Exploring consumer experiences and behaviors in digital media
MPC lab
Professor Taeyeon Kim
Digital media has become an essential space where people meet, communicate, and form relationships in everyday life. The MPC Lab (Media Psychology & Consumer Lab) recognizes the central role of digital media in contemporary society and conducts research on how experiences in digital environments influence consumers’ cognition, emotion, and behavior.
Digital Media and Consumer Psychology
The lab studies how social interactions in digital media environments—such as social media platforms and virtual spaces—affect consumers’ psychological responses and behaviors. It examines how digital media reshapes various aspects of consumer experience, including social connectedness, emotional experiences, and the processing of advertising messages.
AI and Consumers
The lab focuses on how consumers interact with AI-based technologies. It explores the psychological mechanisms underlying communication and collaboration between humans and AI, and proposes effective strategies related to AI-generated content acceptance, trust formation, and purchase decision-making.
