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Thomas Gordon

Thomas Gordon

Thomas Gordon, Psychology

Health and Social Sciences Building #347


Health Communication, Health Campaign Design, Health Psychology, Research Methods & Statistics

Research Interest

Development of effective health campaign message strategies; development of perceptual mapping and cognitive modeling tools.

Educational Background

B.S., Montana State University (Communication)

M.A., Michigan State University (Communication Research)

Ph.D., Michigan State University (Communication Research)


Gordon has had extensive experience conducting research studies involving a variety of research approaches, with particular emphasis on perceptual mapping, for such clients as: ABC Television Network; World News Tonight program; ABC Spot Sales Division; and numerous national corporations. For the past decade he has concentrated on health research and the use of perceptual mapping and segmentation approaches to develop more effective health campaigns. Gordon has conducted NCI and NIBIB funded projects, and studies for the Pennsylvania Department of Health, and the Philadelphia Department of Public Health. Much of this research has involved working with low-income, low-health-literacy minority communities and has successfully produced tutorials and message strategies that are culturally and developmentally appropriate for these target groups. These studies have covered diverse areas of application including colorectal cancer screening, radiological terror, smallpox vaccination, avian flu attitudes toward vaccination and quarantine, public perceptions of emergency preparedness, and perceptions of patients by HIV/AIDS caregivers. These projects involved cross-disciplinary collaboration, and produced several peer-reviewed publications and presentations.