Home » Measuring Psychological Responses To Media Messages
Product Image

Measuring Psychological Responses To Media Messages

€72.99
Quantity:
In stock with our UK publisher. 14-28 days
Delivery/Collection within 10-20 working days
14 days return policy Shipping & Delivery
Additive Factors Model
Advertising Research Study
ARIMA Procedure
attention
Attentional Inertia
behavioral response assessment
Category=GTC
Category=JBCT
Category=NH
Children's Cognitive Processing
Children’s Cognitive Processing
cognitive psychology methods
Comprehensible Content
data
ED Measure
eq_bestseller
eq_history
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
eq_society-politics
experimental communication research
False Alarm Levels
False Alarms
inertia
Interbeat Intervals
laboratory techniques for media effects
latency
Latin Square Method
media message processing
negative
Negative Ads
Nonparametric Measures
Partial Autocorrelation Function Plot
positive
Positive Ads
psychophysiological measurement
quantitative analysis techniques
reaction
Response Latency
Response Latency Data
secondary
Secondary Reaction Time
Secondary Task
Secondary Task Reaction Time
Secondary Task Technique
Signal Detection
Subject's Average Score
Subject’s Average Score
task
time
Tv Commercial
Tv Screen

Product details

  • ISBN 9780415515566
  • Weight: 470g
  • Dimensions: 152 x 229mm
  • Publication Date: 02 Dec 2011
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Paperback
Secure checkout Fast Shipping Easy returns
Description

Characterized by its multi-level interdisciplinary character, communication has become a variable field -- one in which the level of analysis varies. This has had important ramifications for the study of communication because, to some extent, the questions one asks are determined by the methods one has available to answer them. As a result, communication research is characterized by the plethora of both qualitative and quantitative approaches used by its practitioners. These include survey and experimental methods, and content, historical, and rhetorical analyses.

A variety of tools has been developed in cognitive psychology and psychophysiology which attempts to measure "thinking" without asking people how they do it. This book is devoted to exploring how these methods might be used to further knowledge about the process of communication. The methods chosen have all been used extensively in cognitive and experimental psychology. Each chapter in this book is designed to describe the history of the method being introduced, the theory behind it, how to go about using it, and how it has already been used to study some area of communication. The methods introduced here vary widely in terms of the amount of equipment and training needed to use them. Some require only theoretical knowledge and a paper and pencil; others require more elaborate hardware and software for implementation. These methods also vary widely in terms of what sorts of variables they can be used to measure. Some of them adapt quite readily to traditional communication variables like persuasion, attitude change, and knowledge; others are more applicable to process type variables such as attention, arousal, involvement, encoding, and retrieval.