It is also important to recognize t

It is also important to recognize that different media place different constraints on the various subprocesses and, therefore, on the availability of resources across the subprocesses. For example, television and radio usually occur in real time. The continuous nature of the stimulus puts a strain on the information processing system, in particular, the encoding process, to keep up with message presentation. Once a piece of information has left the screen, or ceased to be heard, it is no longer available to be encoded. As a result, many resources may be allocated to encoding. Similarly, concurrent retrieval of information needed to understand the ongoing message must also occur in real time as the message unfolds. Thus, the demands of concurrent retrieval and encoding may leave very few resources available for storage, hence the oft- reported fact that people recall very little of what they see on TV.

 The Toolbox
There are three primary categories of variables in the LC4MP, those related to motivated cognition, those related to message structure and content, and those related to the media user. The relevant variables identified to date and operational definitions developed to index them are presented in the next three sections.

MEASURING THE BLACK BOX
The primary motivated cognition variables that must be measurable are resource allocation, motivational activation, encoding, storage, and retrieval. Again, it is worth remembering that all of these things are theorized to be changing continuously over time during media use; therefore, each of the measures we use must be collectable in real time indexed to message time.
Resource allocation. Resource allocation is at the heart of the LC4MP, and there are several types of resource allocation to be considered. Resources are thought to be allocated through controlled and automatic processes, and they are thought to be allocated independently to the various sub processes. It is worthwhile considering the conceptual differences between these different types of resource allocation. First, controlled resource allocation is related to a user’s goals, intentions, and experiences. Within a single period of media use, the user’s goals, intentions, and experiences are relatively unchanging. For this reason, controlled resource allocation is conceptualized as a fairly long-term (or tonic) activity. Automatic resource allocation, on the other hand, is thought to be a short-term (or phasic), continuously changing process, which is responding to various aspects of the message. Given that cognitive resources and resource allocation are both abstract concepts and not necessarily specifically related to flesh-and-blood body parts, one must be careful not to reify these measures. The goal of these measures is not to actually measure the flow of resources, but rather to infer the availability of these resources to the various sub processes.
Phasic, or short-term, resource allocation has been assessed in the LC4MP in two ways: first, through the use of secondary task reaction time (STRT) methodology (Basil, 1994), and second, through phasic analysis of heart rate (Lang, 1990). STRT is a method borrowed from cognitive psychology. The basic idea behind the methodology is that when a person is engaged in what is called the primary task, the speed with which he or she can do a very simple secondary task is indicative of how many resources are being consumed by the primary task. In the media laboratory, media use is the primary task, and pressing a button in response to an auditory or visual probe is the secondary task. The fewer resources available to do the primary task, the slower the responses on the secondary task. In the media laboratory, STRT probes can be placed at points of interest throughout the media stimulus to measure momentary changes in resource availability. LC4MP argues that in the media use context, the STRT probe is essentially indexing the resources available to the encoding subprocess since the secondary task is essentially an encoding task. In the future, research should attempt to develop similar measures for resources allocated to retrieval and storage- Research by Tom Grimes using cognitive preloads may provide a model for developing these types of measures (Grimes, 1991).
The second measure of short-term resource allocation is the measure of the characteristic 5- to 6-second slowdown in heart rate associated with an orienting response. The occurrence of the orienting response indicates a brief increase in resources allocated to encoding.
In the LC4MP, overall resource allocation, that is, the total resources allocated to message processing through controlled and automatic mechanisms, is referred to as cognitive effort. The level of cognitive effort expended by a media user over the course of the message is measured using a tonic analysis of heart rate (Lang, 1994). In general, the speed with which the heart beats is determined jointly by activation in the sympathetic and parasympathetic nervous systems. Parasympathetic activation is associated with attention Lo external stimuli and causes the heart rate to slow. Sympathetic activation is associated with arousal, emotion, and motivational activation, and causes an increase in heart rate. Empirical research suggests that, because media are external stimuli and because they are not actually dangerous, parasympathetic activation tends to dominate sympathetic activation in heart rate measure during media use. Therefore, increases in cognitive effort are seen as decreases in heart rate, even when messages are extremely emotional and arousing. Recent research has begun to use heart rate variability analysis to separate the sympathetic and parasympathetic contributions to changes in heart rate during media use (Koruth, Potter, Bolls, & Lang, 2007).
