About

Seth M. Noar is the James Howard and Hallie McLean Parker Distinguished Professor at the UNC Hussman School of Journalism and Media. He joined the school in 2011 and is also a member of UNC’s Lineberger Comprehensive Cancer Center. He directs the Communicating for Health Impact (CHI) Lab, which conducts health communication research focused on the design, implementation, and evaluation of health messages and campaigns. His recent work emphasizes cancer prevention and control, particularly tobacco prevention and control messaging. Noar has published more than 250 articles and chapters across a wide range of outlets and has been involved as a principal investigator, co-principal investigator, or co-investigator on more than $50 million in grant-funded projects from the NIH and FDA, testing health communication strategies for health promotion and disease prevention. Recognized as one of the top 1% most cited researchers in the social sciences, he has received multiple awards including the Lewis Donohew and National Communication Association outstanding health communication scholar awards in 2016, the American Public Health Association’s Mayhew Derryberry Research award in 2017, and became a Fellow of the International Communication Association in 2023. Noar teaches undergraduate and graduate courses in health communication, social marketing, and meta-analysis. Prior to his tenure at UNC, he served as an associate professor in the Department of Communication at the University of Kentucky.

Research topics

• Medicine
• Psychology
• Environmental health
• Political Science
• Advertising
• Public relations
• Developmental psychology
• Social psychology
• Virology
• Communication

Selected publications

• Applying a mixed-methods approach to evaluate and tailor electronic cigarette pictorial health warning labels for young adults in the United States

  BMC Public Health · 2026-05-16

  articleOpen access

  BACKGROUND: The use of electronic nicotine delivery systems (ENDS) has risen significantly among US young adults, mainly driven by marketing, product design, and addictive nicotine. Pictorial warning labels (PWLs) effectively inform consumers about the risks associated with ENDS use, yet young users were rarely involved in their development. A set of 24 PWLs, categorized into three themes, was developed by a panel of international tobacco control experts via a Delphi study: ENDS toxicity, health risks, and specific harm. In this study, we involved young ENDS users through a mixed-methods approach, including a rating survey to identify the most effective warnings and focus group discussions to gather their feedback on the PWLs design, content, and needed improvements. METHODS: We conducted 22 HIPAA-compliant Zoom focus groups with 61 ENDS users (57% females, aged 21-29). Guided by the Message Impact Framework, participants completed an anonymous rating survey of the PWLs to assess attention, reactions, and perceived effectiveness, followed by in-depth discussions of each PWL. Descriptive statistical analysis was conducted for the rating survey. Focus group sessions were audio-recorded, transcribed, and thematically analyzed. RESULTS: Survey results showed toxicity-focused PWLs outperformed those on health effects and specific harm across most outcomes. Focus group results showed warnings depicting human suffering were most impactful. Relevance to participants (e.g., pregnancy, health experiences) emerged as influential factors shaping perceptions of warning effectiveness. Metaphorical images were often perceived as confusing or less believable, thereby diminishing their persuasive potential. Participants recommended applying clear, simple visual and verbal explanations. CONCLUSIONS: This study identified promising PWLs for young adult ENDS users and provides practical guidance to strengthen warning design and regulatory efforts. Warnings featuring clear, literal imagery and human health consequences elicited greater fear, perceived severity, and motivation to reconsider ENDS use, whereas metaphor-based images were often viewed as less credible or confusing. The convergence of quantitative and qualitative findings underscores the importance of targeting emotional and cognitive message responses to enhance warning effectiveness. Since personal relevance varies per individual, using a rotating, diverse portfolio of ENDS warnings targeting different health risks likely improves subgroup resonance and maximizes population impact.

  PublisherDOI

• Psychosocial Correlates of Condom Use Among Black Adolescents in the United States: A Meta-Analysis

