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 student researchers interested in technology-mediated social behavior—how features and affordances of technology enable or constrain people’s thoughts, feelings, and behaviors.

Members of our lab are invested in exploring the ways in which technology expands, constrains, and alters human social behavior across multiple behavioral domains such as identity management, self-concept, virtual consumer behavior, and antisocial behavior.

If you are interested in graduate or undergraduate training in the TSB Lab or the Institute of Communications Research, please feel free to contact Dr. Mike Yao or other lab members.

News Updates

Sep 2, 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 Crystal Chen 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 Crystal Chen 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.

For Lab Members: