Particular attention is paid to individual differences in cognitions such as risk perception, field processing, and locus of control that may impact users' interaction with information and their use of technologies. A cultural human factors perspective is also used as a research framework.

The ACE lab also develops tools and methodologies to quickly and accurately assess user attitudes, motivation, decision-making, knowledge, and behavior, as well as product use (and misuse) and perceptions of product safety and usability. Methods to elicit and categorize knowledge, perception, affect and attitude are the primary focus of our assessment activities.