One key area of Sangwook Lee’s research focuses on the psychological effects of communication technologies, particularly AI-driven systems like personalized advertising. His work examines how users perceive and respond to algorithmic processes, such as behavioral targeting and data-driven personalization, which are increasingly prevalent in digital environments. His research also focuses on the ethical implications of AI and the impact of digital technologies on advertising effectiveness. Additionally, he also explores the psychological effects of communication technologies, including AI, VR, and AR. His work has been published in journals such as Media Psychology, Computers in Human Behavior, International Journal of Human-Computer Interaction, and Behaviour & Information Technology.
keywords
Human Computer Interaction, Computer Mediated Communication
