Joo-Wha Hong graduated summa cum laude from University of Illinois at Urbana-Champaign, receiving BA with honors in Communication. He wrote his thesis "Cognitive Processing During Media Consumption," examining the differences in cognitive processing between domestic and international students after media exposure, based on the theory of Schema and Priming.

He is interested in cognitive and psychological attributes in Human-computer interaction. He is particularly interested in exploring how people cognize human-like programs, from intelligent personal assistant programs in smart devices to discriminatory A.I., and types of possible communication patterns with the programs. His recent works are about how people perceive decisions by artificial intelligence and its possible influence as a social actor. He recently published papers about the perception of artworks created by AI and the understanding of AI's unethical decisions.