Current Research
Is it the Ad or What Precedes it?: Psychophysiological Responses to Video Ads Following Emotional Content, an Excitation Transfer Perspective
Using limited capacity model for motivated mediated message processing (LC4MP; A. Lang, 2000; 2006) and excitation transfer theory (ETT), this study investigates the effects of prior exposure to emotional stimuli on subsequent cognitive and affective processing of ads. The LC4MP argues that human have a limited processing capacity, where cognitive and affective processing is pertinent on activation of the appetitive (approach) or aversive (avoid) motivational systems. The model also argues that processing of media messages occurs over time (Lang, 2000; 2006), yet keeping in mind that indicators of processing are reflections of psychological processes through physiological responses that are initially in place to maintain the brain and body’s survival (Potter & Bolls, 2012). With this in mind, exposure to mediated messages is part of a continuous psychological process with physiological responses.
Status: Data collection in progress
PI: Saleem Alhabash
Archived Research
Psychophysiological Responses to Alcohol Advertising via Social Media
In collaboration with Dr. Anna McAlister, Dr. Elizabeth Taylor Quilliam and Dr. Jef Richards, I conducted a number of studies focusing on attitudinal and behavioral responses to social media advertisements and promotion of alcohol. Our findings showed that exposure to alcohol ads on a social media site like Facebook significantly increases the desire and actions related to alcohol consumption. In addition, expressing intentions to like, share and comment on alcohol ads or status updates explains around half of the variance in expressing intentions to consume alcohol. Over the course of Fall 2015/Spring 2016 academic year, I will be leading a study that builds on those findings. In this study, I'm interested in understanding the ways in which psychophysiological responses to social media alcohol advertisements can predict drinking behavior among college students and underage minors.
Status: Data collection in progress
PI: Saleem Alhabash
The effects of multitasking with electronic media on snack food choices (2014 - 15)
The study explores the effects of multitasking with media on the choice of snacks in multitasking situations. We argue that using multiple media at the same time can increase cognitive load and, as a result, lead to the choice of energy-dense-and-nutrient-poor (EDNP) snacks over more healthful ones. This research is timely, given current concerns about snacking behaviors and obesity, which is a leading public health problem in the United States (Ogden et al., 2014).
Status: Data collection in progress
PI: Anastasia Kononova
Cultural Adaptation and Stereotype Activation in Alcohol Advertisements
Industry professionals and cultural communication scholars advocate for the use of adaptive advertising strategies when promoting a product to a foreign market. In a nutshell, culturally-adaptive ads enhance the product's relevance to target audience. However, what happens when the ads do include cultural symbols and references yet from a different culture? The current study investigates the effects of cultural adaptability in advertising domestic and foreign products. The study models the effects of cultural adaptability and product origin on attitudes and behavioral intentions by considering the moderating effect of implicit bias and the mediating effect of visual attention (eye-tracking).
Status: Data collection in progress
PI: Saleem Alhabash
What Makes Us Click?
Psychophysiological Precursors of likes, shares and comments on Facebook. "There are 4.5 billion Facebook likes every day!" (Wishpond, 2015). In an information-based economy, interactions via social media, such as likes, shares, and comments - also known as viral behaviors - become the currency of measuring online effectiveness for advertisers and marketers. Moreover, we, as individual users, also use these metrics as means of self-assurance and -assessment. So far, we know what kind of content gets viral on social media, and possibly why, yet we don't quite understand what drives these types of behaviors on the biological level. The current study employs a novel method of collecting psychophysiological responses to Facebook use in an organic way - meaning, there are no controls other than asking individuals to press on the like button, share something, comment on something, and write their own status update. All of this is happening while we're collecting physiological data, which will enable us to understand the threshold physiological responses to predict each type of viral behavior.
Status: Data collection completed; data analysis in progress
PI: Saleem Alhabash