  UNC Libraries · 2026-03-19

  articleOpen access

  OBJECTIVE: To systematically review and meta-analyze correlates of condom use among Black adolescents and assess the moderating roles of gender and age. METHOD: A systematic search was conducted of studies published between January 2000 and February 2024 using <em>Medline, CINAHL, PsycINFO</em>, and <em>Communication Source</em> databases. Studies were included if they sampled adolescents from the United States, included an adolescent report of condom use behavior and one of 36 correlates of interest, included a bivariate statistical association between a correlate and condom use, were in English, and at least 90% of participants self-identified as Black. Data extracted included sample size, participant demographics, research design, and condom use measurement characteristics. Correlation coefficients and 95% CI were computed, and random effects meta-analyses were used. RESULTS: Forty-two studies with 47 independent samples were included (16,740 adolescents; weighted mean age = 16.16). Nine correlates were significantly associated with condom use. Condom communication with a partner had the largest mean effect size (<em>r</em> = .42, 95% CI; .13-.65; <em>p</em> = .006), followed by condom use intentions (<em>r</em> = .32, 95% CI; .21-.43; <em>p</em> &le; .001). Although 61% of effects were heterogeneous, we were only able to examine moderation by age for two correlates (i.e., gender, substance use/abuse) due to a lack of studies. Moderation analyses were not significant. CONCLUSIONS: This study identified the strongest correlates of condom use among Black adolescents and highlighted notable gaps in previous research. Results can be used to guide future work with this population, including the development of sexual health interventions tailored for Black adolescents.&nbsp;

  PublisherDOI

• Psychosocial correlates of condom use among Black adolescents in the United States: A meta-analysis.

  Health Psychology · 2026-03-09

  articleOpen accessSenior author

  OBJECTIVE: To systematically review and meta-analyze correlates of condom use among Black adolescents and assess the moderating roles of gender and age. METHOD: databases. Studies were included if they sampled adolescents from the United States, included an adolescent report of condom use behavior and one of 36 correlates of interest, included a bivariate statistical association between a correlate and condom use, were in English, and at least 90% of participants self-identified as Black. Data extracted included sample size, participant demographics, research design, and condom use measurement characteristics. Correlation coefficients and 95% CI were computed, and random effects meta-analyses were used. RESULTS: ≤ .001). Although 61% of effects were heterogeneous, we were only able to examine moderation by age for two correlates (i.e., gender, substance use/abuse) due to a lack of studies. Moderation analyses were not significant. CONCLUSIONS: This study identified the strongest correlates of condom use among Black adolescents and highlighted notable gaps in previous research. Results can be used to guide future work with this population, including the development of sexual health interventions tailored for Black adolescents. (PsycInfo Database Record (c) 2026 APA, all rights reserved).

  PublisherDOI

• Promoting substance use stigma resistance through an automated text message intervention (project RESTART): Outcomes of a pilot feasibility trial

  UNC Libraries · 2026-05-02

  articleOpen access
  PublisherDOI

• Identifying Promising Message Themes for Youth Who Use Multiple Tobacco Products

  UNC Libraries · 2026-04-04

  articleOpen accessSenior author

  PURPOSE: While most tobacco prevention and cessation ads focus on a single product, little research exists on developing campaigns to influence youth who use multiple tobacco products (MTPs). METHODS: To examine the effects of message themes in ads targeting MTP use, we conducted an online within-subjects experiment with n&nbsp;= 310 US youth (ages 13-20) who reported past 30-day vaping and smoking cigarettes or cigars. Participants were randomly assigned to rate 6 messages from different themes about the consequences of vaping and smoking (e.g., "Vaping and smoking can lead to anxiety and irritability") from a pool of 49 messages. RESULTS: Regarding intended effects, all message themes performed significantly better than control on perceived message effectiveness (PME) (p &lt; .01). In addition, themes about chemical exposures and health effects on organs with explanations for how health effects occurred led to higher PME than most other themes (including health effects on organs without explanations), while the nicotine addiction theme led to lower PME than most other themes (p &lt; .05). Regarding unintended effects, health effects on organs with explanations led to a greater likelihood of thinking vaping is more harmful than smoking versus control (p &lt; .05), although unintended effects were smaller than intended effects. DISCUSSION: Themes about chemical exposures and health effects on organs with explanations were perceived as more effective than other themes for ads targeting youth who use MTPs. However, health effects on organs with explanations also increased vaping relative harm, and future research is needed to examine any potential unintended consequences on behavior from such messaging.

