ABSTRACT
The most common psychophysiological measures utilized in the media psychology laboratory were discussed in the previous two chapters. When researchers want to obtain a dynamic indicator of cognitive processing of mediated messages they turn to heart rate and, occasionally, the EEG. When emotion is the construct of interest skin conductance and facial EMG are often used. As the field grows, however, media researchers are discovering new measures by reading publications arising from psychophysiological experiments conducted in cognitive psychology and neuroscience labs. While many of these measures have been validated within a more basic research experimental paradigm, their applicability to longer-form stimuli such as media messages is only beginning to be explored.
