Journalism and Communications
Moon Lab
Led by Won-Ki Moon · Advertising
What we study
The Moon Lab studies how people respond to AI and persuasion in media. Its papers cover AI fact-checking, AI in cyberbullying reports, and sports-betting ads; a recent student project interviews researchers and community members about AI in science.
What working here is like
- Surveys & interviews
- Human participants
- Coding helps
- Project
- 1
- Papers
- 5
Current projects
Project Human and Synthetic Futures for Research: Perceptions of Artificial Intelligence in Science
The study explores how scientists and the public feel about using AI in research. Students will interview researchers and community members in Alachua County to learn whether AI is seen as improving or undermining scientific trust and rigor.
From the Spring 2025 UF Undergraduate Research Symposium · abstract book, p. 445
Summaries are written by AI in plain language from public symposium abstracts and may be imperfect.
Recent papers, explained
- Is Flattery in AI Fact-Checking Helpful or Harmful? Effects on Tool Favorability and Epistemic Verification
2026 · Journal of Broadcasting & Electronic Media
Tests whether flattering AI fact-checks make people trust the tool more but remember less.
- Star Power and Prizes: How Do Celebrity Endorsements and Financial Inducements in Online Sports Betting Advertising Affect Brand Attitudes and Betting Intentions?
2026 · Journal of Interactive Advertising
Shows celebrities and money ads make betting sites seem more appealing.
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- AI as Arbiter? The Role of Artificial Intelligence in Cyberbullying Report Review Process
2026 · Cyberpsychology Behavior and Social Networking
Shows how AI reviewing cyberbullying reports makes people more likely to follow the decision.
- When conversational AI sells: objectivity disruption, persuasion knowledge and social-validation cues in sponsored AI recommendations
2026 · Journal of Research in Interactive Marketing
Tests if sponsored AI recommendations trick people into buying things.
- Who Do We Trust to Correct Health Misinformation? Credibility of AI-Generated Fact-Checking Messages
2026 · Health Communication
Checks if AI fact-checkers seem trustworthy to people.
Plain-language summaries are AI-written and reviewed by us; check the paper for details.
How to reach out
Won-Ki Moon hasn't set up this page yet. Their UF Scholars profile lists their publications.