Qijia Ye

Qijia Ye studies message effects in health communication, particularly focusing on the role of emotions in persuasion. He is also interested in developing AI-assisted methods to advance communication research.

Qijia Ye is a doctoral candidate at the Annenberg School for Communication at the University of Pennsylvania. Ye’s research program aims to understand the effects of various message strategies on at-risk populations and translate knowledge into effective communication-based health interventions. Currently, his research spans three primary lines of inquiry. The first line investigates the mechanisms underlying emotional appeals and their persuasive effects, including discrete emotions (e.g., guilt), complex emotional states (e.g., nostalgia), and dynamic emotional processes (e.g., emotional flow). The second line examines how message targeting and tailoring influence health behaviors among marginalized populations (e.g., LGBTQ+ individuals), with the goal of informing interventions that reduce health disparities. The last line explores the methodological use of AI, especially large language models (LLMs), to develop effective, reliable, and equitable AI-assisted methods for communication research (e.g., LLM-assisted message pretesting).

Prior to joining Annenberg, Ye received his M.A. in Communication from the Michigan State University, M.A. in Promotional Media from the Goldsmiths, University of London, and B.A. in Advertising from the Zhejiang University.