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Fear on the Radio: Cognitive and emotional responses to high-fear high-imagery messages
Unformatted Document Text:  milliseconds between beats and converted to beats per minute. Emotional Valence Emotional valence is a dimension of emotion that has to do with how positive or negative a person feels. Negative emotional valence will be measured in this study through facial EMG. Corrugator muscle activity will be measured for a five second baseline prior to onset of each message, time-locked to exposure to each message and for a 30 second post-exposure period during which participants will be instructed to think about the message they just listened to. Self-reported emotional valence will also be obtained by having participants complete the SAM (self- assessment mannequin) scale (Lang, Greenwald, Bradley & Hamm, 1993). Arousal Arousal is a dimension of emotion that reflects how excited our calm a person feels. Arousal will be measured by obtaining participants’ skin conductance. Skin conductance will be measured for a five second baseline prior to onset of each message, time-locked to exposure to each message and for a 30 second post-exposure period during which participants will be instructed to think about the message they just listened to. Self-reported arousal will also be obtained by having participants complete the SAM (self-assessment mannequin) scale (Lang, Greenwald, Bradley & Hamm, 1993). Design This experiment will use a 2 (Imagery) X 3 (Message Topic) X 3 (Order) repeated measures mixed model design. Imagery and Message Topic are within subjects variable. The messages will be recorded in three different orders and participants will be randomly assigned to listen to one of the orders. Stimuli A survey conducted in Fall 2001 of 95 undergraduates at a large northwestern university indicated that pregnancy, contracting a sexually transmitted disease and being the victim of a drunk driver are high fear issues. A 60 second high imagery and low imagery message was produced for each of the high fear message topics. The high imagery messages featured a storyline with descriptive wording and sound effects. The low imagery messages featured college students talking about why they fear each topic. Six low fear messages will also be included as stimuli in order to keep participants from becoming overly sensitized to fear appeal. These low fear messages were obtained from the Ad Council and have been pre-tested to ensure they are indeed low fear. Procedure

Authors: Bolls, Paul., Mendelson, Andrew. and Popeski, Wayne.
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milliseconds between beats and converted to beats per minute.
Emotional Valence
Emotional valence is a dimension of emotion that has to do with how positive or negative a person feels.
Negative emotional valence will be measured in this study through facial EMG. Corrugator muscle activity will be
measured for a five second baseline prior to onset of each message, time-locked to exposure to each message and for
a 30 second post-exposure period during which participants will be instructed to think about the message they just
listened to. Self-reported emotional valence will also be obtained by having participants complete the SAM (self-
assessment mannequin) scale (Lang, Greenwald, Bradley & Hamm, 1993).
Arousal
Arousal is a dimension of emotion that reflects how excited our calm a person feels. Arousal will be
measured by obtaining participants’ skin conductance. Skin conductance will be measured for a five second
baseline prior to onset of each message, time-locked to exposure to each message and for a 30 second post-exposure
period during which participants will be instructed to think about the message they just listened to. Self-reported
arousal will also be obtained by having participants complete the SAM (self-assessment mannequin) scale (Lang,
Greenwald, Bradley & Hamm, 1993).
Design
This experiment will use a 2 (Imagery) X 3 (Message Topic) X 3 (Order) repeated measures mixed model
design. Imagery and Message Topic are within subjects variable. The messages will be recorded in three different
orders and participants will be randomly assigned to listen to one of the orders.
Stimuli
A survey conducted in Fall 2001 of 95 undergraduates at a large northwestern university indicated that
pregnancy, contracting a sexually transmitted disease and being the victim of a drunk driver are high fear issues. A
60 second high imagery and low imagery message was produced for each of the high fear message topics. The high
imagery messages featured a storyline with descriptive wording and sound effects. The low imagery messages
featured college students talking about why they fear each topic. Six low fear messages will also be included as
stimuli in order to keep participants from becoming overly sensitized to fear appeal. These low fear messages were
obtained from the Ad Council and have been pre-tested to ensure they are indeed low fear.
Procedure


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