Robert Hornik, PhD

Robert Hornik, PhD
CPHI Senior Fellow

Title: Wilbur Schramm Professor of Communication and Health Policy, Annenberg School for Communication

Public Health Interests:

Communication; tobacco; campaign evaluation; formative research; media effects

Current Public-Health Related Activities:

Robert C. Hornik (Ph.D., Stanford University) is the Wilbur Schramm Professor of Communication and Health Policy at the Annenberg School for Communication, University of Pennsylvania.   He now co-directs Penn’s Tobacco Center for Regulatory Science funded by FDA/NCI.  His major current research project under that grant examines the effects of mass and social media diffused information about tobacco products on youth and young adult decisions about tobacco use.  Between 2003-2014 he directed Penn’s National Cancer Institute-funded Center of Excellence in Cancer Communication Research. That program involved major population studies of the ways information seeking and scanning influenced decision-making throughout the cancer spectrum from prevention through screening, treatment and post-diagnosis survival.  He has led the evaluation of more than 20 public health communication campaigns including those focused on child survival, HIV prevention and tobacco use throughout the world as well as the evaluation of the US National Youth Antidrug Media Campaign.  He is the author of Development Communication, edited Public Health Communication: Evidence for Behavior Change and co-edited Prediction and Change of Health Behavior as well as more than 135 refereed articles and papers. He has served on five US National Academy of Sciences Committees, is a Fellow of the International Communication Association and received the Derryberry Award from the American Public Health Association and the Lindback award for distinguished teaching at Penn.

Select Publications:

Public Health Communication: Evidence for Behavior Change (ed.) Mahwah, NJ: Lawrence Erlbaum, 2002.

“Effects of the National Youth Anti-Drug Media Campaign on Youth” (Hornik, R. Jacobsohn, L. Orwin, R., Piesse, A. & Kalton, G.) American Journal of Public Health 98(12),p2229-2236 (2008).

“Effects of Scanning—Routine Health Information Exposure—on Cancer Screening and Prevention Behaviors in the General Population” (Hornik, RC, Parvanta, S., Mello, S. Freres, D., Kelly, B. Schwartz, JS.)  Journal of Health Communication Volume 18, Issue 12, December 2013, pages 1422-1435. DOI: 10.1080/10810730.2013.798381)

“Systematic Review of the Effectiveness of Mass Media Interventions for Child Survival in Low and Middle-Income Countries” (Naugle, D. & Hornik R.) Journal of Health Communication 19(S1):190-215. (2014) DOI:10.1080/10810730.2014.918217