My primary emphases are (a) health psychology & health communication, (b) social, normative and media influence, (c) attitude change and attitude-behavior modeling, and (d) psychometrics, assessment and research methodology. Much of my current and forthcoming research focuses on social influence processes occurring within immersive virtual reality environments, with a particular emphasis on utilizing virtual gaming worlds to deliver health communications. My applied areas are health-risk prevention, science communication, and implicit and explicit bias assessment and modeling