Won-Ki Moon
Assistant Professor University of Florida
- Gainesville FL
Won-Ki Moon studies sociotechnical decision-making, public trust in AI and how systems shape consumer, organizational and societal behavior.
Biography
Areas of Expertise
Media Appearances
Eugy Han and Won-Ki Moon selected for UF International Center 2026 Global Fellows Program
UF College of Journalism and Communications online
2025-11-12
Two University of Florida College of Journalism and Communications (UFCJC) faculty members have been selected for the UF International Center 2026 Global Fellows Program (GFP). Media Production, Management, and Technology Assistant Professor Eugy Han and Advertising Assistant Professor Won-Ki Moon will receive funding to lay the groundwork for conducting international research.
Won-Ki Moon Offers Information on Classroom Best Practices at 2025 UF Quest Day
UF College of Journalism and Communications online
2025-03-28
Won-Ki Moon, University of Florida College of Journalism and Communications Advertising assistant professor, was one of five faculty members speaking on best practices in the classroom at 2025 UF Quest Day on March 12 at the UF Reitz Student Union.
“Don’t Believe Everything You Read Online”: How AI Fact-Checking Could Challenge Political Bias in Science Information Processing
UF College of Journalism and Communications online
2024-12-12
As social media has grown into many people’s primary news source, so has its potential for misinformation. Facebook and X have both launched fact-checking tools to combat so-called fake news. Yet many users dismiss the fact-check itself as false, especially when it challenges their preexisting views. Could an AI fact-checker seem more objective and help change minds?
Research Fridays: Rise of Non-Human Agents in (Strategic) Communication
UF College of Journalism and Communications tv
2023-04-07
Research Fridays features faculty and graduate students from the University of Florida College of Journalism and Communications presenting current research to their colleagues. On April 7, 2023, Advertising Assistant Professor Won-Ki Moon presented “Rise of Non-Human Agents in (Strategic) Communication.”
Social
Articles
Between Innovation and Caution: How Consumers’ Risk Perception Shapes AI Product Decisions
Journal of Current Issues & Research in AdvertisingMoon, et al.
2025-03-31
While artificial intelligence (AI)-integrated products continue to surge in the market, research on effectively marketing these products remains scarce. Notably, the emergence of generative AI products has both astonished consumers and prompted businesses to accelerate AI adoption. Yet, for many, AI remains an early adopter’s domain. Our study highlights a potential barrier: the varied risk perceptions (RPs) that consumers associate with AI products.
Fact-checking in the age of AI: Reducing biases with non-human information sources
Technology in SocietyMoon & Kahlor
2024-11-27
This study examines the obstacles to the effectiveness of fact-checking, focusing primarily on the pervasive impact of entrenched biases. Fact-checking efforts often face resistance when linked to mistrusted sources, leading to cognitive dissonance and the rejection of messages in favor of pre-existing beliefs, a phenomenon known as motivated reasoning. This resistance hinders organizations’ ability to correct misconceptions surrounding social issues and entities. The research delves into whether non-human entities such as AI can facilitate less biased information processing due to their perceived impartiality.
Virtual voices for real change: The efficacy of virtual humans in pro-environmental social marketing for mitigating misinformation about climate change
Computers in Human Behavior: Artificial HumansMoon, et al.
2024-01-30
Academics have focused their research on the rise of non-human entities, particularly virtual humans. To assess the effectiveness of virtual humans in influencing individual behavior through campaigns, we conducted two separate online experiments involving different participant groups: university students and U.S. adults.
AI as an Apolitical Referee: Using Alternative Sources to Decrease Partisan Biases in the Processing of Fact-Checking Messages
Digital JournalismMyojung Chung, et. al
2023-09-14
While fact-checking has received much attention as a tool to fight misinformation online, fact-checking efforts have yielded limited success in combating political misinformation due to partisans’ biased information processing. The efficacy of fact-checking often decreases, if not backfires, when the fact-checking messages contradict individual audiences’ political stance.
Media