  PublisherDOI

• Connections between sources of health and beauty information and indoor tanning behavior among college women

  UNC Libraries · 2025-11-13

  articleOpen access

  <strong>Objective:</strong> This study tested how media, family, and peer sources of health and beauty information predict indoor tanning (IT) beliefs and behavior. <strong>Participants:</strong> 210 undergraduate women at a state university in the southeastern United States. <strong>Methods:</strong> Respondents completed a survey about sources of health and beauty information, IT beliefs, and IT behavior. Correlations and a path model were used to test associations between variables. <strong>Results:</strong> Friends were positively and family were negatively associated with positive outcome expectations, with mood enhancement beliefs positively predicting behavior. Reliance on news positively predicted appearance damage and immediate risk, which both predicted behavior. Reliance on social media was negatively associated with beliefs about immediate risks. <strong>Conclusion:</strong> Health and beauty information from social media and from friends may promote beliefs about tanning, while information from news or one's family may reduce risky beliefs. Prevention efforts could leverage information sources to shift tanning beliefs and behavior.

  PublisherDOI

• Waterpipe Tobacco Warnings: An Experimental Study Among a Nationally Representative Sample of US Young Adults

  UNC Libraries · 2025-11-13

  articleOpen access

  BACKGROUND: Waterpipe tobacco (WT) smoking by young adults remains high and misperceptions are common. Product warnings can increase knowledge of harms and reduce use. The goal of this study was to test warning statements, including the FDA-required nicotine warning (prior to implementation), on young adults' thinking about harms of and discouragement from WT smoking. METHODS: We conducted a between-subjects experiment in a nationally representative telephone survey of 1152 young adults aged 18-29. Participants were randomly assigned to hear one of five warning statements and reported how much, on a 4-point scale, the warning made them think about the harms and discouraged them from WT smoking. RESULTS: The sample was 36.8% female, 57.8% white, 20.2% Black, 24.1% Hispanic, with a mean age of 23.2 (SE = 0.25). Under half (43.5%) had ever smoked WT. There were significant differences among the statements on both thinking about harms (p &lt; .0001) and discouragement (p &lt; .0001). The FDA-required "nicotine" warning led to the lowest thinking about harms (M = 2.85, SE = 0.08) and was the least discouraging (M = 2.86, SE = 0.08), while the "100 cigarettes" warning resulted in the greatest thinking about harms (M = 3.62, SE = 0.05) and was the most discouraging (M = 3.56, SE = 0.06). CONCLUSIONS: The nicotine warning resulted in the lowest levels of thinking about harms and discouragement from WT smoking, suggesting limited impact. However, a warning focused on comparing smoke inhalation from WT smoking to cigarettes seems promising. Warnings should cover a broad range of WT health effects, and possibly comparisons to cigarettes. Findings also have implications for the content of international waterpipe warnings. IMPLICATIONS: This study indicates that the nicotine warning is the least effective at making young adults think about the harms of and discouraging WT smoking. The FDA and other countries should consider requiring warnings to cover a broader range of health harms, misperceptions, and possibly comparisons to cigarettes.

  PublisherDOI

• Perceived risks, reasons for use, and barriers to cessation among youth who use multiple tobacco products

  UNC Libraries · 2025-12-02

  articleOpen access

  Background Many interventions aim to reduce youth tobacco use, but few have focused on youth who use multiple tobacco products (MTPs). This qualitative study sought to understand how youth who use MTPs view tobacco product risks, describe reasons for MTP use, and perceive barriers and facilitators to cessation. Methods We conducted seven virtual focus groups with 30 US youth ages 14&ndash;20 years who reported using e-cigarettes and smoking a combustible tobacco product in the past 30 days. We used a semi-structured focus group guide to ask youth about perceived health risks of tobacco products, reasons for MTP use, and thoughts about quitting. We conducted a thematic analysis of transcripts. Results The mean age of participants was 18.7 years; 47% identified as white. Most participants were female (63%) and lesbian, gay, or bisexual (63%). Three central themes emerged: 1) uncertainty or misperceptions about e-cigarettes were common, including what ingredients they contain, whether they are tobacco products, and their harm relative to cigarettes; 2) convenience and social factors were mentioned as reasons for using MTPs, rather than using e-cigarettes to quit cigarettes; 3) barriers to cessation included nicotine dependence (especially to e-cigarettes) and environmental factors, while cessation resources were rarely mentioned. Conclusions These findings suggest that educational interventions to reduce youth MTP use could focus on correcting misperceptions about e-cigarettes and communicating the harms of combustible tobacco use. Furthermore, behavioral interventions could capitalize on peer and social support while acknowledging unique barriers resulting from MTP use, such as high nicotine dependence.

