., Iles, I., & Yang, B. (2014).

  Warning labels: Cigarettes

  . In Encyclopedia of Health Communication. SAGE.
• Nan, X., Yang, B., & Iles, I. (2014).

  Nutrition and Diet

  . In Encyclopedia of Health Communication.

Journals/Publications

• Li, Y., & Yang, B. (2025).

  Pathways from sexual stigma to mpox preventive intentions: A mediation analysis guided by the reasoned action approach.

  . AIDS and Behavior.
• Ntansah, C., Popova, L., Hardin, J., Sterling, K., Reynolds, R., Hackworth, E., Ashley, D., Henderson, K., Yang, B., & Thrasher, J. (2025).

  Assessing the Impact of Messages about Reduced Nicotine Cigar Products among People Who Use Little Cigars and Cigarillos: Insights from a Discrete Choice Experiment

  . Nicotine and Tobacco Research, 27(Issue 8). doi:10.1093/ntr/ntaf012
  More info

  Introduction The US Food and Drug Administration's (FDA) pursuit of a low nicotine standard for cigarettes raises concerns that a focus on cigarettes may encourage people to use other combusted tobacco products, undermining the policy's effectiveness. The FDA is considering expanding the policy to include cigar products, which will require effective messages for people who use those products. Aims and Methods In 2022, a discrete choice experiment was conducted with African American males and females and White males and females. Participants (n = 1722), aged 18-44 years and who had smoked little cigars and cigarillos (LCCs) in the past 30 days, evaluated seven message attributes about reduced nicotine content (RNC) LCCs (presence or absence of information on source, chemicals, harm, nicotine, addiction, quitting efficacy, and enjoyment) across 20 choice sets. Participants assessed two of three outcomes: affect toward the policy, perceived harm of RNC LCCs, and motivation to quit smoking LCCs. Results Messages listing the FDA as the source were selected as eliciting more positive affect toward the policy, increasing perceived harm and motivation to quit smoking LCCs. Source was the most influential attribute for selecting messages in terms of positive affect toward the policy and motivation to quit. Chemicals and harm attributes had the most substantial effect on selecting messages as increasing perceived harm. Conclusions Citing the FDA as a source may improve the perceived effectiveness of RNC communications for people who use LCCs. Misperceptions about presumed lower harms of RNC products can be corrected with information about their harm and chemical properties. Implications Our findings among people who use LCCs suggest that source information shown as the FDA logo can increase message effectiveness while also influencing risk perceptions and motivation to quit smoking LCCs. To address misperceptions about RNC LCC harms, educational messages should particularly consider incorporating information about chemicals and harms.
• Pei, D., Reynolds, R., Ntansah, C., Hackworth, E., Henderson, K., Yang, B., Duong, H., Ashley, D., Thrasher, J., & Popova, L. (2025).

  Independent and combined effects of very low nicotine cigarette messages and e-cigarette messages: A randomised clinical trial

  . Tobacco Control. doi:10.1136/tc-2023-058556
  More info

  Background: USA is considering reducing nicotine in cigarettes to non-addictive levels, coupled with promoting alternative nicotine delivery products (eg, e-cigarettes). However, effective communication is needed to reduce misperceptions about very low nicotine cigarettes (VLNCs) being less harmful than regular cigarettes. Methods: In 2022-2023, we conducted a four-group randomised clinical trial with a national probability sample from an online panel (971 adults who smoked cigarettes exclusively, 472 adults who dual used cigarettes and e-cigarettes and 458 adults aged 18-29 who had never smoked). Participants were randomised (parallel assignment) to one message condition: (1) VLNCs as harmful but easier to quit than regular cigarettes (n=468), (2) those who are not ready to quit should consider switching to e-cigarettes as less harmful alternatives (n=484), (3) combined (VLNC and e-cigarette messages; n=476) or (4) control condition (ie, water ads), n=473. The primary outcome was perceived absolute harm of VLNCs. Results: Perceived harm of VLNCs was higher in the VLNC condition compared with the e-cigarette and control conditions, and higher in the combined condition compared with the e-cigarette condition (adjusted p
• Reynolds, R., Popova, L., Yang, B., Louviere, J., & Thrasher, J. (2025).

  Discrete choice experiments: a primer for the communication researcher

  . Frontiers in Communication, 10(Issue). doi:10.3389/fcomm.2025.1385422
  More info

  Experiments are widely used in communication research to help establish cause and effect, however, studies published in communication journals rarely use discrete choice experiments (DCEs). DCEs have become a mainstay in fields such as behavioral economics, medicine, and public policy, and can be used to enhance research on the effects of message attributes across a wide range of domains and modalities. DCEs are powerful for disentangling the influence of many message attributes with modest sample sizes and participant burden. The benefits of DCEs result from multiple design elements including stimulus sets that elicit direct comparisons, blocked and/or fractional factorial structures, and a wide range of analytic options. Though sophisticated, the tools necessary to implement a DCE are freely available, and this article provides resources to communication scholars and practitioners seeking to add DCEs to their own methodological repertoire.
• Yang, B., Li, Y., & Zhao, Y. (2025).

  Extending the Theory of Normative Social Behavior to U.S. Gay and Bisexual Men: Testing How Perceived Social Norms are Related to Mpox Preventive Intentions

  . Communication Reports. doi:10.1080/08934215.2025.2531775
  More info

  We applied the theory of normative social behavior (TNSB) to examine how perceived norms are related to mpox preventive intentions among U.S. gay and bisexual men (GBM). An online survey (439 GBM) at the 2022 outbreak peak found that injunctive norms of GBM in general were positively associated with intentions to perform three preventive behaviors. Descriptive norm-intention relationships were moderated by injunctive norms of both GBM friends and GBM in general but only injunctive norms of GBM friends aligned with TNSB predictions. Higher perceived benefits to self strengthened the link between injunctive norms of GBM friends and intentions to avoid contact with infected objects. Benefits to others and GBM community connectedness did not interact with any norms. Implications were discussed.
• Yang, B., Li, Y., Choi, Y., & Gahler, H. (2025).