Thus, one can assess moment-by-moment changes in the level of resources allocated to encoding using STRTs, or phasic heart rate analysis. One can assess the relatively slow-changing variation in total resources allocated to the message, or cognitive effort, by looking at variations over time in heart rate time locked to media use.

Motivational Activation
The LC4MP argues that motivational activation underlies and enables emotional experience. Thus, activation in the aversive system leads to negative emotional experience, and activation in the appetitive system leads to positive emotional experiences. Simultaneous activation of both systems, called coactivation, leads to mixed emotional experiences. Thus, one way of inferring motivational activation is through measurements of emotional experience. A great deal of research suggests that there are three primary categories of data that are relevant to emotional experience: self- report, physiological, and behavioral (Bradley, 2000). The LC4MP uses self- reports of emotional experience and physiological measures to assess motivational experience. The measures used in the LC4MP come from dimensional emotion theory. In this approach, emotions are thought to be distributed across an emotional space defined by two primary dimensions: valence (positive or negative) and arousal (calm or excited). Self-reports of arousal are used as an indicator of the level of activation in the motivational systems. Because the motivational systems are thought to be independent, valence is assessed by two separate scales, one asking users how negative they feel and the other how positive. Their self-report of negative feelings is an indicator of aversive activation, and their self-report of positive feelings is an indicator of appetitive activation.
In addition, physiological measures are used. First, facial electromyography is used to index positive and negative emotional experiences, and by extension, appetitive and aversive activation (Bolls, Lang, & Potter, 2001). Increased corrugator activation is used an indicator of negative emotional experience and aversive activation. Increased zygomatic activation is used as an indicator of positive emotional experience and appetitive activation. Both of these measures can be collected in real time and time locked to changes in the motivationally relevant content (e.g., emotional content) of the message.
In addition to these measures of emotion, LC4MP also uses two probe methodologies, eyeblink startle (Bradley, 2007b) and the postauricular response (PAR, measured behind the ear; Sparks & Lang, 2007), which are thought to be more direct measures of aversive and appetitive activation respectively. The magnitude of the eyeblink associated with the startle response elicited by a probe embedded in a media message has been shown to be modulated by emotional experience. Specifically, the magnitude of the eyeblink is larger in negative compared with neutral compared with positive messages. The magnitude is thought to be an indicator of the level of activation in the aversive motivational system. Similarly, the size of the PAR (e.g., activation of the postauricular muscle located behind the ears), following a probe embedded in messages, appears to be related to appetitive activation. PAR magnitude is larger during positive compared with either negative or neutral messages. Inserting probes at particular times during media use allows for a measurement of appetitive and aversive activation at any given moment in time.

MEASURING THE BLACK BOX
The primary motivated cognition variables that must be measurable are resource allocation, motivational activation, encoding, storage, and retrieval. Again, it is worth remembering that all of these things are theorized to be changing continuously over time during media use; therefore, each of the measures we use must be collectable in real time indexed to message time.
Resource allocation. Resource allocation is at the heart of the LC4MP, and there are several types of resource allocation to be considered. Resources are thought to be allocated through controlled and automatic processes, and they are thought to be allocated independently to the various sub processes. It is worthwhile considering the conceptual differences between these different types of resource allocation. First, controlled resource allocation is related to a user’s goals, intentions, and experiences. Within a single period of media use, the user’s goals, intentions, and experiences are relatively unchanging. For this reason, controlled resource allocation is conceptualized as a fairly long-term (or tonic) activity. Automatic resource allocation, on the other hand, is thought to be a short-term (or phasic), continuously changing process, which is responding to various aspects of the message. Given that cognitive resources and resource allocation are both abstract concepts and not necessarily specifically related to flesh-and-blood body parts, one must be careful not to reify these measures. The goal of these measures is not to actually measure the flow of resources, but rather to infer the availability of these resources to the various sub processes.
