Experiments are conducted using video stimuli or web pages stored locally for control or through the World Wide Web. Subjects view stimuli on a 42-inch monitor and listen either through external speakers or headphones. Similar to all individual-subject labs in the ICR, stimulus presentation can be time-locked to psychophysiological data collection.
Psychophysiological variables measured include:
• Heart Rate Activity (ECG) to index attention paid to media
• Skin Conductance Activity (EDA) to index excitement/arousal in response to media
• Facial Muscle Activity (EMG) to index emotional response to media
• Brain Wave Activity in 14-channels of EEG data
Media Lab and Direct RT software is installed to allow for researcher control over stimuli delivery as well as a measurement of a range of dependent variables from self-reported scales to secondary task reaction time (STRT).
• X-Box 360 Game Console to study single-player video game experiences