  Sexual Stigma, Descriptive Norms, and U.S. Gay and Bisexual Men’s Intentions to Perform Mpox Preventive Behaviors

  . Health Communication, 40(Issue 11). doi:10.1080/10410236.2024.2448528
  More info

  Based on the theory of normative social behavior, this research investigated the moderating role of three forms of sexual stigma–enacted, felt, and internalized–in the relationship between perceived descriptive norms and intentions of gay and bisexual men to engage in three preventive behaviors during the 2022 mpox outbreak in the U.S. Through an online survey conducted among 439 gay and bisexual men in September 2022, we observed that participants’ perceived descriptive norms regarding mpox preventive behaviors among gay and bisexual male friends and among gay and bisexual men in general were both positively related to their intentions to adopt the recommended mpox preventive behaviors. However, these norm-intention associations were moderated by sexual stigma. Specifically, the positive associations between friend descriptive norms and intentions were significant only when participants held low internalized sexual stigma. Except for the behavior of practicing hand hygiene, the positive associations between general descriptive norms and intentions were significant only when participants held low felt sexual stigma. Enacted sexual stigma did not interact with either perceived descriptive norms among friends or those among gay or bisexual men in general. Theoretical and practical implications of the study are discussed in the end.
• Ntansah, C. A., Hackworth, E. E., Henderson, K. C., Reynolds, R. M., Yang, B., Ashley, D. L., Duong, H. T., Thrasher, J. F., & Popova, L. (2024).

  Reactions to Messages About a Nicotine Reduction Policy: A Focus Group Study Among People Who Use Little Cigars and Cigarillos

  . Nicotine and Tobacco Research, 26(1), 87-93. doi:10.1093/ntr/ntad155
  More info

  Introduction: The U.S. Food and Drug Administration (FDA) has proposed rulemaking to reduce the nicotine content in cigarettes and other combusted tobacco products to non-addictive levels. This qualitative study documents reactions to messages communicating this policy among people who use little cigars and cigarillos (LCCs). Aims and Methods: We conducted eight focus groups with participants from four populations with the highest prevalence of cigar use (African American males and females, white males and females). Participants described their reactions to eight messages about the policy: Three messages about the equal risk of LCCs with regular and low nicotine levels; three quit efficacy messages about low nicotine LCCs being easier to quit; one “compensation” message to correct misperceptions about the policy causing people to smoke more to get desired nicotine; and one message about using alternative nicotine sources (eg, e-cigarettes). Results: Participants perceived risk messages as the most motivating to quit, whereas efficacy messages made some participants feel that the policy would cause former users of LCCs to relapse. Many participants expressed favorable responses to the compensation message. The message about using alternative nicotine sources sparked intense responses, with many participants expressing outrage and mistrust of the message. Participants’ beliefs that they were not addicted to LCCs dampened their perceptions of the effectiveness of the policy. Conclusions: Perceptions of the addictiveness and relative harms of LCCS influenced responses to policy messages. The FDA should consider using different messages to communicate with people who use LCCs because they perceive LCCs as different from cigarettes. Implications: This is the first study to document affective and cognitive responses to the FDA’s reduced nicotine policy among people who use LCCs. The false belief that cigar products are less harmful than cigarettes may be influencing people’s lack of support for the reduced nicotine policy and difficulty in understanding its potential positive impact. To maximize the public health benefit of the reduced nicotine policy, the FDA should include LCC products in the policy; however, it is crucial that they use educational messaging to clarify misperceptions regarding nicotine and harm as it applies to LCCs.
• Reynolds, R., Popova, L., Ashley, D., Henderson, K., Ntansah, C., Yang, B., Hackworth, E., Hardin, J., & Thrasher, J. (2024).

  Messaging about very low nicotine cigarettes (VLNCs) to influence policy attitudes, harm perceptions and smoking motivations: a discrete choice experiment

  . Tobacco Control, 33(3). doi:10.1136/tc-2022-057577
  More info

  Background To reduce smoking and the harms it causes, countries, including the USA, are considering policies to reduce nicotine in combustible tobacco to minimally addictive levels. Effective messages about very low nicotine cigarettes (VLNCs) and this policy are crucial in combating misperceptions threatening the policy’s effectiveness. Data and methods A discrete choice experiment assessed messages about VLNCs. Participants were 590 adults who smoked exclusively, 379 adults who both smoked and used e-cigarettes, 443 adults who formerly smoked and 351 young adults who never smoked (total n=1763). Seven message attributes were varied systematically (source, harm, chemicals, nicotine, satisfaction, addictiveness and quitting efficacy). Outcomes were selection of messages that generated the most positive attitude towards reduced nicotine policy, the greatest perceived harmfulness of VLNCs, and most strongly motivated quitting and initiating behaviour for VLNCs. Results Information about specific harms and chemicals of VLNCs had the largest effects on selection of messages as eliciting more negative attitudes towards VLNCs policy, increasing perceived VLNC harmfulness, increasing motivation to quit VLNCs and decreasing motivation to try VLNCs. Messages with information about quitting efficacy were selected as more motivating to quit among those who smoke, but also more motivating to try VLNCs among those who do not smoke. Conclusion Harm and chemical information can be prioritised to ensure VLNCs are not misperceived as less harmful than regular cigarettes. Messages about increased quitting efficacy and reduced addictiveness associated with VLNCs may backfire if presented to those who do not smoke.
• Reynolds, R., Trasher, J., Yang, B., Henderson, K., Ashley, D., Hackworth, E., Ntansah, C., Pei, D., & Popova, L. (2024).