Phasic, or short-term, resource allocation has been assessed in the LC4MP in two ways: first, through the use of secondary task reaction time (STRT) methodology (Basil, 1994), and second, through phasic analysis of heart rate (Lang, 1990). STRT is a method borrowed from cognitive psychology. The basic idea behind the methodology is that when a person is engaged in what is called the primary task, the speed with which he or she can do a very simple secondary task is indicative of how many resources are being consumed by the primary task. In the media laboratory, media use is the primary task, and pressing a button in response to an auditory or visual probe is the secondary task. The fewer resources available to do the primary task, the slower the responses on the secondary task. In the media laboratory, STRT probes can be placed at points of interest throughout the media stimulus to measure momentary changes in resource availability. LC4MP argues that in the media use context, the STRT probe is essentially indexing the resources available to the encoding subprocess since the secondary task is essentially an encoding task. In the future, research should attempt to develop similar measures for resources allocated to retrieval and storage- Research by Tom Grimes using cognitive preloads may provide a model for developing these types of measures (Grimes, 1991).
The second measure of short-term resource allocation is the measure of the characteristic 5- to 6-second slowdown in heart rate associated with an orienting response. The occurrence of the orienting response indicates a brief increase in resources allocated to encoding.
In the LC4MP, overall resource allocation, that is, the total resources allocated to message processing through controlled and automatic mechanisms, is referred to as cognitive effort. The level of cognitive effort expended by a media user over the course of the message is measured using a tonic analysis of heart rate (Lang, 1994). In general, the speed with which the heart beats is determined jointly by activation in the sympathetic and parasympathetic nervous systems. Parasympathetic activation is associated with attention Lo external stimuli and causes the heart rate to slow. Sympathetic activation is associated with arousal, emotion, and motivational activation, and causes an increase in heart rate. Empirical research suggests that, because media are external stimuli and because they are not actually dangerous, parasympathetic activation tends to dominate sympathetic activation in heart rate measure during media use. Therefore, increases in cognitive effort are seen as decreases in heart rate, even when messages are extremely emotional and arousing. Recent research has begun to use heart rate variability analysis to separate the sympathetic and parasympathetic contributions to changes in heart rate during media use (Koruth, Potter, Bolls, & Lang, 2007).
Thus, one can assess moment-by-moment changes in the level of resources allocated to encoding using STRTs, or phasic heart rate analysis. One can assess the relatively slow-changing variation in total resources allocated to the message, or cognitive effort, by looking at variations over time in heart rate time locked to media use.

Motivational Activation
The LC4MP argues that motivational activation underlies and enables emotional experience. Thus, activation in the aversive system leads to negative emotional experience, and activation in the appetitive system leads to positive emotional experiences. Simultaneous activation of both systems, called coactivation, leads to mixed emotional experiences. Thus, one way of inferring motivational activation is through measurements of emotional experience. A great deal of research suggests that there are three primary categories of data that are relevant to emotional experience: self- report, physiological, and behavioral (Bradley, 2000). The LC4MP uses self- reports of emotional experience and physiological measures to assess motivational experience. The measures used in the LC4MP come from dimensional emotion theory. In this approach, emotions are thought to be distributed across an emotional space defined by two primary dimensions: valence (positive or negative) and arousal (calm or excited). Self-reports of arousal are used as an indicator of the level of activation in the motivational systems. Because the motivational systems are thought to be independent, valence is assessed by two separate scales, one asking users how negative they feel and the other how positive. Their self-report of negative feelings is an indicator of aversive activation, and their self-report of positive feelings is an indicator of appetitive activation.
In addition, physiological measures are used. First, facial electromyography is used to index positive and negative emotional experiences, and by extension, appetitive and aversive activation (Bolls, Lang, & Potter, 2001). Increased corrugator activation is used an indicator of negative emotional experience and aversive activation. Increased zygomatic activation is used as an indicator of positive emotional experience and appetitive activation. Both of these measures can be collected in real time and time locked to changes in the motivationally relevant content (e.g., emotional content) of the message.
