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Robert Potter: Sound Research in Media Psychology: Using Psychophysiology to Investigate Cognitive Processing and Emotional Response to Audio

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Abstract

An introduction to the assumptive underpinnings of psychophysiological research and the basics of measuring cardiac, facial-muscular, and electrodermal activity in research participants. Examples of current research from Potter’s lab in the Institute for Communication Research shows how these measures can be harnessed to better understand how people process media messages generally and the auditory stream particularly.

Biography

Robert F. Potter, an Associate Professor of Telecommunications and member of the CoreFaculty in the IU Cognitive Science Program, is the Director of the Institute for Communication Research at IU. His own research focuses on the impact of auditory elements on information processing of media, psychophysiological measures as indicators of cognitive and emotional responses to media, and the concept of advertising clutter and its influence on information processing. His research has been published in Media Psychology, Communication Research, Journal of Broadcasting & Electronic Media, Journal of Advertising, Journal of Media Psychology: Theories, Methods, and Applications, and International Journal of Media Management. His first book (with Paul Bolls), Psychological Measures and Meaning: Cognitive and Emotional Responses to Media, will be published in early 2011. He has over a decade of experience in the radio industry as a promotions director, research director, and program director.