%0 Book
%A Jürgen Maier
%A Michaela Maier
%A Marcus Maurer
%A Carsten Reinemann
%D 2021
%C Berlin, Germany
%I Peter Lang Verlag
%T Real-Time Response Measurement in the Social Sciences
%B Methodological Perspectives and Applications
%U https://www.peterlang.com/document/1106470
%X Do people like a movie? Are consumers attracted by a broadcast commercial? How do voters evaluate the performance of political candidates in a televised debate? Traditional study designs measure the effects of those media stimuli after a recipient has been exposed to the entire movie, commercial, or debate. This approach has its limitations. Although we can learn if people like a particular stimulus as a whole we cannot tell which elements of the stimulus are responsible for the overall judgment. Real-time response (RTR) measurement provides this information. By recording individual spontaneous reactions to media messages on a second-by-second basis this technique offers unique insights into human information processing.
%K Media messages, Experiments, Information processing
%G English