In addition to these measures of emotion, LC4MP also uses two probe methodologies, eyeblink startle (Bradley, 2007b) and the postauricular response (PAR, measured behind the ear; Sparks & Lang, 2007), which are thought to be more direct measures of aversive and appetitive activation respectively. The magnitude of the eyeblink associated with the startle response elicited by a probe embedded in a media message has been shown to be modulated by emotional experience. Specifically, the magnitude of the eyeblink is larger in negative compared with neutral compared with positive messages. The magnitude is thought to be an indicator of the level of activation in the aversive motivational system. Similarly, the size of the PAR (e.g., activation of the postauricular muscle located behind the ears), following a probe embedded in messages, appears to be related to appetitive activation. PAR magnitude is larger during positive compared with either negative or neutral messages. Inserting probes at particular times during media use allows for a measurement of appetitive and aversive activation at any given moment in time.

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It is also important to recognize that different media place different constraints on the various subprocesses and, therefore, on the availability of resources across the subprocesses. For example, television and radio usually occur in real time. The continuous nature of the stimulus puts a strain on the information processing system, in particular, the encoding process, to keep up with message presentation. Once a piece of information has left the screen, or ceased to be heard, it is no longer available to be encoded. As a result, many resources may be allocated to encoding. Similarly, concurrent retrieval of information needed to understand the ongoing message must also occur in real time as the message unfolds. Thus, the demands of concurrent retrieval and encoding may leave very few resources available for storage, hence the oft- reported fact that people recall very little of what they see on TV.  The ToolboxThere are three primary categories of variables in the LC4MP, those related to motivated cognition, those related to message structure and content, and those related to the media user. The relevant variables identified to date and operational definitions developed to index them are presented in the next three sections.MEASURING THE BLACK BOXThe primary motivated cognition variables that must be measurable are resource allocation, motivational activation, encoding, storage, and retrieval. Again, it is worth remembering that all of these things are theorized to be changing continuously over time during media use; therefore, each of the measures we use must be collectable in real time indexed to message time.Resource allocation. Resource allocation is at the heart of the LC4MP, and there are several types of resource allocation to be considered. Resources are thought to be allocated through controlled and automatic processes, and they are thought to be allocated independently to the various sub processes. It is worthwhile considering the conceptual differences between these different types of resource allocation. First, controlled resource allocation is related to a user’s goals, intentions, and experiences. Within a single period of media use, the user’s goals, intentions, and experiences are relatively unchanging. For this reason, controlled resource allocation is conceptualized as a fairly long-term (or tonic) activity. Automatic resource allocation, on the other hand, is thought to be a short-term (or phasic), continuously changing process, which is responding to various aspects of the message. Given that cognitive resources and resource allocation are both abstract concepts and not necessarily specifically related to flesh-and-blood body parts, one must be careful not to reify these measures. The goal of these measures is not to actually measure the flow of resources, but rather to infer the availability of these resources to the various sub processes.
Phasic, or short-term, resource allocation has been assessed in the LC4MP in two ways: first, through the use of secondary task reaction time (STRT) methodology (Basil, 1994), and second, through phasic analysis of heart rate (Lang, 1990). STRT is a method borrowed from cognitive psychology. The basic idea behind the methodology is that when a person is engaged in what is called the primary task, the speed with which he or she can do a very simple secondary task is indicative of how many resources are being consumed by the primary task. In the media laboratory, media use is the primary task, and pressing a button in response to an auditory or visual probe is the secondary task. The fewer resources available to do the primary task, the slower the responses on the secondary task. In the media laboratory, STRT probes can be placed at points of interest throughout the media stimulus to measure momentary changes in resource availability. LC4MP argues that in the media use context, the STRT probe is essentially indexing the resources available to the encoding subprocess since the secondary task is essentially an encoding task. In the future, research should attempt to develop similar measures for resources allocated to retrieval and storage- Research by Tom Grimes using cognitive preloads may provide a model for developing these types of measures (Grimes, 1991).
The second measure of short-term resource allocation is the measure of the characteristic 5- to 6-second slowdown in heart rate associated with an orienting response. The occurrence of the orienting response indicates a brief increase in resources allocated to encoding.
