{"id":259,"date":"2025-03-28T10:34:35","date_gmt":"2025-03-28T17:34:35","guid":{"rendered":"https:\/\/labs.wsu.edu\/mediamindlab\/?page_id=259"},"modified":"2025-03-31T12:18:26","modified_gmt":"2025-03-31T19:18:26","slug":"edu","status":"publish","type":"page","link":"https:\/\/labs.wsu.edu\/mediamindlab\/edu\/","title":{"rendered":"edu"},"content":{"rendered":"\n

\"\"The Science Behind What We Do<\/h1>\n\n\n\n

Understanding the Embodied Mind in Media Research<\/h2>\n\n\n\n

At the Murrow Media Mind Lab, our research is grounded in the idea that the\u00a0mind is not separate from the body<\/strong>\u2014it\u00a0is<\/em> the body. This concept, known as the\u00a0embodied mind<\/strong>, is central to everything we study. Through\u00a0biometric tools<\/strong>\u00a0like heart rate (ECG), skin conductance (EDA), and facial EMG, we explore how your\u00a0nervous system reacts in real-time<\/strong>\u00a0to media and advertisements, uncovering how emotions, attention, and cognition unfold\u00a0as you experience them<\/em>.<\/p>\n\n\n\n

What is the Psychophysiology Paradigm?<\/h2>\n\n\n\n

Psychophysiology is the scientific approach we use to link physiological signals to psychological processes<\/strong>. It\u2019s not just about measuring a heartbeat or a skin response\u2014it\u2019s about understanding what those signals tell us about how you think, feel, and engage with media content.<\/p>\n\n\n\n

Our approach assumes:<\/p>\n\n\n\n

    \n
  • The mind is embodied<\/strong> in the brain, nervous system, and body.<\/li>\n\n\n\n
  • Mental processing unfolds across time<\/strong>, not all at once.<\/li>\n\n\n\n
  • Emotional and cognitive responses are\u00a0deeply interconnected<\/strong>.<\/li>\n<\/ul>\n\n\n\n

    Why This Matters for Advertising and Media Research<\/h2>\n\n\n\n

    We believe that media doesn\u2019t just inform or entertain\u2014it interacts with your body and brain. We use the Embodied Motivated Cognition (EMC)<\/strong> framework to study this. EMC sees attention, emotion, and motivation as inseparable<\/strong>\u2014and our tools help us see these processes play out in real time.<\/p>\n\n\n\n

    This lets us answer questions like:<\/p>\n\n\n\n

      \n
    • What part of an ad grabs attention and why?<\/li>\n\n\n\n
    • How does emotional arousal shape memory of a message?<\/li>\n\n\n\n
    • What does a change in facial muscle tension tell us about emotional valence?<\/li>\n\n\n\n
    • How do new technologies like VR affect embodied mental experience?<\/li>\n<\/ul>\n\n\n\n

      Our Theoretical Goals<\/h2>\n\n\n\n

      By combining biometric signals<\/strong> with psychological theory<\/strong>, we go beyond surface-level reactions. We’re studying:<\/p>\n\n\n\n

        \n
      • How your body and brain co-process media<\/strong><\/li>\n\n\n\n
      • How advertising effects emerge<\/strong> from physiological and emotional states<\/li>\n\n\n\n
      • How to make content that is not only engaging but ethically and effectively crafted<\/strong><\/li>\n<\/ul>\n\n\n\n

        We\u2019re not just looking at responses\u2014we\u2019re looking at processes. And by grounding our work in a strong scientific framework, we aim to contribute to both academic knowledge and industry innovation.<\/p>\n\n\n\n

        \"\"<\/h2>\n","protected":false},"excerpt":{"rendered":"

        The Science Behind What We Do Understanding the Embodied Mind in Media Research At the Murrow Media Mind Lab, our research is grounded in the idea that the\u00a0mind is not separate from the body\u2014it\u00a0is the body. This concept, known as the\u00a0embodied mind, is central to everything we study. Through\u00a0biometric tools\u00a0like heart rate (ECG), skin conductance […]<\/p>\n","protected":false},"author":44114,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":[],"categories":[],"tags":[],"wsuwp_university_location":[],"wsuwp_university_org":[],"_links":{"self":[{"href":"https:\/\/labs.wsu.edu\/mediamindlab\/wp-json\/wp\/v2\/pages\/259"}],"collection":[{"href":"https:\/\/labs.wsu.edu\/mediamindlab\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/labs.wsu.edu\/mediamindlab\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/labs.wsu.edu\/mediamindlab\/wp-json\/wp\/v2\/users\/44114"}],"replies":[{"embeddable":true,"href":"https:\/\/labs.wsu.edu\/mediamindlab\/wp-json\/wp\/v2\/comments?post=259"}],"version-history":[{"count":6,"href":"https:\/\/labs.wsu.edu\/mediamindlab\/wp-json\/wp\/v2\/pages\/259\/revisions"}],"predecessor-version":[{"id":318,"href":"https:\/\/labs.wsu.edu\/mediamindlab\/wp-json\/wp\/v2\/pages\/259\/revisions\/318"}],"wp:attachment":[{"href":"https:\/\/labs.wsu.edu\/mediamindlab\/wp-json\/wp\/v2\/media?parent=259"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/labs.wsu.edu\/mediamindlab\/wp-json\/wp\/v2\/categories?post=259"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/labs.wsu.edu\/mediamindlab\/wp-json\/wp\/v2\/tags?post=259"},{"taxonomy":"wsuwp_university_location","embeddable":true,"href":"https:\/\/labs.wsu.edu\/mediamindlab\/wp-json\/wp\/v2\/wsuwp_university_location?post=259"},{"taxonomy":"wsuwp_university_org","embeddable":true,"href":"https:\/\/labs.wsu.edu\/mediamindlab\/wp-json\/wp\/v2\/wsuwp_university_org?post=259"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}