Faculty Research and Creative Profiles

In addition to being excellent teachers and mentors, our faculty are on the frontier of research with the goal of expanding the overall knowledge and understanding of mass media and communications.

STUDY: The Interactive Effects of Campaign Sponsors and 'Myths and Facts' Message Variations on Correcting Misconceptions about Vaping and Preventing E-cigarette Use Among Young Adults

Joon Soo Lim

Joon Soo Lim

Associate Professor

Public Relations

Summary: Goal: The purpose of the study is to examine whether “myths and facts” message variations presented by two different sponsors of the message will make a difference in correcting the misconceptions about vaping among US young adults and preventing them from initiating vaping. With this goal in mind, the current research will test different versions of advocacy communications that debunk pervasive myths about vaping on social media.

Method: In two experiments, the current project examines the interactive effects of “myths and facts” message variations and the sponsors of advocacy message on correcting misconceptions about e-cigarette use and preventing the use of e-cigarettes among young adults.

Rationale: A priority area of the proposed research project focuses on health communication to build a healthier and equitable community. The effort to create a healthy community via tobacco and e-cigarette control has often been challenged by various stakeholders that call for evidence-based regulatory moves, as well as the inclusion of diverse stakeholders that are involved and might be affected. The underlying assumption of this research is that effective anti-vaping advocacy messages targeting today’s generation must be inclusive as well as balanced in argumentation.

This study has received a 2019 CUSE Grant.

Joon Soo Lim

About Joon Soo Lim

As a public relations researcher, Joon Soo Lim specializes in consumer brand engagement, consumer activism and corporate social responsibility communication. He is interested in testing theory-driven models, using structural equation modeling and mediation analysis to demonstrate consumers’ cognitive and behavioral responses to persuasive messages in public relations and advertising campaigns.

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