My academic training and professional background have informed my research agenda, which focuses on (a) advancing the understanding of how social norms are formed and, in turn, influence health behaviors, (b) examining persuasive media messages that affects perceptions and health behaviors, and (c) considering social marketing strategies to leverage healthy social changes. 

Refereed Journal Articles


Duong, H. T. (2021). Applying the integrative model to predict corporal punishment intentions among low-income parents. Health Education & Behavior.  Doi10.1177/10901981211052881


Duong, H.T., Nguyen, L. T. V., McFarlane, S. J., & Nguyen, H. T, & Nguyen, K. T. (2021). Preventing the COVID-19 outbreak in Vietnam: Social media campaign exposure and the role of interpersonal communication. Health Communication.  Doi: 10.1080/10410236.2021.1953729


Liu, Y.*, Duong, H.T., & Nguyen, T. H. (2021). Media exposure and intentions to wear face masks in the early stages of the COVID-19 outbreak: The mediating role of negative emotions and risk perception. Atlantic Journal of Communication. Doi10.1080/15456870.2021.1951733  [Lead author]


Duong, H.T., Monahan, J., Kollar, L.M.M., & Klevens, J. (2021). Examining sources of social norms supporting corporal punishment among low-income Black, Hispanic, and  White parents. Health Communication. Doi: 10.1080/10410236.2021.1895418


Duong, H.T. (2021) Childhood experiences and attitudes toward corporal punishment: Examining the mediating role of perceived efficacy of alternative discipline strategies among low-income Black, Latino, and White parents. Journal of Interpersonal ViolenceDOI: 10.1177/08862605211035879


Duong, H.T., Loud, E.M., Thrasher, J. F., Henderson, K., Ashley, D.L. & Popova, L. (2021). "It brings light to what you really put into your body": A focus group study of reactions to messages about nicotine reduction in cigarettes. Tobacco Control. Doi: 10.1136/tobaccocontrol-2020-056312


Duong, H.T. & Liu, J. (2021). When others’ reactions to media messages are visible: The influence of online comments on presumed media influence. Southern Communication Journal, 86(3), 215-230.  


Duong, H.T., Nguyen, H. T., McFarlane, S. J., & Nguyen, L. (2021). Risk perception and COVID-19 preventive behavior: Application of the Integrative Model of Behavioral Prediction. The Social Science Journal. DOI: 10.1080/03623319.2021.1874176


Duong, H.T., Monahan, J., Kollar, L.M.M., & Klevens, J. (2021). Identifying knowledge, self-efficacy, and response efficacy of nonphysical discipline strategies among low-income Black, Hispanic, and White parents. Health Education Research, 36(2), 192-205.



Emily, E.L., Duong, H.T., Thrasher, J.F., Henderson, K., Reynolds, R., Ashley, D., & Popova, L. (2021). Addicted to tobacco or addicted to nicotine? Perceptions of nicotine and addiction among US adult current smokers, former smokers, non-smokers, and dual users. Addiction. Doi: 10.1111/add.15634


Churchill V., Massey Z. B, Duong H.T., Popova, L. (In Press). Serious psychological distress is associated with higher intentions to quit among smokers during the COVID-19 pandemic. Journal of Psychoactive Drugs.  


Duong, H. T., Vu, H. T., & Nguyen, L. (2021). Influenced by anonymous others: Effects of online comments on risk perception and intention to communicate. Health Communication, 36(7), 909-919. 


Duong, H. T., Nguyen, L., Vu, H. T., & Trinh, T. A. (2020). Association between online social influence and corporal punishment: An experimental study. Child and Adolescent Social Work Journal37(2), 163-177.


Duong, H. T., Nguyen, L., Vu, H. T. (2020). With whom do consumers interact? Effects of online comments and perceived similarity on source credibility, content credibility, and personal risk perception. Journal of Social Marketing10(1), 17-32.


Duong, H. T. & Liu, J. (2019). Vaping in the news: The influence of news exposure on perceived e-cigarette use norms. American Journal of Health Education50(1), 25-39.


Duong, H. T., Vu, H. T., & Nguyen, N. (2019) Activists’ strategic communication in an authoritarian setting: Integrating social movement framing into issues management. International Journal of Strategic Communication13(2), 133-151.


Vu, H. T., Barnett, B., Duong, H. T., & Lee, T. T. (2019). “Delicate and durable:” An analysis of women’s leadership and media practices in Vietnam. International Journal of Media & Cultural Politics15(1), 87-108.


Duong, H. T. & Parker, L. (2018). Going with the flow: Young motorcyclists’ misperceived norms and motorcycle speeding behaviour. Journal of Social Marketing8(3), 314 – 332.


Vu, H. T., Lee, T. T., Duong, H. T., & Barnett, B. (2018) Gendering leadership in Vietnamese media: A role congruity study on news content and journalists’ perception of female and male leaders. Journalism & Mass Communication Quarterly95(3), 565-587.


Duong, H. T. (2017). Fourth generation NGOs: Communication strategies in social campaigning and resource mobilization, Journal of Nonprofit & Public Sector Marketing29(2), 119-147. 


Vu, H. T., Duong, H. T., Barnett, B., & Lee, T. T. (2017). A role (in)congruity study on Vietnamese journalists’ perception of female and male leadership. Asian Journal of Communication27(6), 648-664.


Duong, H. T., Brennan, L., Parker, L., & Florian, M. (2015). But I am normal: Safe driving in Vietnam. Journal of Social Marketing5(2), 105-124. 


Parker, L., Watne, T., Brennan, L., Duong, H. T. & Nguyen, D. (2014). Self-expression versus the environment: Attitudes in conflict. Young Consumers, 15(2), 138-152. 


*Denotes students/mentees



Edited Book

Brennan, L., Parker, L., Watne, T., Fien, J., Duong, H. T. & Doan, M. A. (2013), Growing sustainable communities: A development guide for Southeast Asia. Tilde University Press, Australia.


Book Chapters

Harris, T., Aarum, J., Duong, H. T. (2020). Negotiating and communicating about identity within multi-ethnic/multi-racial families. In Soliz, J. & Colaner, C. W. (Eds.), Navigating relationships in the modern family: Communication, identity, and difference in the family. New York, NY: Peter Lang Publishing.


Hall, T., James, M., & Duong, H. T. (2010). NGO politics and insurgency: Examining institutional structures and change processes of NGO influence, In Pokorny, V. & Kratochvil, M. (Eds.), Public administration, NGOs and public debt: Issues and perspectives, 193 - 208, New York; Nova Science Publication.


Book (in Vietnamese)

Duong, H. T. (2016). The Age of Distraction. The Vietnam Literature Publisher (Catalogued by Cornell University Library Asia Collections and Vietnam National University Library).