Dr. Ledford’s research expertise centers around health communication, persuasion, and quantitative research methods, and she researches and teaches these topics. In addition, Dr. Ledford studies inclusive and effective teaching strategies in her research and believes that high-quality teaching practices, like effective practices across all areas of communication, serve students best when they are derived from evidence-based strategies.
Dr. Ledford’s research is broadly concerned with health, persuasion, social cognition, and stigma reduction. Simply put, she does research that asks and answers: “how can we create health messages that persuade people to enact healthy behaviors but do not stigmatize them for not doing so?” To answer this broad question, she studies (1) the effects of stigmatizing messages on people’s beliefs, attitudes, and behaviors related to varied topics including opioids and Autism Spectrum Disorders; (2) what strategies are most effective at changing people’s beliefs—including perceptions of risk and stigma—attitudes, and behaviors; and finally (3) how people in stigmatized communities are affected by public health messages, particularly among issues where health disparities are evident (e.g., COVID-19).
Research and Teaching Interests
- health, persuasion, social cognition, and stigma reduction
In her research, Victoria investigates the cognitive and affective processes involved in persuasion and decision-making. Her research intersects health, persuasion, and stigma literatures as she undertakes studies that seek to isolate what types of messages can positively influence people’s cognitions, emotions, and behaviors (thereby reducing stigma).
Broadly concerned with health, persuasion, social cognition, and stigma reduction, Victoria uses both quantitative and qualitative methods to investigate the cognitive processes and effects of public messages about a range of topics. Her research theorizes about the ways in which public communication (e.g. media messages, health campaigns) about stigmatizing topics negatively influences beliefs, attitudes, and behaviors that can harm public health. In addition, she also conducts research among stigmatized communities to understand and bring light to their experiences and the negative effects of stigma communication. Finally, as a health communication and persuasion scholar, Victoria is committed to writing theoretical and methodological articles that more broadly comment on the effectiveness of various persuasive message strategies.
Theoretical perspectives and topics explored in Victoria’s research include:
- Stigma communication, including public and self-stigma
- The role of affect in persuasion
- Risk communication
- Narratives and persuasion
Victoria also explores a variety of topics in her research, including:
- Opioid Use Disorders
- Physical Health and Wellness
- Autism Spectrum Disorders
- Sexual Health and HPV
- E-cigarettes
- Stigma toward LGBTQ+ Individuals