In the LC4MP, overall resource allocation, that is, the total resources allocated to message processing through controlled and automatic mechanisms, is referred to as cognitive effort. The level of cognitive effort expended by a media user over the course of the message is measured using a tonic analysis of heart rate (Lang, 1994). In general, the speed with which the heart beats is determined jointly by activation in the sympathetic and parasympathetic nervous systems. Parasympathetic activation is associated with attention Lo external stimuli and causes the heart rate to slow. Sympathetic activation is associated with arousal, emotion, and motivational activation, and causes an increase in heart rate. Empirical research suggests that, because media are external stimuli and because they are not actually dangerous, parasympathetic activation tends to dominate sympathetic activation in heart rate measure during media use. Therefore, increases in cognitive effort are seen as decreases in heart rate, even when messages are extremely emotional and arousing. Recent research has begun to use heart rate variability analysis to separate the sympathetic and parasympathetic contributions to changes in heart rate during media use (Koruth, Potter, Bolls, & Lang, 2007).
Thus, one can assess moment-by-moment changes in the level of resources allocated to encoding using STRTs, or phasic heart rate analysis. One can assess the relatively slow-changing variation in total resources allocated to the message, or cognitive effort, by looking at variations over time in heart rate time locked to media use.

Motivational Activation
The LC4MP argues that motivational activation underlies and enables emotional experience. Thus, activation in the aversive system leads to negative emotional experience, and activation in the appetitive system leads to positive emotional experiences. Simultaneous activation of both systems, called coactivation, leads to mixed emotional experiences. Thus, one way of inferring motivational activation is through measurements of emotional experience. A great deal of research suggests that there are three primary categories of data that are relevant to emotional experience: self- report, physiological, and behavioral (Bradley, 2000). The LC4MP uses self- reports of emotional experience and physiological measures to assess motivational experience. The measures used in the LC4MP come from dimensional emotion theory. In this approach, emotions are thought to be distributed across an emotional space defined by two primary dimensions: valence (positive or negative) and arousal (calm or excited). Self-reports of arousal are used as an indicator of the level of activation in the motivational systems. Because the motivational systems are thought to be independent, valence is assessed by two separate scales, one asking users how negative they feel and the other how positive. Their self-report of negative feelings is an indicator of aversive activation, and their self-report of positive feelings is an indicator of appetitive activation.
In addition, physiological measures are used. First, facial electromyography is used to index positive and negative emotional experiences, and by extension, appetitive and aversive activation (Bolls, Lang, & Potter, 2001). Increased corrugator activation is used an indicator of negative emotional experience and aversive activation. Increased zygomatic activation is used as an indicator of positive emotional experience and appetitive activation. Both of these measures can be collected in real time and time locked to changes in the motivationally relevant content (e.g., emotional content) of the message.
In addition to these measures of emotion, LC4MP also uses two probe methodologies, eyeblink startle (Bradley, 2007b) and the postauricular response (PAR, measured behind the ear; Sparks & Lang, 2007), which are thought to be more direct measures of aversive and appetitive activation respectively. The magnitude of the eyeblink associated with the startle response elicited by a probe embedded in a media message has been shown to be modulated by emotional experience. Specifically, the magnitude of the eyeblink is larger in negative compared with neutral compared with positive messages. The magnitude is thought to be an indicator of the level of activation in the aversive motivational system. Similarly, the size of the PAR (e.g., activation of the postauricular muscle located behind the ears), following a probe embedded in messages, appears to be related to appetitive activation. PAR magnitude is larger during positive compared with either negative or neutral messages. Inserting probes at particular times during media use allows for a measurement of appetitive and aversive activation at any given moment in time.

