Psychophysiological Responses to Alcohol Advertising via Social Media
In collaboration with Drs. Anna McAlister, Elizabeth Taylor Quilliam, and 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 College In Progress
PI: Saleem Alhabash
Processing of vapor cues in e-cigarette public service announcements
This two-part study will attempt to describe the effects on resource allocation of vapor-related cues on smokers and e-cigarette users. In part 1, we will test possible arguments to be contained within public service announcements and in part 2 we will test the effects of these public service announcements, including using eye tracking, heart rate and skin conductance as outcomes. This is a collaborative project with colleagues at Harvard who will be collecting data using a smoking room. Data collection will occur as soon as students begin to return this fall.
PI: Ashley 2016
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). 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 College in Progress
PI: Saleem Alhabash
Message features of tweets for smoking cessation in LGBT young adults
This will be a follow-up study to some qualitative data I am finishing analyzing looking at particular message attributes associated with perceived effectiveness, willingness to share and willingness to participate in an online forum for smoking cessation. Data collection will likely begin Spring 2016.
What Makes Us Click?
Pyshophysiological 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