We are an interdisciplinary social science research lab at the University of Illinois
that focuses on technology-mediated social behavior.

The Technology and Social Behavior (TSB) Lab at the University of Illinois at Urbana-Champaign brings together faculty and student researchers to study how information, communication, and media technologies shape our social world through interdisciplinary and empirical research. We are devoted to better understanding people’s thoughts, feelings, and behaviors in relation to emerging technologies and exploring ways these advancements can open up opportunities or present unforeseen challenges.

News Updates

November, 2021

Lab member Yoon Lee won the Top Graduate Student Paper Award by NCA-Mass Communication Division with her research titled "When Good People Make Fake News Go Viral: The Role of Anger in Fake News Sharing on Social Media." Congratulations, Yoon!

November 6, 2020

Lab member Mia Wang published her study supervised by Dr. Mike Yao in Journal of Interactive Advertising. The study examines the influence of telepresence and user control on the effectiveness of embedded billboard ads in a VR racing game.

September 25, 2020

Lab members Qian Liu and Mia Wang published their study in Frontiers in Psychology. The study explores differences in virtual reality technology experience and acceptance between elderly adults and college students..

July 29, 2020

Lab members Kristy Hamilton, Seoyoon Lee, and Weizi Liu published a journal article on New Media & Society. Their study contributes to understanding and conceptualizing dimensions of self-endorsement using intelligent personal assistants.

March 15, 2020

Congratulations to Lab member Kristy Hamilton on accepting an offer from the Department of Communication at UC Santa Barbara to join their faculty as a tenure-track assistant professor in digital communication. Enjoy the beach and sunshine, Kristy!

March 4, 2020

Lab members Qian Liu and Mia Wang published a journal article in Cyberpsychology, Behavior, and Social Networking! The study explores the effects of viewing an uplifting 360-degree video on emotional well-being among elderly adults and college students under immersive virtual reality and smartphone.

Oct 18, 2019

Lab member Kristy Hamilton and Dr. Mike Yao will be presenting one study among their project sequence exploring the role of anthropomorphism on judgments of knowledge at 2019 conference of Association of Consumer Research (ACR) in Atlanta.

Jul 13, 2019

Lab member Mia Wang presented her research at 2019 American Advertising Academy (AAA) Global Conference in Beijing. She talked about how the effectiveness of embedded advertising in VR game vary by different conditions for game players and viewers.

May 28, 2019

TSB Lab took an active part in 69th ICA conference in Washington DC. Dr. Mike Yao chaired the panel "Theorizing Mediated-Communication in the Age of Technological Disruptions: a Metatheoretical Discussion". Kristy Hamilton, Seoyoon Lee, and Weizi Liu discussed the exploration and conceptualization of self-endorsement using personal digital agents. Kristy Hamilton and Chen Chen (Crystal) presented their study about the role of search query generation on brand recognition. Also, Kristy Hamilton and Weizi Liu presented their paper exploring how anthropomorphism influences illusions of knowledge from technology use. They also had a good time with external lab members and other friends.

Mar 28,2019

Lab member Chen Chen (Crystal) won the best student paper award at 2019 American Advertising Academy (AAA) conference at Dallas. Her research investigated the impact of telepresence and transportation on consumer learning in the context of real estate showing.

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