Contact: Emily Smith
University of Missouri-Columbia
Caption: The researchers measured the physiological responses of viewers while the viewers watched a series of 30-second anti-tobacco ads. Electrodes were placed on the viewers' facial muscles to measure emotional responses. Attention, which was defined as the amount of mental effort participants expended to interpret the messages, was measured by taking participants' heart rates.
Credit: PRIME lab, Missouri School of Journalism
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Related news release: MU study reveals effective anti-tobacco ads should either scare or disgust viewers