ERIC Number: EJ799753
Record Type: Journal
Publication Date: 2007-Oct
Abstractor: As Provided
Reference Count: 0
Conceptualizing Media Stimuli in Experimental Research: Psychological versus Attribute-Based Definitions
Tao, Chen-Chao; Bucy, Erik P.
Human Communication Research, v33 n4 p397-426 Oct 2007
This paper argues for a clearer conceptualization of media stimuli in experimental research and identifies 3 issues impeding our understanding of message processing: (a) assumptions bolstered by manipulation checks about homogeneity of response to media stimuli, (b) conflation of 2 different classes of variables--media attributes and psychological states, and (c) discrepancies between the conceptual model and operational-level hypotheses used to test research questions. To provide a more comprehensive framework for investigating media effects in experimental research, we argue for a clearer conceptual separation between message attributes and user perceptions and apply a mediation model of information processing to overcome the limitations of conventional approaches. Subjected to 2 empirical tests involving the assessment of Web-based media, the model finds an increase in explained variance in each instance.
Descriptors: Stimuli, Research Methodology, Psychology, Responses, Attitudes, Models, Internet, Cognitive Processes, Media Research
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Publication Type: Journal Articles; Reports - Evaluative
Education Level: N/A
Authoring Institution: N/A