  Perceptions of a reduced nicotine policy and predictors of policy support: A nationally representative U.S. survey

  . Preventive Medicine, 184(Issue). doi:10.1016/j.ypmed.2024.107952
  More info

  Background: The U.S. Food and Drug Administration is considering a policy to reduce nicotine in cigarettes to non-addictive levels. Although current evidence supports the public-health benefits of a reduced-nicotine policy, almost half of people who smoke (∼ 40%) do not support the policy. This study estimates the factors most strongly associated with support or opposition toward the policy, including tobacco use status, perceived effects of a reduced nicotine policy, trust in the FDA, and psychological distress. The study aims to inform messaging campaigns and policy makers. Methods: Data were collected in 2021 with nationally representative samples of U.S. adults (n = 1763). After receiving information about the reduced nicotine policy, participants indicated their beliefs and support for or opposition to the policy, along with other individual difference characteristics. Univariate population parameters and multinomial logistic regression coefficients were estimated. Results: In adjusted models, people who formerly or never smoked were less likely to oppose the policy compared to those who currently smoke; people with higher psychological distress and those who believe the policy will promote switching to e-cigarettes were more likely to oppose the policy. In addition, people were more likely to support the policy if they believed it would make quitting easier or that the FDA is trustworthy. Conclusions: Educational campaigns about reduced nicotine policy should expect higher impact by targeting prevalent perceptions and those more strongly associated with policy sentiment. In anticipation of the policy rollout, there may be a critical window to shape public opinion.
• Yang, B., Li, Y., Teran, L., Choi, E., & Choi, Y. (2024).

  COVID-19 Vaccines #ForYou: Analyzing COVID-19 Vaccine Videos on TikTok During the Early Phase of the Vaccine Rollout in the U.S.

  . Health Communication, 39(Issue 8), 1-12. doi:10.1080/10410236.2023.2227431
  More info

  This study examined COVID-19 vaccine videos on TikTok (n = 216 collected in March 2021) during the early days of the vaccine rollout in the U.S., including video source, overall stance toward COVID-19 vaccines, Health Belief Model (HBM)-related content, message features (i.e. humor, video type, message sensation value, on-screen text, and unoriginal sound), and user engagement indices (number of views, shares, comments, and likes). Regarding source, health professionals and general users were two of the main sources, which varied depending on video stance. Pro-vaccine videos occurred the most often from health professionals whereas anti-vaccine videos occurred the most often from general users. Health professionals (vs. general users) generated more views, shares, comments, and likes. Regarding stance, we found more pro- than anti-vaccine videos (57.9% vs. 37.5%). Stance was not related with any user engagement index. Though many videos were pro-vaccine, the content corresponding to HBM-specified factors, which likely facilitate a positive behavioral change, was largely lacking, such as mentions of COVID-19 severity (5.6%), susceptibility (2.8%) and information boosting vaccination self-efficacy (3.7%). Mentions of side effects (34%) emerged as the major vaccination barrier. HBM-related mentions were not related with any user engagement index. COVID-19 vaccine videos used several features, which varied across stance. Pro-vaccine videos featured more musical performance, while anti-vaccine videos used more humor, playacting, sound effects, and unoriginal sound. Several message features (e.g. humor and on-screen text) were positively associated with users’ engagement with a video. Practical and theoretical implications of the findings are discussed.
• Hackworth, E. E., Ntansah, C. A., Henderson, K. C., Pei, D., Reynolds, R. M., Duong, H. T., Yang, B., Ashley, D. L., Thrasher, J. F., & Popova, L. (2023).

  “I Crave a Blunt, I Don’t Crave a Cigarillo”: A Focus Group Study on Perceptions of Nicotine and Addiction among US Adults Who Currently Smoke Little Cigars or Cigarillos

  . International Journal of Environmental Research and Public Health, 20(6), 5086. doi:10.3390/ijerph20065086
  More info

  While the US Food and Drug Administration (FDA)’s proposal to reduce the nicotine content in cigarettes is gaining traction, it is still undetermined whether the policy will also include other combustible tobacco products, such as little cigars and cigarillos (LCCs), and how such a policy should be communicated given the patterns of use and perceptions around LCCs. This study examined perceptions of nicotine and addiction related to LCC use and involved data collection from eight semi-structured virtual focus groups conducted in Summer 2021 in the US. Participants were adults who reported past-30-day use of LCCs, consisting of African American males (n = 9), African American females (n = 9), white males (n = 14), and white females (n = 11). Participants discussed their perceptions of nicotine and addiction in general and in relation to LCC use. Inductive thematic analysis of transcripts was conducted. Differences across race and sex groups were examined. Participants did not consider nicotine to be a characterizing feature of LCCs; rather, they generally associated nicotine with cigarettes. Participants’ views of nicotine and addiction related to LCCs were discussed along four dimensions: context of use, frequency of use, the presence of cravings, and whether a product is modified (e.g., by adding marijuana). Social and infrequent use, a lack of cravings, and the use of LCCs for marijuana were considered indicative of a lack of addiction and reasons not to be concerned about nicotine in LCCs. Because perceptions of nicotine and addiction related to LCCs differ from those of cigarettes, communications about a reduced nicotine policy that includes LCCs should consider these differences to ensure the policy is understood by people who currently use LCCs and to prevent people who use cigarettes from switching to LCCs.
• Yang, B., Li, Y., Yan, K., Choi, Y., & Bennett-Jones, B. (2023).