  PublisherDOI

• The Power of Celebrity Health Events: Meta-analysis of the Relationship between Audience Involvement and Behavioral Intentions

  UNC Libraries · 2025-11-13

  articleOpen access1st authorCorresponding

  Audience involvement processes - such as parasocial interaction and identification - may impact an individual's response to celebrity health events, yet to date, no synthesis of the literature exists. The present meta-analysis examined audience involvement processes and their influence on health behavior intentions in the context of celebrity health events. Fourteen studies (<em>N</em> =&nbsp;5,718) met criteria and were analyzed using meta-analytic procedures. The weighted mean effect of the association between audience involvement and behavioral intentions was <em>r</em> =&nbsp;0.20 (95% CI, 0.08-0.31, <em>p</em> &lt;.001), indicating a statistically significant small-to-medium-sized positive association. Moderator analyses revealed that celebrity disclosures and events had greater effects than depictions of a media persona with a health condition; greater effects were also found for health behaviors not requiring a medical procedure. Our findings suggest that those who most feel a sense of attachment or affinity for a celebrity or media personae may be the ones who are most likely to modify their behavioral intentions in the wake of a celebrity health event. Results highlight the need for health practitioners to recognize the role of audience involvement in celebrity health events and to better assess how to harness these opportunities to promote healthy behaviors.

  PublisherDOI

• Characterizing the Objective Features of Vaping Prevention Video Ads: A Content Analysis

  American Journal of Preventive Medicine · 2025-12-01

  articleOpen accessSenior author

  INTRODUCTION: To address youth and young adult vaping, the Food and Drug Administration and other organizations have launched vaping prevention video ads. However, limited research exists on the objective features of these ads (i.e., observable and systematically codable elements). This study identified and described these features through a content analysis. METHODS: A total of 302 video ads, released between 2015 and 2024, were collected on the basis of the following criteria: focused on vaping prevention, targeted youth or young adults, 35 seconds or shorter, and in English. Twenty-nine codes were developed to capture objective features in 5 categories: (1) message themes; (2) structural features (genre, visual, audio, and format); (3) tobacco product depictions; (4) audience targeting; and (5) other features, such as source and length. Data were analyzed in 2024. RESULTS: Most ads (49.3%) were from U.S. national organizations, followed by U.S. state governments (43.7%) and international sources (7.0%). Nearly half (46.0%) were 11-20 seconds. Nicotine addiction was the most common primary theme (34.4%), followed by harmful chemicals/metals (16.2%) and mental health (13.9%). Ads predominantly used live action (68.2%), visual effects (54.0%), background music (78.5%), and an acted-out format (57.3%). Vaping imagery appeared in most ads (68.5%). Few ads were explicitly designed for specific racial/ethnic (3.6%) or lesbian, gay, or bisexual (0.3%) communities. CONCLUSIONS: This study provides the groundwork for future research to identify which objective ad features most effectively influence vaping-related outcomes. Findings also serve as a practical resource for campaign developers who design ads on the basis of objective features.

  PublisherDOI

Recent grants

• NIH Grant R34MH077507

  NIH · $618k · 2012

• Advancing Perceived Message Effectiveness: A New Measure for Youth Prevention Media Campaigns

  NIH · $1.4M · 2019–2023

• Systematic Review of Perceived Message Effectiveness Measures for Anti-Tobacco Communication

  NIH · $223k · 2016–2019

Frequent coauthors

• Kurt M. Ribisl

  University of North Carolina at Chapel Hill

  142 shared

• Noel T. Brewer

  122 shared

• Marissa G. Hall

  University of North Carolina at Chapel Hill

  98 shared

• Benjamin M. Althouse

  University of Washington

  52 shared

• Jennifer Mendel

  43 shared

• John W. Ayers

  University of California, San Diego

  43 shared

• Erin L. Sutfin

  Wake Forest University

  40 shared

• Allison J. Lazard

  University of North Carolina at Chapel Hill

  38 shared

Education

• Ph.D., Communication

  University of North Carolina at Chapel Hill

  1995

• M.A., Communication

  University of North Carolina at Chapel Hill

  1992

• B.A., Communication

  University of North Carolina at Chapel Hill

  1989

Awards & honors

• Lewis Donohew Award (2016)
• National Communication Association outstanding health commun…
• American Public Health Association’s Mayhew Derryberry Resea…
• Fellow of the International Communication Association (2023)