Clifford Nass is currently the Thomas M. Storke Professor at Stanford University; he has been a professor at Stanford since 1986. His primary appointment is in Communication, but he also has appointments by courtesy in Computer Science; Education; Law; and Sociology, and is affiliated with Science, Technology, and Society and Symbolic Systems (cognitive science).
Nass's research focuses on (laboratory and field) experimental studies of social-psychological aspects of human-interactive media interaction. Specifically, Nass discovered that people use the same rules and heuristics when interacting with technology as they do when interacting with other people. This approach is called the "Computers are Social Actors" (CASA) paradigm or "The Media Equation" (media equals real life).
Nass founded and directs the Communication between Humans and Interactive Media (CHIMe) Lab. The specific domains CHIMe focuses on are: Automobile Interfaces, Cognitive and Social Effects of Multitasking, Human-Robot Interaction, Adaptive and Personalized Systems, and Voice Interfaces.
He is the author of three books--The Media Equation, Wired for Speech, and The Man Who Lied to His Laptop--and over 150 papers on the psychology of technology and statistical methodology. As a consultant, Nass has applied his research to over 250 media products and services for companies including Microsoft, Toyota, Nissan, BMW, Philips, Sony, Time-Warner, Dell, Hewlett-Packard, Charles Schwab, and Fidelity.