  Analyzing U.S. State Governments’ COVID-19 Homepages during the Initial Lockdown in March and April 2020: Information Content and Interactivity

  . Health Communication, 38(Issue 7). doi:10.1080/10410236.2021.2007574
  More info

  During times of a pandemic, government emergency response webpages are an important communication channel and if properly managed, will mitigate pandemic impacts. Guided by the Crisis and Emergency Risk Communication (CERC) framework and web interactivity literature, this study examined the information content and interactivity of U.S. state governments’ COVID-19 homepages when many states declared stay-at-home orders in March or April of 2020. Using a web archive service, we retrieved 48 state governments’ COVID-19 homepages. Three coders coded these pages for the presence or absence of information content on five dimensions (timely updates, sensemaking information, efficacy information, targeted guidance, and anti-stigma communication) and interactivity on four dimensions (accessibility, navigability, media richness, and engagement). Results revealed that a large proportion of state governments’ COVID-19 homepages provided timely information facilitating people’s understanding of the pandemic. Yet, there were some information gaps regarding how to cope with the pandemic or its related problems, such as mental stress and social discrimination. While many COVID-19 homepages allowed easy navigation, page engagement and accessibility seemed inadequate. U.S. state governments’ COVID-19 homepages could be a good source for sensemaking. Practitioners and researchers should explore how to better harness interactive Internet technologies and present information that fosters people’s efficacy to manage through the pandemic.
• Henderson, K. C., Loud, E. E., Duong, H. T., Reynolds, R. M., Yang, B., Ntansah, C. A., Ashley, D. L., Thrasher, J. F., & Popova, L. (2022).

  Perceptions of Nicotine Reduction Policy in the United States: A Qualitative Study

  . Nicotine & Tobacco Research, 24(9), 1422-1429. doi:10.1093/ntr/ntac071
  More info

  Introduction: Several countries are considering a reduced nicotine policy that would make cigarettes minimally or nonaddictive. This qualitative study documents reactions to the policy that should be addressed by future communication efforts. Methods: In 2020, we recruited participants in Atlanta, GA and San Francisco, CA (27 people who exclusively smoke, 25 who dual use cigarettes and e-cigarettes, 32 who formerly smoked, and 31 young adults who do not smoke). We held 16 focus groups: 2 focus groups for each smoking status in each city. Participants viewed messages about very low nicotine content cigarettes (VLNCs) and were asked about their reactions to each message and their overall response to the reduced nicotine policy. Results: While responses to the policy were predominantly positive, focus group discussion also revealed concerns, questions, and misunderstandings (referred to here collectively as "perceptions") that may need to be addressed if a reduced nicotine policy is enacted. Participants expressed perceptions related to the policy intent, including that the FDA has ulterior motives, adoption/ implementation, including that nicotine would have to be replaced with other chemicals if removed or that the policy would be unfeasible to implement, and effectiveness, including concern that VLNCs would still be addictive or the policy would backfire. Conclusions: Addressing perceptions about reduced nicotine policy intent, adoption/implementation, and effectiveness could be key in creating public support and political motivation to move forward with such a policy. Countries contemplating adopting such a policy should consider pairing it with communications that address these perceptions. Implications: This study is one of very few to use qualitative methods to explore potentially problematic perceptions about nicotine reduction policy among US adults. Results illuminated new policy-specific concerns, questions, and misunderstandings about the reduced nicotine policy intent, adoption/implementation, and effectiveness. Identifying, studying, and addressing relevant perceptions may play a key role in generating support in countries contemplating such a policy.
• Li, Y., Yang, B., Henderson, K., & Popova, L. (2022).

  A Content Analysis of U.S. Adults’ Open-Ended Responses to E-Cigarette Risk Messages

  . Health Communication, 37(Issue 3). doi:10.1080/10410236.2020.1837427
  More info

  To better understand the processing of e-cigarette prevention messages, we conducted a content analysis of 1,968 participants’ open-ended responses to one of four messages, which focused on industry manipulation (Big tobacco), financial and psychological cost of vaping (Can’t afford), harmful chemicals in e-cigarettes (Formaldehyde), or uncertainty about the ingredients of e-liquids (Top secret). Health Belief Model (HBM) and perceived message effectiveness (PME) constructs were coded and the frequency of each variable was compared across message conditions. Among the HBM constructs, perceived health threat had the most mentions overall (38.8%). Self-efficacy of staying away from vaping had the fewest mentions across all messages (0.56%). For PME, participants more frequently mentioned message perceptions (15.75% positive message perceptions, 8.38% negative) than effect perceptions (3.46% positive effect perceptions, 1.37% negative). Big tobacco received the highest number of mentions for positive message perceptions and Formaldehyde received the highest number of mentions for positive effect perceptions. Future anti-vaping messages are recommended to address the efficacy element and to combine different themes to communicate harms of e-cigarettes.
• Nan, X., Iles, I. A., Yang, B., & Ma, Z. (2022).

  Public Health Messaging during the COVID-19 Pandemic and Beyond: Lessons from Communication Science

  . Health Communication, 37(1), 1-19. doi:10.1080/10410236.2021.1994910
  More info

  The COVID-19 pandemic has made it clear that effective public health messaging is an indispensable component of a robust pandemic response system. In this article, we review decades of research from the interdisciplinary field of communication science and provide evidence-based recommendations for COVID-19 public health messaging. We take a principled approach by systematically examining the communication process, focusing on decisions about what to say in a message (i.e., message content) and how to say it (i.e., message executions), and how these decisions impact message persuasiveness. Following a synthesis of each major line of literature, we discuss how science-based principles of message design can be used in COVID-19 public health messaging. Additionally, we identify emerging challenges for public health messaging during the COVID-19 pandemic and discuss possible remedies. We conclude that communication science offers promising public health messaging strategies for combatting COVID-19 and future pandemics.
• Yang, B., Massey, Z. B., & Popova, L. (2022).

