| To tailor or not to tailor: An investigation of narrative tailoring for health communication KR Christy, M Minich, R Tao, K Riddle, S Kim Journal of Health Communication 27 (3), 152-163, 2022 | 18 | 2022 |
| Navigating a diverse paradigm: A conceptual framework for experimental framing effects research DMMLDM McLeod, HCH Choung, MHSMH Su, SJKSJ Kim, RTR Tao, ... Review of Communication Research 10, 2022 | 18 | 2022 |
| The effects of vaccine efficacy information on vaccination intentions through perceived response efficacy and hope L Lu, J Liu, SJ Kim, R Tao, DV Shah, DM McLeod Journal of health communication 28 (2), 121-129, 2023 | 13 | 2023 |
| Hope over fear: The interplay between threat information and hope appeal corrections in debunking early COVID-19 misinformation R Tao, J Li, L Shen, S Yang Social Science & Medicine 333, 116132, 2023 | 9 | 2023 |
| Disruptive versus nondisruptive advertising in online streaming video services: How does advertisement placement affect consumer perceptions and ad effectiveness? KR Christy, RZ Mi, R Tao, L Lu Journal of Advertising Research 63 (2), 123-138, 2023 | 8 | 2023 |
| Fighting fire or fighting war: examining the framing effects of COVID-19 metaphors R Tao, SJ Kim, L Lu, J Kang, D McLeod Health communication 39 (10), 2026-2040, 2024 | 7 | 2024 |
| Designing and testing social media campaign messages to promote COVID-19 vaccine confidence among rural adults: A community-engaged approach featuring rural community leader … S Yang, R Tao, M Bhattar, L Shen, M Jones, A Garbacz, SR Passmore Preventive Medicine Reports 36, 102508, 2023 | 2 | 2023 |
| Media and Emotions M Minich, R Tao, CN Cascio Emotions in the digital world: Exploring affective experience and expression …, 2023 | 2 | 2023 |
| Emotional appeals and norms: How normative perceptions moderate the persuasive impacts of discrete emotional appeals within tobacco pictorial warnings in China R Tao, X Wang, Y Wang, H Yao, S Wu, J Liu, S Yang Health Communication 39 (12), 2561-2576, 2024 | 1 | 2024 |
| Does news literacy help combat misinformation? The interplay of news literacy, political ideology, and ideological media use on COVID-19 misperceptions J Li, P Borah, J Kang, J Kim, T Okada, L Shen, R Tao, S Yang Information, Communication & Society, 1-29, 2024 | 1 | 2024 |
| Learning through rewards: priming and identification as psychological mechanisms of the effects of LGBTQ+ narratives on inclusive attitudes and behavioral intentions R Tao, N Nguyen, L Lu, L Sun, H Gill, K Christy, K Riddle Media Psychology 27 (2), 186-210, 2024 | 1 | 2024 |
| Coronaphobia or sinophobia: How journalistic practices in early COVID-19 coverage and online commentary affect anti-Chinese sentiment in the US Y Wang, J Chen, R Tao, S Yang Journalism 26 (2), 345-364, 2025 | | 2025 |
| Visual Constructs of Conflict and Solidarity: The Role of Visual Framing on Public Perceptions and Engagement Intentions with Social Protests L Lu, R Tao, H Kwon, J Kang, Y Zhou, H Xin, JD Duncan, D McLeod Visual Communication Quarterly, 1-17, 2025 | | 2025 |
| The Effects of Numerical Evidence and Message Framing in Communicating Vaccine Efficacy L Lu, J Liu, SJ Kim, R Tao, DM McLeod, DV Shah Journal of health communication 29 (10), 654-662, 2024 | | 2024 |
| Understanding Persuasive Messaging Strategies During the COVID-19 Pandemic: The Role of Positive Emotions in Persuasion and Message Retransmission R Tao University of Wisconsin--Madison, 2024 | | 2024 |