
Won-Ki Moon, Ph.D.
Assistant Professor - Department of Advertising
Office: 2074 Weimer
Phone: 352-392-7594
Email: wonkimoon@ufl.edu
Won-Ki Moon, Ph.D.
Assistant Professor - Department of Advertising
Dr. Won-Ki Moon (Ph.D. University of Texas at Austin) is an Assistant Professor in the Department of Advertising in the College of Journalism and Communications at the University of Florida. His research consistently delves into the intricate web of individuals' decision-making processes, information processing, and the utilization of scientific information in everyday contexts. His research interests stem from his background in consumer behavior, media psychology, and science/risk communication.
Dr. Moon's work explores how emerging technologies, especially artificial intelligence and artificial humans, intersect with human behavior. He has extensively probed the implications of AI in the strategic communication realm, scrutinizing its role in shaping information-processing landscapes and influencing public perceptions of social issues.
Dr. Moon's current academic endeavors also center on the crucial concept of "AI for social good," with a specific emphasis on the ethical implementation of artificial intelligence to enhance societal well-being. His inquiries encompass responsible innovation in AI and the social responsibility of technology corporations. He also studies public understanding of science within various scientific realms, including but not limited to AI, climate change, health, and medicine. His research unravels the impact of science knowledge and trust on individual decision-making processes and information consumption behaviors. Dr. Moon's scholarly curiosity extends to the dynamics of politics and society as they pertain to science and technology policies.
Dr. Moon's prolific contributions span a multitude of distinguished publications in premier communication and science journals: Energy Policy, Science Communication, Health Communication, Public Relations Review, Journal of Risk Research, Journal of Responsible Innovation, Mass Communication & Society, Computers in Human Behavior, Journal of Information Science, and Journalism & Mass Communication Quarterly, among others.