  Effects of modified risk tobacco product claims on consumer comprehension and risk perceptions of IQOS.

  . Tobacco control, 31(1), tobaccocontrol-2020-056191. doi:10.1136/tobaccocontrol-2020-056191
  More info

  Tobacco industry studies on consumers' perceptions of modified risk claims (MRCs) often had important omissions (eg, no control group, not investigating whether consumers understand what 'switching completely' means). This study examined the effects of IQOS MRCs on risk perceptions and behavioural intentions..Based on tobacco companies' MRCs, we manipulated three MRC language features: explanation about 'switching completely' (absent vs present), number of diseases (single vs multiple) and language certainty (hypothetical vs certain). In an online experiment, we randomised 1523 US adult current smokers and 1391 young adult non-smokers to 1 of 9 conditions following a 2×2×2+1 control design. People reported their comprehension of 'switching completely', IQOS risk perceptions and behavioural intentions after message exposure..More smokers exposed to MRCs that included an explanation about 'switching completely' (22.2%) (vs explanation absent (11.2%) and control (10.7%)) mentioned that 'switching completely' meant smoking 0 cigarettes. Compared with the control, several MRCs (eg, certain language) produced lower perceived risk of IQOS, including for diseases not mentioned in the MRCs. MRCs using certain and hypothetical language did not differ on any outcomes. MRCs highlighting reduced risk for a single disease and multiple diseases did not differ on any outcomes. MRCs did not influence behavioural intentions..The Food and Drug Administration should ensure that consumers understand what 'switching completely' means in an MRC and recognize that some language features may mislead consumers into believing that a product reduces the risk of diseases not mentioned in an MRC.
• Churchill, V., Nyman, A. L., Weaver, S. R., Yang, B., Huang, J., & Popova, L. (2021).

  Perceived risk of electronic cigarettes compared with combustible cigarettes: Direct versus indirect questioning

  . Tobacco Control, 30(4), 443--445.
• Li, Y., Yang, B., & Chen, B. (2021).

  LGB tobacco control: Do health belief model constructs predict tobacco use intentions differently between LGB and heterosexual individuals?

  . International Journal of Environmental Research and Public Health, 18(13), 7008.
• Yang, B., & Jiang, S. (2021).

  Intentions to seek information about e-cigarettes: Perceived risk, efficacy, and smoking identity

  . Journal of Health Communication, 26(5), 339--349.
• Yang, B., Barbati, J. L., & Choi, Y. (2021).

  Will e-cigarette modified risk messages with a nicotine warning polarize smokers? Beliefs about the efficacy of switching completely to e-cigarettes in reducing smoking-related risks?

  . International Journal of Environmental Research and Public Health, 18(11), 6094.
• Li, Y., Yang, B., Owusu, D., & Popova, L. (2020).

  Higher negative emotions in response to cigarette pictorial warning labels predict higher quit intentions among smokers

  . Tobacco Control, 29(5), 496--501.
• Massey, Z. B., Li, Y., Holli, J., Churchill, V., Yang, B., Henderson, K., Ashley, D. L., Huang, J., & Popova, L. (2020).

  Modifications to electronic nicotine delivery systems: Content analysis of youtube videos

  . Journal of Medical Internet Research, 22(6), e17104.
• Owusu, D., Lawley, R., Yang, B., Henderson, K., Bethea, B., LaRose, C., Stallworth, S., & Popova, L. (2020).

  "The lesser devil you don't know": A qualitative study of smokers' responses to messages communicating comparative risk of electronic and combusted cigarettes

  . Tobacco Control, 29, 217-223.
• Spears, C. A., Jones, D. M., Weaver, S. R., Yang, B., Pechacek, T. F., & Eriksen, M. P. (2020).

  Use of and perceptions about electronic nicotine delivery systems (ENDS) among people with mental health conditions or serious psychological distress, 2018

  . Drug and Alcohol Dependence, 212, 108049.
• Yang, B., & Nan, X. (2020).

  Self-Affirmation moderates self-congruency effect in health messaging

  . Health Communication, 35(11), 1359--1367.
• Yang, B., & Popova, L. (2020).

  Communicating risk differences between electronic and combusted cigarettes: The role of the FDA-mandated addiction warning and a nicotine fact sheet

  . Tobacco Control, 29(6), 663--671.
• Nan, X., & Yang, B. (2019). Self-Affirmation Moderates Self-Congruency Effect in Health Messaging. Health Communication, 35(11), 1359-1367. doi:10.1080/10410236.2019.1636338
  More info

  Previous research found that health risk messages framed to be congruent with people’s independent or interdependent self-construal were not consistently more effective than incongruent messages. We argue that people potentially process the self-construal congruent health risk messages in a biased manner. To test this proposition, we examined the role of self-affirmation, which is expected to reduce defensive processing, in college nonsmokers’ responses to an antismoking message congruent vs. incongruent with their dominant self-construals. Results from an online experiment suggested that self-affirmation moderated the self-congruency effect. Specifically, among college nonsmokers endorsing a dominant interdependent self-construal, self-congruency effect emerged only when the group was engaged in self-affirmation. Among college nonsmokers endorsing a dominant independent self-construal, with no prior affirmation, the group reported self-incongruent messages better than the self-congruent messages. After being engaged in self-affirmation, the group reported similar effects for self-congruent and self-incongruent messages. Theoretical and practical implications of our findings are discussed.
• Owusu, D., Weaver, S. R., Yang, B., Ashley, D. L., & Popova, L. (2019).

