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.
PRIME Lab News
- Dec. 3, 2020: PRIME lab adjusts to continue researching during pandemic
- Dec. 3, 2020: Explaining science – visually
- Aug. 18, 2011: Extreme Negative Anti-Smoking Ads Can Backfire, MU Experts Find
- Nov. 1, 2010: Training Away Stereotypes
- April 22, 2010: The Joy is in the Social Hunt
- Nov. 13, 2009: MU Researchers Find Internet Search Process Affects Cognition, Emotion
- Aug. 26, 2009: Online News Garners More Attention from Readers if It’s Negative and Localized, MU Study Finds
- Nov. 14, 2008: HCD Research Partners with Missouri School of Journalism to Conduct Advanced Consumer Advertising Research
- Oct. 24, 2008: Research Reveals Effective Anti-Tobacco Ads Should Either Scare or Disgust Viewers
- July 12, 2007: ‘Less is More’ Online
- March 8, 2006: MU Study Shows Adolescents More Affected Emotionally, Intellectually by Fear-Based Commercials Than Adults
- Feb. 6, 2006: New PRIME Lab Web Site to Facilitate Sharing of Media Effects Research
- Dec. 13, 2005: Research Reveals Slower-Paced, Non-Attack Political Ads Are Most Attention-Getting