Sahara Byrne
Senior Associate Dean, Office of the Senior Associate Deans
Professor, Department of Communication

My most recent research aims to explain and predict when unintended effects occur in response to persuasive and strategic messages, especially those that are designed to be pro-social – such as health campaigns. I am especially interested in testing when and why youth resist campaigns, interventions, and policies designed to protect them from engaging in risky behaviors.
Research Focus
Unintended effects of persuasive messaging, youth and media, health communication
Teaching Focus
Media effects, Media and Human Development, Persuasion, Strategic Communication
Awards & Honors
- ISS Research Fellowship (2019) Institute for the Social Sciences
- Donald C. Burgett Distinguished Advising Award (2017) College of Agriculture and Life Sciences
- Kendall S. Carpenter Memorial Advising Award (2016) College of Agriculture and Life Sciences
- Chancellor's Award for Excellence in Teaching (2013) State University of New York
- Innovative Teaching Award (2012) Cornell University College of Agriculture and Life Sciences
Courses Taught
- COMM 7990: Graduate Research
- COMM 4990: Independent Research
- COMM 1101: Introduction to Communication
- COMM 1101: Introduction to Communication
- COMM 1101: Introduction to Communication
- COMM 1101: Introduction to Communication
- COMM 1101: Introduction to Communication
- COMM 1101: Introduction to Communication
- COMM 1101: Introduction to Communication
- COMM 1101: Introduction to Communication
- COMM 1101: Introduction to Communication
- COMM 1101: Introduction to Communication
- COMM 6850: Theory Construction and Deductive Reasoning
Contact Information
482 Mann Library Building
Ithaca, NY 14853
seb272 [at] cornell.edu
Additional Links
Selected Publications
- Byrne, S., Kalaji, M., & Niederdeppe, J. (2018). Does Visual Attention to Graphic Warning Labels on Cigarette Packs Predict Key Outcomes among Youth and Low-income Smokers? Tobacco Regulatory Science (TRS). 4:18-37.
- Byrne, S., Safi, A. G., Kemp, D., Skurka, C., Davydova, J., Scolere, L., Mathios, A. D., Avery, R. J., Dorf, M. C., Steinhardt, J., & Niederdeppe, J. (2017). Effects of Varying Color, Imagery, and Text of Cigarette Package Warning Labels among Socioeconomically Disadvantaged Middle School Youth and Adult Smokers. Health Communication. 34:306-316.
- Schuldt, J., McComas, K. A., & Byrne, S. (2016). Communicating about ocean health: Theoretical and practical considerations. Philosophical Transactions of the Royal Society B: Biological Sciences.
- Byrne, S., Katz, S., Mathios, A., & Niederdeppe, J. (2014). Do the ends justify the means? A test of alternatives to the FDA proposed cigarette warning labels. Health Communication.
- Byrne, S., Katz, S. J., Lee, T., Linz, D., & McIlrath, M. (2014). Peers, predators, and porn: Predicting parental underestimation of children's risky online experiences. Journal of Computer-Mediated Communication. 19:215-231.
- Byrne, S., Niederdeppe, J., Avery, R., & Cantor, J. (2013). "When diet and exercise are not enough": An examination of lifestyle change inefficacy claims in direct-to-consumer advertising. Health Communication. 28:800-813.
- Niederdeppe, J., Byrne, S., Avery, R., & Cantor, J. (2013). Exposure to direct-to-consumer pharmaceutical advertising, diagnosis with high cholesterol, and statin use. Journal of General Internal Medicine. 28:886-893.
- Byrne, S., Gay, G. K., Pollak, J. P., Gonzales, A. L., Retelny, D., Lee, T., & Wansink, B. (2012). Caring for Mobile Phone-Based Virtual Pets can Influence Youth Eating Behaviors. Journal of Children and Media. 6:83-89.
- Byrne, S., Guillory, J., Mathios, A., Avery, R., & Hart, P. S. (2012). The unintended consequences of disclosure: The impact of manipulating sponsor identification on the perceived credibility and effectiveness of smoking cessation advertisements. Journal of Health Communication. 17:1119-1137.
- Byrne, S., & Lee, T. (2011). Toward predicting youth resistance to internet risk prevention strategies. Journal of Broadcasting & Electronic Media. 55:90-113.
Sahara in the news

News
In a study involving 16 focus groups, a multidisciplinary research team found that uncertain and vague language on the warning labels of electronic cigarettes was confusing and reduced risk perceptions.
- Department of Communication
- Communication
- Health + Nutrition

News
Benjamin Z. Houlton, the Ronald P. Lynch Dean, has announced appointments elevating two members of the College of Agriculture and Life Sciences to leadership positions. Sahara Byrne , professor of communication, has been promoted to senior...