  Trends in trust in the sources of health information on e-cigarettes among US adults, 2015--2017

  . American Journal of Public Health, 109(1), 145--147.
• Popova, L., Owusu, D., Nyman, A. L., Weaver, S. R., Yang, B., Huang, J., & Ashley, D. L. (2019).

  Effects of framing nicotine reduction in cigarettes on anticipated tobacco product use intentions and risk perceptions among US adult smokers

  . Nicotine and Tobacco Research, 21(Supplement\_1), S108--S116.
• Spears, C. A., Jones, D. M., Weaver, S. R., Huang, J., Yang, B., Pechacek, T. F., & Eriksen, M. P. (2019).

  Sociodemographic correlates of electronic nicotine delivery systems (ENDS) use in the United States, 2016--2017

  . American Journal of Public Health, 109(9), 1224--1232.
• Spears, C. A., Jones, D. M., Weaver, S. R., Yang, B., Pechacek, T. F., & Eriksen, M. P. (2019).

  Electronic nicotine delivery system (ENDS) use in relation to mental health conditions, past-month serious psychological distress and cigarette smoking status, 2017

  . Addiction, 114(2), 315--325.
• Yang, B., & Nan, X. (2019).

  Influence of norm-based messages on college students' binge drinking intentions: Considering norm type, regulatory mode, and level of alcohol consumption

  . Health Communication, 34(14), 1711--1720.
• Yang, B., Liu, J., & Popova, L. (2019).

  Feeling hopeful motivates change: Emotional responses to messages communicating comparative risk of electronic cigarettes and combusted cigarettes

  . Health Education & Behavior, 46(3), 471--483.
• Yang, B., Owusu, D., & Popova, L. (2019).

  Testing messages about comparative risk of electronic cigarettes and combusted cigarettes

  . Tobacco Control, 28(4), 440--448.
• Yang, B., Owusu, D., & Popova, L. (2020).

  Effects of a nicotine fact sheet on perceived risk of nicotine and e-cigarettes and intentions to seek information about and use e-cigarettes

  . International Journal of Environmental Research and Public Health, 17(1), 131.
• Yang, B., Spears, C. A., & Popova, L. (2019).

  Psychological distress and responses to comparative risk messages about electronic and combusted cigarettes

  . Addictive Behaviors, 91, 141--148.
• Zhao, X., Yang, B., & Wong, C. (2019).

  Analyzing trend for US immigrants' health engagement from 2008 to 2013

  . Health Communication, 34(11), 1259--1269.
• Yang, B. (2018).

  The moderating role of close versus distal peer injunctive norms and interdependent self-construal in the effects of descriptive norms on college drinking

  . Health Communication, 33(6), 762--770.
• Yang, B., & Zhao, X. (2018).

  TV, social media, and college students' binge drinking intentions: Moderated mediation models

  . Journal of Health Communication, 23(1), 61--71.
• Yang, B., Liu, J., & Popova, L. (2018).

  Targeted versus nontargeted communication about electronic nicotine delivery systems in three smoker groups

  . International Journal of Environmental Research and Public Health, 15(10), 2071.
• Yang, B., Zhao, X., & Nan, X. (2017).

  Persuasiveness of anti-smoking messages: Self-Construal and message focus

  . Health Education.
• Nan, X., Zhao, X., Yang, B., & Iles, I. (2015).

  Effectiveness of cigarette warning labels: Examining the impact of graphics, message framing, and temporal framing

  . Health Communication, 30(1), 81--89.
• Zhao, X., Nan, X., Iles, I. A., & Yang, B. (2015).

  Temporal framing and consideration of future consequences: Effects on smokers' and at-risk nonsmokers' responses to cigarette health warnings

  . Health Communication, 30(2), 175--185.
• Zhao, X., Nan, X., Yang, B., & Iles, I. A. (2014).

  Cigarette warning labels: Graphics, framing, and identity

  . Health Education.

Presentations

• Li, Y., & Yang, B. (2025, May).

  #ParTy&Play: How exposure to "chemsex" content on popular gay dating app normalizes and encourages drug use

  . biannual conference of the D.C. Health Communication Conference.
• Li, Y., & Yang, B. (2025, May).

  Promoting mpox preventive behaviors among GBMSM communities: Integrating stigma and reasoned action approach

  . biannual conference of the D.C. Health Communication Conference.
• Li, Y., & Yang, B. (2025, November).

  The role of cultural worldviews and emotions in predicting mpox risk perceptions among gay and bisexual men

  . annual conference of the National Communication Association (Health Communication Division). online: International Communication Association (Health Communication Division).
• Ntansah, C., Hackworth, E., Popova, L., Reynolds, R., Yang, B., Henderson, K., Ashley, D., Sterling, K., & Thrasher, J. (2025, March).

  Predictors of support for a reduced nicotine policy among people who use little cigar and cigarillos

  . annual conference of the Society for Research on Nicotine & Tobacco.
• Yang, B. (2025, June).

  Consideration of future and immediate consequences and responses to descriptive versus injunctive norm-based antidrinking messages

  . annual conference of the International Communication Association (Information Systems Division). online: International Communication Association (Health Communication Division).
• Yang, B., Li, Y., & Zhao, Y. (2025, June).

  Collective efficacy matters: Examining self and collective efficacy in the risk perception attitude framework for mpox prevention among U.S. gay and bisexual men

  . annual conference of the International Communication Association (Health Communication Division). online: International Communication Association (Health Communication Division).
• Li, Y., Yang, B., & Samp, J. (2024, November).

  Examining third parties’ emotional and cognitive reactions to gaslighting behaviors in romantic and workplace contexts: Two quasi-experimental studies

  . annual conference of the National Communication Association (Interpersonal Communication Division).
• Ntansah, C., Reynolds, R., Hackworth, E., Henderson, K., Yang, B., Ashley, D., Popova, L., & Thrasher, J. (2024, March).

