Psychophysiological Measurement and Meaning

'In addition to its compelling structure, the authors work to make the material highly approachable, both through thorough explanation of various physiological indicators as well as through a readable writing style. Indeed, the book pairs comprehensive explanation with an occasional dose of humor. In chapter 2, the authors note that one key to conducting this form of research is working to overcome the artificiality of the research lab by making the participant feel comfortable while researchers attach a handful of electrodes to the participant's hands, arms, and face. Likewise, it is clear that the authors worked to make the reader equally comfortable in learning about what those electrodes can tell us about message processing. As such, Psychophysiological Measurement and Meaning will likely become a useful aid in training those who wish to employ physiology in their own line of research.'R. Glenn Cummins, Journal of Broadcasting & Electronic Media

'This book is about both doing the right thing and doing it right...full of good science and practical advice for measuring and interpreting signals from the body and brain as people are exposed to media like TV programs, movies, online videos, and advertising.'Steve Genco, Intuitive Consumer Blog