Sue Lim

This study examines how speakers respond to supportive vs. unsupportive audiences in virtual reality, finding greater anxiety and physiological arousal in the unsupportive condition and reduced anxiety with VR exposure.

This study uses VR to show that subtle, unnoticed message reintroductions boost memory retention, highlighting vulnerabilities in future digital media environments.

This paper introduces a VR-based method to measure audience responses through pupillary responses and shows it can accurately decode video identity and memory.

This study uses VR to examine how exposure, reception, and retention of emotional billboard messages are interconnected, finding exposure gates effects, distraction influences exposure, and emotional content and distraction affect retention.

This study uses VR and eye tracking to show that culturally matched billboards receive more attention and better recall than mismatched ones.

This study uses VR and eye-tracking to examine attention and retention of AI-generated ads in simulated urban environments, finding that ad placement and task demands affect recall.