  Assessing the impact of messages about reduced nicotine cigars products among little cigar and cigarillo users: A discrete choice experiment

  . annual conference of the Society for Research on Nicotine & Tobacco.
• Pei, D., Reynolds, R., Ntansah, C., Hackworth, E., Henderson, K., Yang, B., Duong, H., Ashley, D., Thrasher, J., & Popova, L. (2024, March).

  Effects of messages about very low nicotine cigarettes alone and in combination with messages about e-cigarettes: Findings from a randomized clinical trial

  . annual conference of the Society for Research on Nicotine & Tobacco.
• Pei, D., Reynolds, R., Ntansah, C., Hackworth, E., Henderson, K., Yang, B., Duong, H., Ashley, D., Thrasher, J., & Popova, L. (2024, March).

  Emotional reactions, psychological reactance, and perceived message effectiveness of very low nicotine cigarette messages

  . annual conference of the Society for Research on Nicotine & Tobacco.
• Yang, B., & Zhao, Y. (2024, June).

  Relative persuasiveness of descriptive and injunctive norm messages: The role of impression-, outcome- and value-relevant involvement

  . annual conference of the International Communication Association (Information Systems Division).
• Yang, B., Li, Y., & Zhao, Y. (2024, November).

  Extending the theory of normative social behavior to U.S. gay and bisexual men: Testing how perceived social norms predict mpox preventive intentions

  . annual conference of the National Communication Association (Health Communication Division).
• Ntansah, C., Hackworth, E., Henderson, K., Reynolds, R., Yang, B., Ashley, D., Thrasher, J., & Popova, L. (2023, May).

  “Removing the nicotine from cigarillos is not going to get me to quit.” Reactions to messages about nicotine reduction policy among people who use little cigars and cigarillos

  . annual conference of the International Communication Association (Health Communication Division).
• Ntansah, C., Hackworth, E., Reynolds, R., Henderson, K., Yang, B., Ashley, D., Thrasher, J., & Popova, L. (2023, March).

  Reactions to messages about a nicotine reduction policy for cigarettes and other combusted tobacco products: A focus group study among little cigar and cigarillo users.

  . annual conference of the Society for Research on Nicotine & Tobacco.
• Pei, D., Reynolds, R., Ntansah, C., Hackworth, E., Henderson, K., Yang, B., Duong, H., Ashley, D., Thrasher, J., & Popova, L. (2023, November).

  Effects of messages about very low nicotine cigarettes alone and in combination with messages about e-cigarettes: Findings from a randomized clinical trial

  . 2023 NIH Tobacco Regulatory Science Meeting.
• Yang, B., Li, Y., Choi, Y., & Gahler, H. (2023, May).

  Exploring the role of stigma in the theory of normative social behavior: Findings on U.S. gay and bisexual men’s monkeypox preventive behaviors

  . annual conference of the International Communication Association (Health Communication Division).
• Yang, B., Li, Y., Gahler, H., & Choi, Y. (2023, November).

  Mediated and interpersonal communication, stigma, and health beliefs about monkeypox among U.S. gay and bisexual men

  . annual conference of the National Communication Association (Health Communication Division).
• Reynolds, R., Popova, L., Thrasher, J., & Yang, B. (2022, May).

  Discrete choice experiments: A primer for the communication researcher

  . annual conference of the International Communication Association (Information Systems Division).
• Yang, B., Li, Y., Teran, L., Choi, E., & Choi, Y. (2022, May).

  COVID-19 vaccines #ForYou: Analyzing COVID-19 vaccine videos on TikTok during the early phase of the vaccine rollout in the U.S.

  . annual conference of the International Communication Association (Health Communication Division.
• Li, Y., Yang, B., & Chen, B. (2021, April).

  Health belief model variables predict tobacco-related behavioral intentions differently between LGBTQ and heterosexual individuals.

  . D.C. health communication annual conference. online.
• Loud, E., Henderson, K., Duong, H., Reynolds, R., Yang, B., Ntansah, C., Ashley, D., Thrasher, J., & Popova, L. (2021, October).

  “That would literally be stealing away the bread and butter”: A qualitative study of unanticipated reactions to the nicotine reduction policy.

  . 2021 NIH Tobacco Regulatory Science Meeting. online.
• Massey, Z., Yang, B., Mvilongo, A., & Popova, L. (2021, October).

  Analyzing consumers’ spontaneous reactions to modified risk claims in IQOS advertisements.

  . 2021 NIH Tobacco Regulatory Science Meeting. online.
• Massey, Z., Yang, B., Vasi, A., & Popova, L. (2021, February).

  Analyzing consumers’ reactions to modified risk statements in IQOS advertisements.

  . annual conference of the Society for Research on Nicotine & Tobacco. online: Society for Research on Nicotine & Tobacco.
• Yang, B., & Choi, Y. (2021, May).

  Will e-cigarette reduced risk messages with a nicotine warning polarize smokers’ beliefs about the efficacy of switching to e-cigarettes?

  . annual conference of the International Communication Association (Health Communication Division). online: International Communication Association (Health Communication Division).
• Yang, B., Li, Y., Yan, K., Choi, Y., & Bennett-Jones, B. (2021, May).

  Analyzing U.S. state governments’ COVID-19 web pages at the initial lockdown: Interactivity and information content.

  . annual conference of the International Communication Association (Communication & Technology Division). online: International Communication Association (Communication & Technology Division).
• Li, Y., Yang, B., Henderson, K., & Popova, L. (2020, May).

