RESEARCH FROM THE BEHAVIORAL SCIENCES LABORATORY

• The Behavioral Sciences Laboratory at Ohio State, 1981-1987
  A flexible model for the ideal marketing research laboratory, useful for qualitative research such as focus group and IDI interviews.

 
• How to Study Subliminal Movie Advertising
  Can we get rich by putting ideas into peoples' minds without conscious awareness?  How to build and use a tachistoscope.  Additional links for technical details regarding:
  • flashtube t-scope computer interface
  • shutter t-scope computer interface board
    
  
   
• How to Study Subliminal Radio Advertising
  Hemispherical differences in information processing: do people really have a left brain and a right brain?  How to measure responses to audio tape stimuli.  Hardware description and schematic of a Cds photocell type self-damping audio key interface between an audio tape player and the analog port of a computer.
   
• How to Measure Attention During Television Commercials
  Should commercials be placed in the more exciting parts of a TV show or in the less exciting parts?  Do the exciting parts get our brain pumping or do they fill it up with thoughts that interfere with commercial processing?  How to use the RT-probe technique to detect attention-related mental processes.
   
• tracking a management decision making process
  Adapting the storyboard technique to a computer before the days of mouse input devices.
   
• More on the C-64 as a Real Time Measurement Instrument
   
  • How to Build a Digital Voice Key
    Schematic and printed circuit board layout.  Should also work on PC.
     
  • line-level audio to integrating type ADC schematic
    Line-level audio input to the analog port of C-64.
     
  • Timing Events on the Commmodore 64
    Discussion of the hardware timers on the C-64 which allow us to measure time and control devices with a resolution of ten microseconds. Although obsolete as an office appliance, the C-64 is still ideally suited as a flexible, general purpose real-time controller and measurement device.
     

 
ARTICLES IN ADVANCES FOR CONSUMER RESEARCH

Association for Consumer Research has posted the full text of the following articles online:

• "Using Computerized Response Time Measurement for Detecting Secondary Distractions in Advertising."  Advances in Consumer Research, Volume 22, 1995.  Pages 84-88.

• "Clarifying the Simple Assumption of the Information Load Paradigm."  Advances in Consumer Research, Volume 19, 1992.  Pages 770-776.

• "Clarifying the Simple Assumption of the Secondary Task Technique."  Advances in Consumer Research, Volume 18, 1991.  Pages 552-557.