People at PEEC

Byron Reeves

Department Affiliation:
Professor of Communication

Centers & Institutes:

  • » The Human-Sciences and Technologies Advanced Research Institute (H-STAR) and Media X, Co-Founder and Faculty Co-Director
  • » Learning in Informal and Formal Environments (LIFE)
  • » Seriosity, Inc., Co-Founder

Area of Work:
Energy; Climate and Atmosphere; Environment; Energy Economics and Policy

Current Research:

  • » The application of computer game psychology to important problems in the areas of leadership, collaboration, innovation and productivity.
  • » The involvement that people have with avatars, and how that involvement shapes emotional responses, learning, memory and evaluations of media experiences.
  • » The difference in psychological response if people think that media are presenting reality vs. a manufactured version of reality.
  • » The influence of synthetic currencies on real behavior.
  • » The use of games to link energy information with individual homes and provide engaging feedback that will lessen and redistribute energy use in homes, cars and commercial buildings.



Byron Reeve's PEEC Funded Projects

Serious Games and Energy Use Behavior

Byron Reeve's Publications

“Leadership’s Online Labs.” Harvard Business Review.  2008.

“The Impact of Social Belief on the Neurophysiology of Learning and Memory.” Society for Neuroscience, 2008.

“A Marketplace for Attention…” First Monday, 2008.

The Media Equation: How People Treat Computers, Television and New Media Like Real People and Places.  Cambridge University Press, 1996.