Seth Li
I study the unintended consequences of information systems — how online platforms, social networks, and AI shape human decisions in ways that are often surprising, sometimes adverse, and always consequential. My work appears in MISQ, ISR, and JAIS.
§1Research
Virtual Reality, Mental Models, and Mindful Decision-Making
Examines how immersive VR environments reshape users' mental models, finding that VR promotes more mindful and deliberate decision-making compared to conventional screen interfaces.
Can Positive Online Social Cues Always Reduce User Avoidance of Sponsored Search Results?
Shows that positive social cues do not uniformly reduce sponsored search avoidance — their effectiveness depends on user skepticism and contextual fit.
Seems Legit: An Investigation of the Assessing and Sharing of Unverifiable Messages on Online Social Networks
Reveals how network structure and social identity cues govern credulity and sharing of unverifiable messages — illuminating a structural mechanism behind misinformation propagation.