Dynamics of Persuasion
Media theory has shifted from “effects” models to “processing” models. In this project, the process of persuasion is examined over time during message receipt.
Multilevel Analysis of PSA Effectiveness
In this project, we contrast predictions of anti-drug message effectiveness from three different theoretical perspectives (ELM, AMIE, and LC4MP). We use televised anti-marijuana messages, young-adult samples, and a multilevel approach to test competing hypotheses.
The Neural Systems of Counterarguing
Building on multilevel analyses of PSA effectiveness, in this project we focus on the counterarguing (or biased processing) phenomenon in persuasion research. With a new approach in brain imaging data analysis (intersubject correlation analysis) we identify the neural systems of biased processing and develop a sensitive marker for counterarguing detection.