Goals & Values

Research goals

• Enhancing Digital Well-Being 

At MPC Lab, we are committed to conducting research that deepens our understanding of how digital media shapes individuals' everyday lives and overall well-being. Our work explores both the positive and negative effects of digital interactions on social and emotional health, aiming to identify ways to promote healthy and meaningful digital experiences. By studying the psychological mechanisms underlying media engagement, we seek to provide insights that help individuals, policymakers, and industry leaders foster a more balanced and enriching digital environment. 

• Advancing Effective Communication and Relationship Building

Effective communication is at the heart of consumer-brand relationships and peer interactions in digital spaces. By analyzing how people interact with peers, influencers, AI agents, and opinion leaders, we strive to provide insights into effective communication strategies and trust-building mechanisms in digital media. Our research informs brands, content creators, and platforms on how to foster genuine engagement, trust, and long-term relationships in digital spaces.

• Understanding the Role of AI 

As AI-driven technologies play an increasingly significant role in digital interactions, it is crucial to understand their impact on consumer trust, emotional engagement, and decision-making. We strive to uncover the psychological mechanisms underlying how consumers accept and interact with AI-driven agents. We provide guidance for businesses, policymakers, and developers on how to create responsible and effective AI-driven consumer experiences.

Values

Our research is not just about understanding media and consumer psychology—it is a step toward enhancing consumer well-being and fostering a more ethical digital environment. By critically examining the role of digital media, AI, and online influence, we seek to identify solutions that empower consumers, protect their interests, and promote responsible engagement in digital space

We value efficient and effective research practices that encourage creativity and innovation. Each member of our lab is encouraged to develop their own productive workflow, allowing them to maximize their potential while maintaining a balanced and sustainable research approach. We believe that by combining structured efficiency with creative exploration, we can produce high-quality, impactful research while fostering a positive and engaging work environment.

At MPC Lab, we are committed to fostering an inclusive and supportive research environment where students feel empowered to express their ideas, explore diverse perspectives, and pursue their true research interests. Our lab values open dialogue, mutual respect, and the encouragement of diverse viewpoints in all aspects of research.