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University of Florida

New Row

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Expert Inquiry

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Yu-Hao Lee's research focuses on the cognitive and emotional effects of immersive/interactive media such as video games and virtual reality. He also studies how to design immersive media experiences that promote better decision-making and prosocial behaviors. Yu-Hao is passionate about seeking new ways to communicate complex stories and motivate prosocial behaviors. His research has examined the use of immersive technologies in various contexts, including using serious games to train intelligence analysts to improve law enforcement officers' deception detection skills. He has also examined using immersive technology to change attitudes toward climate change and refugees.

Social Media

Media Psychology and Media Effects

Communication Technology

Emerging Media

Social Change

Faculty Page

My Tutor is an AI: The Effects of Involvement and Tutor Type on Perceived Quality, Perceived Credibility, and Use Intention

Why Taylor Swift’s Breakup Feels Like our Breakup Too

Who’s Responsible for Brand Success or Failure When the Endorser Isn’t Human?

Associate Professor

Media Inquiry