The PRIME (Psychological Research on Information and Media Effects) Lab at the School of Journalism is equipped with software and hardware to measure real-time psychophysiological responses to media messages (including cardiac response, skin conductance level, and facial electromyography to index attention, arousal, and emotional experience), as well as eye-tracking devices.

It is one of six active labs housed in journalism and mass communication programs in the country equipped to use psychophysiological methods to study real time responses to messages. Both undergraduate and graduate students have opportunities to work in the late with the Schools faculty.

Research conducted in the PRIME Lab has been presented at major communication and journalism conferences such as the International Communication Association, Association for Education in Journalism and Mass Communication, and the Society for Psychophysiological Research, while also leading to publications in top-tier journals.