  A content analysis of U.S. adults’ open-ended responses to e-cigarette risk messages

  . annual conference of the International Communication Association (Health Communication Division). online: International Communication Association (Health Communication Division).
• Massey, Z., Li, Y., Holli, J., Churchill, V., Yang, B., Henderson, K., Ashley, D., & Popova, L. (2020, March).

  Modifications to Electronic Nicotine Delivery Systems (ENDS): A content analysis of YouTube videos.

  . annual conference of the Society for Research on Nicotine & Tobacco. New Orleans, LA: Society for Research on Nicotine & Tobacco.
• Popova, L., Yang, B., & Yesser, S. (2020, May).

  Further evidence that fear appeals do not backfire

  . annual conference of the International Communication Association (Health Communication Division). online: International Communication Association (Health Communication Division).
• Yang, B., & Jiang, S. (2020, May).

  Threat, efficacy, and smoking identity as predictors of intentions to seek information about e-cigarettes

  . annual conference of the International Communication Association (Health Communication Division). online: International Communication Association (Health Communication Division).
• Yang, B., & Popova, L. (2020, May).

  Effects of language features of modified risk tobacco product claims on consumer comprehension and risk perceptions of iQOS.

  . annual conference of the International Communication Association (Mass Communication Division). online: International Communication Association (Mass Communication Division).
• Li, Y., Yang, B., Owusu, D., & Popova, L. (2019, November). High-emotion cigarette pictorial warning labels lead to more negative emotions and greater quit intentions than low-emotion pictorial and text-only warning labels. annual conference of the National Communication Association (Health Communication Division).
• Owusu, D., Lawley, R., Yang, B., Henderson, K., Bethea, B., LaRose, C., Stallworth, S., & Popova, L. (2019, February). ‘The lesser devil you don't know’: A qualitative study of smokers' responses to messages communicating comparative risk of electronic and combusted cigarettes. annual conference of the Society for Research on Nicotine and Tobacco.
  More info

  This conference has a highly selective oral presentation program. Our paper was selected for oral presentation.
• Popova, L., Owusu, D., Nyman, A., Weaver, S., Yang, B., Huang, J., & Ashley, D. (2019, June).

  Effects of framing nicotine reduction in cigarettes on tobacco product use intentions and risk perceptions among US adult smokers.

  . 2019 NIH Tobacco Regulatory Science Meeting.
  More info

  This conference has a highly selective oral presentation program. Our paper was selected for oral presentation.
• Yang, B., & Popova, L. (2019, February). Testing messages communicating about nicotine and comparative risk of electronic and combusted cigarettes.. annual conference of the Society for Research on Nicotine and Tobacco.
• Yang, B., & Popova, L. (2019, May).

  Communicating risk differences between electronic and combusted cigarettes: The role of the FDA-mandated warning and a nicotine fact sheet

  . annual conference of the International Communication Association (Health Communication Division).
• Yang, B., Liu, J., & Popova, L. (2018, November). Emotional responses to messages communicating comparative risk of electronic cigarettes and combusted cigarettes. annual conference of the National Communication Association (Health Communication Division).
• Yang, B., Owusu, D., & Popova, L. (2018, June).

  Testing messages about comparative risk of electronic cigarettes and combusted cigarettes

  . 2018 NIH Tobacco Regulatory Science Meeting.
  More info

  This conference has a highly selective oral presentation program. Our paper was selected for oral presentation.
• Yang, B., Owusu, D., & Popova, L. (2018, May). Testing messages about comparative risk of electronic cigarettes and combustible cigarettes. annual conference of the International Communication Association (Health Communication Division).
• Zhao, X., Yang, B., & Wong, C. (2017, May).

  Toward a multilevel e-health engagement model: Analyzing trend for immigrants’ e-health engagement from 2008 to 2013

  . annual conference of the International Communication Association (Health Communication Division).

Poster Presentations

• Churchill, V., Weaver, S., Nyman, A., Yang, B., & Popova, L. (2019, November). Comparative risk perceptions of electronic cigarettes and combusted cigarettes among U.S. adults: Direct and indirect measures. annual conference of the American Public Health Association.
• Yang, B., & Popova, L. (2019, February). Psychological distress and responses to comparative risk messages about electronic cigarettes and combusted cigarettes with and without addiction warning. annual conference of the Society for Research on Nicotine and Tobacco.
• Yang, B., & Popova, L. (2019, November). Role of negative emotional reactions in the effects of graphic cigarette warning labels on cigarette risk perceptions and behavioral intentions. annual conference of American Public Health Association.
• Yang, B., & Popova, L. (2018, February). How psychological distress is related to smokers’ responses to messages communicating comparative harms of electronic cigarettes and combustible cigarettes. annual conference of the Society for Research on Nicotine and Tobacco.
• Yang, B., & Popova, L. (2018, February). Responses to messages communicating comparative harms of electronic cigarettes and combustible cigarettes: Smoking identity, threat, and efficacy. annual conference of the Society for Research on Nicotine and Tobacco.
• Yang, B., & Popova, L. (2018, June).

  Testing the role of threat and efficacy beliefs in intentions to switch to electronic cigarettes completely and quit smoking among smokers with and without serious psychological distress.

  . 2018 NIH Tobacco Regulatory Science Meeting.
• Yang, B., & Zhao, X. (2018, May). How acculturation to U.S. and Hispanic cultures is related to U.S. Hispanics’ health information seeking and source trust. annual conference of the International Communication Association (Ethnicity and Race in Communication Division).
• Yang, B., & Zhao, X. (2017, August). The influence of television, social media, and sensation seeking on college students’ normative perceptions, binge drinking attitudes and intentions. annual conference of the Association for Education in Journalism and Mass Communication (Communicating Science, Health, Environment, and Risk Division).