I AM LAB - University of Houston
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In the Identity & Academic Motivation Lab, we work to understand how students’ identity (how they view themselves and their social groups) affects their motivation in school, from preschool through college. We want to learn more about social influences on students’ interest in science, technology, engineering and math. The lab is directed by Allison Master, an assistant professor at the University of Houston College of Education.

Our research is supported by the U.S. Department of Education’s Institute of Education Sciences, the National Science Foundation and the Ready Mind Project at the University of Washington’s Institute for Learning & Brain Sciences. In addition to having a laboratory at UH, we collaborate with faculty and staff at the UW Institute for Learning & Brain Sciences. We also partner with schools in Washington state and Rhode Island.


media spotlight

Lab director Allison Master spoke with Good Morning America in 2021 about our lab’s research.
Children with two teachers


We are always looking for families and K-12 schools to participate in our studies.


If you are a parent and would like to have your child participate in our studies, we invite you to learn more about participating.


If you are a school principal or teacher interested in learning more about having your school participate in research, please email us at iamlab@uh.edu.

Students with teachers


Lab director Allison Master received a nearly $500,000 grant from the National Science Foundation in fall 2021 to conduct four experimental studies to examine how stereotypes influence students’ interest and participation in computer science. Together, these studies will deepen our understanding of the causes and consequences of gender stereotypes, how they influence girls’ motivation to learn computer science, and how we can help students resist stereotypes and start the pathway to computer science careers. Master serves as the principal investigator, and Weihua Fan, an associate professor at the UH College of Education, serves as co-PI.

Allison Master

Contact Us

Please reach out with any questions about our research! 

Identity and Academic Motivation Lab 
3657 Cullen Blvd. 
Farish Hall, Room 464 
Houston, TX 77204 

Pictured: Assistant Professor Allison Master, lab director