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 in Lab A can be time-locked to psychophysiological data collection. Since Lab A is configured to bypass the Windows system when time-locking, it is utilized when millisecond accuracy is required.
Psychophysiological variables measured in Lab A include:
• Heart Rate Activity (EKG) 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 mediaStartle Reflex to measure human defensive system activation in response to media
• Brain Wave Activity in 4-channels of EEG data can be collected from any scalp location
Lab A may be used for non-psychophysiological research as well. 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).
Other features unique to Lab A include:
• X-Box 360 Game Console to study single-player video game experiences