Jiaying Liu

Jiaying Liu is an Associate Professor in the Department of Communication at the University of California, Santa Barbara. Her research focuses on health communication, social psychology, and computational methods, particularly examining risky health decision-making and optimizing communication strategies to promote health behaviors. She holds a Ph.D. from the Annenberg School for Communication at the University of Pennsylvania.

Her interdisciplinary work involves longitudinal data analysis, eye-tracking experiments, and neuroimaging to study factors influencing health behaviors such as e-cigarette use and vaping. She directs the Communication, Health, and Emerging Media (CHARM) Lab, which explores communication mechanisms in new media landscapes to address health disparities among marginalized groups.

Dr. Liu has secured NIH grants including K01, R21, and R01 awards, and serves as a senior editor for Health Communication. Her teaching includes courses on health communication, persuasion, message effects, and computational methods.

Her research spans topics like vaping cue reactivity, normative perceptions in media, and cannabis warning label effectiveness. Collaborative projects often integrate computational textual analysis and psychophysiological methods to inform public health policy and communication campaigns.