Director, Risk Communication Laboratory
- Risk Communication
- HIV & AIDs
- Cancer Education
- Community Based Program Planning and Evaluation
Dr. Sarah Bauerle Bass is an associate professor (SBS) and director of the Risk Communication Laboratory. Her research focuses on health and risk communication and how public health messages are crafted for diverse audiences to enhance decision-making. She has advanced the field of health communication by applying commercial marketing techniques to the development and testing of messages or interventions. Using perceptual mapping and vector modeling methods, Dr. Bass has shown how 3-D imaging can enhance message development and tailor it for specific behavior or attitude barriers and applying findings to interventions using mHealth, the Internet and Web 2.0 applications. Dr. Bass is also utilizing psycho-marketing methods to assess emotional and physiological response to and processing of health messages through visual, graphic, Web or textual message elements using eye tracking, pupilometer, EKG and skin conductance measures. She is currently the co-Principal Investigator for a study on developing a tailored mobile application decision aid for African American cancer patients on clinical trial participation, and Principal Investigator for two grants on identifying barriers to HCV treatment initiation in active and recovering drug users. Other research includes smallpox vaccination perceptions, HIV+ patient perceptions of clinical research, and HIV care providers’ perceptions of their patients, among others. Dr. Bass has won the prestigious Great Teacher award (2012), the highest teaching honor at Temple University, as well as the Lindback award for excellence in teaching (2007), and the Excellence in Teaching award (2006) from the College.