» Dr. Jake Liang
Assistant Professor

School of Communication; Communication Studies
Dr. Jake Liang
Office Location:
Doti Hall 206
Office Hours:
Fall 2016 M/W 2 – 5 p.m.
California State University, Long Beach, Master of Arts
Michigan State University, Ph.D.

Yuhua (Jake) Liang’s research relates to persuasion in communication contexts enabled by technology. These contexts include Web 2.0 websites, social media platforms, online product reviews (e.g., Amazon.com), teacher rating systems (e.g., RateMyProfessors.com), and computer agents (e.g., Siri). His research follows three foci related to (1) understanding the theoretical mechanisms of how technology-enabled communication processes converge, (2) delineating conditions under which persuasive effects are enhanced and hindered, and (3) applying strategic messages to create practical change (e.g., health-outcomes, consumer attitudes and behavior). To address these foci, he employs primarily quantitative methods such as experiments and surveys. Jake has also utilized automatic linguistic analyses and data scraping methods. Jake has published in Journal of Communication, Journal of Computer-Mediated Communication, Computers in Human Behavior, Media Psychology, and Journal of Language and Social Psychology.

Jake enjoys working with undergraduate students in collaborative research teams. Jake currently works with students on promoting engagement of online content, understanding message virality, and testing mechanisms responsible for the effects of digital self-representations (e.g., avatars).

Recent Creative, Scholarly Work and Publications
Liang, Y. (2016). Reading to make a decision or to reduce cognitive dissonance? The effect of selecting and reading online reviews from a post-decision context. Computers in Human Behavior, 64, 463-471. doi: 10.1016/j.chb.2016.07.016
Liang, Y., & Kee, K. F. (Published online before print: 2016). Developing and validating an A-B-C framework for information diffusion on social media. New Media & Society. doi: 10.1177/1461444816661552
Liang, Y., & Lee, S. A. (Published online before print: 2016). Advancing the SMART Effect: The dynamic of user- and robot-generated content on human-robot trust and interaction outcomes. CyberPsychology, Behavior, and Social Networking.
Liang, Y., Henderson*, L., Kee, K. F. (in press). Running out of water! Developing a message typology and evaluating message effects on attitude toward water conservation. Environmental Communication.
Liang, Y., & Lee, S. A. (2016). Employing user-generated content to enhance human-robot interaction in a human-robot trust game. Published Proceedings of the Eleventh ACM/IEEE Human Robot Interaction Conference (HRI ‘16) Christchurch, New Zealand (pp. 469-470). Piscataway, NJ, USA: IEEE Press. http://dl.acm.org/citation.cfm?id=2906931
Lee, S. A., & Liang, Y. (2016). The role of reciprocity in verbally persuasive robots. CyberPsychology, Behavior, and Social Networking, 19, 524-527. doi:10.1089/cyber.2016.0124
Smith, S.W., Hitt, R, Park, H.S., Walther, J.B., Liang, Y., & Hsieh, G. (2016). An effort to increase organ donor registration through intergroup competition and social media: A study of two college campus organ donation challenge campaigns Journal of Health Communication, 21, 376-386. doi: 10.1080/10810730.2015.1095815
Liang, Y, & Walther, J. B. (2015). Computer-mediated communication. International Encyclopedia of Social and Behavioral Sciences, 2nd Edition.
Kee, K. F., & Liang, Y. (2016). Subjective numeracy scale. In D. K. Kim, & J. W. Dearing (Eds.), Health communication measures.
Liang, Y., Bejerano, A., Kearney, P., McPherson, M.B., & Plax, T. G. (2015). The effect of peer and online sources of information on student course selection and impressions towards prospective teachers. Western Journal of Communication.
Liang, Y. (2015). Responses to negative student evaluations on RateMyProfessors.com: The effect of instructor statement of credibility on student lower-level cognitive learning and state motivation to learn. Communication Education.
Lee, S. A., & Liang, Y. (2015). Reciprocity in computer-human interaction: Source-based, norm-based, and affect-based explanations. CyberPsychology, Behavior, and Social Networking, 18, 234-240. doi: 10.1089/cyber.2014.0458
Donohue, W. A., Liang, Y., & Druckman, D. (2014). Validating LIWC dictionaries: The OLSO I Accords. Journal of Language and Social Psychology, 33, 282-301. doi: 10.1177/0261927X13512485
Liang, Y., DeAngelis, B. N., Clare, D.D., Dorros, S. M., & Levine, T. R. (2014). Message characteristics in online product reviews and consumer ratings of helpfulness. Southern Communication Journal.
Hitt, R., Smith, S., Gidley, R., & Liang, Y. (2014) Traditional versus social networking routes for organ donation registrations in a competition-based campaign. Journal of Communication in Healthcare: Strategies, Media and Engagement in Global Health, 7, 197-207. doi: 10.1179/1753807614Y.0000000060
Liang, Y., Lee, S. A., & Jang, J. (2013). Mindlessness and gaining compliance in computer-human interaction. Computers in Human Behavior, 29, 1572-1579. doi: 10.1016/j.chb.2013.01.009
DeAndrea, D. C., Tong, S. T., Liang, Y., Levine, T. R., & Walther, J. B. (2012). When do people misrepresent themselves to others? The effects of social desirability, ground truth, and accountability on deceptive self-presentations. Journal of Communication, 62, 400-417. doi: 10.1111/j.1460-2466.2012.01646.x
Walther, J. B., Liang, Y., Ganster, T., Wohn, Y., & Emington, J. (2012). The effect of online reviews and helpfulness ratings on consumer attitudes: Application and test of congruity theory to multiple web 2.0 sources. Journal of Computer-Mediated Communication, 18, 97-112. doi: 10.1111/j.1083-6101.2012.01592.x.
Bell, H., Donohue, W., Liang, Y., Cettin, M., & Kim, J. (2012). Osteopathic medical student learning competency. Family Medicine, 44, 194-201.
Walther, J. B., Liang, Y., DeAndrea, D., Tong, S. T., Carr, C., & Spottswood, E. (2011). The effect of feedback on identity shift in computer-mediated communication. Media Psychology, 14, 1-26. doi: 10.1080/15213269.2010.547832
Donohue, W., & Liang, Y. (2011). Linguistic synchrony in divorce mediation. Negotiation and Conflict Management Research, 4, 200-218. doi: 10.1111/j.1750-4716.2011.00080.x