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Hal ini juga penting untuk mengenali tempat media yang kendala yang berbeda yang berbeda pada berbagai subproses dan, oleh karena itu, ketersediaan sumber daya di seluruh subproses. Sebagai contoh, televisi dan radio biasanya terjadi secara real time. Sifat terus menerus stimulus menempatkan beban pada sistem pengolahan informasi, khususnya, proses encoding, untuk bersaing dengan presentasi pesan. Setelah sepotong informasi telah meninggalkan layar, atau berhenti untuk didengar, tidak lagi tersedia untuk dikodekan. Akibatnya, banyak sumber daya dapat dialokasikan untuk encoding. Demikian pula, pengambilan bersamaan informasi yang diperlukan untuk memahami pesan yang sedang berlangsung juga harus terjadi secara real time sebagai pesan terungkap. Dengan demikian, tuntutan pengambilan bersamaan dan pengkodean dapat meninggalkan sangat sedikit sumber daya yang tersedia untuk penyimpanan, maka oft- melaporkan fakta bahwa orang ingat sangat sedikit dari apa yang mereka lihat di TV.  Toolbox Ada tiga kategori utama dari variabel dalam LC4MP, yang berkaitan dengan kognisi termotivasi, yang terkait dengan struktur pesan dan konten, dan yang terkait dengan pengguna media yang. Variabel yang relevan diidentifikasi sampai saat ini dan definisi operasional dikembangkan untuk indeks mereka disajikan dalam tiga bagian berikutnya. MENGUKUR BLACK BOX Variabel kognisi termotivasi utama yang harus diukur adalah alokasi sumber daya, aktivasi motivasi, encoding, storage, dan pengambilan. Sekali lagi, perlu diingat bahwa semua hal-hal ini berteori akan berubah terus menerus dari waktu ke waktu selama penggunaan media yang; Oleh karena itu, setiap tindakan yang kita gunakan harus ditagih secara real time diindeks ke waktu pesan. Sumberdaya alokasi. Alokasi sumber daya adalah jantung dari LC4MP, dan ada beberapa jenis alokasi sumber daya yang harus dipertimbangkan. Sumber daya diperkirakan akan dialokasikan melalui proses yang dikendalikan dan otomatis, dan mereka diperkirakan akan dialokasikan secara independen ke berbagai sub proses. Hal ini bermanfaat mengingat perbedaan konseptual antara berbagai jenis alokasi sumber daya. Pertama, alokasi sumber daya yang dikendalikan terkait dengan pengguna gol, niat, dan pengalaman. Dalam satu periode penggunaan media, pengguna tujuan, niat, dan pengalaman yang relatif tidak berubah. Untuk alasan ini, alokasi sumber daya dikendalikan dikonseptualisasikan sebagai jangka panjang cukup (atau tonik) aktivitas. Alokasi sumber daya otomatis, di sisi lain, dianggap jangka pendek (atau phasic), proses terus berubah, yang menanggapi berbagai aspek pesan. Mengingat bahwa sumber daya kognitif dan alokasi sumber daya yang baik konsep-konsep abstrak dan tidak selalu secara khusus terkait dengan bagian tubuh daging-dan-darah, salah satu harus berhati-hati untuk tidak reify langkah-langkah ini. . Tujuan dari tindakan ini adalah tidak benar-benar mengukur aliran sumber daya, melainkan untuk menyimpulkan ketersediaan sumber daya ini untuk berbagai sub proses Phasic, atau jangka pendek, alokasi sumber daya telah dinilai di LC4MP dalam dua cara: pertama , melalui penggunaan sekunder waktu reaksi tugas (STRT) metodologi (Basil, 1994), dan kedua, melalui analisis phasic denyut jantung (Lang, 1990). STRT adalah metode yang dipinjam dari psikologi kognitif. Ide dasar dibalik metodologi adalah bahwa ketika seseorang terlibat dalam apa yang disebut tugas utama, kecepatan yang ia dapat melakukan tugas sekunder yang sangat sederhana merupakan indikasi berapa banyak sumber daya yang dikonsumsi oleh tugas utama. Di laboratorium media, media yang digunakan adalah tugas utama, dan menekan tombol dalam menanggapi penyelidikan auditori atau visual tugas sekunder. Semakin sedikit sumber daya yang tersedia untuk melakukan tugas utama, semakin lambat respon pada tugas sekunder. Di laboratorium media, probe STRT dapat ditempatkan di tempat menarik di seluruh stimulus media untuk mengukur perubahan sesaat dalam ketersediaan sumber daya. LC4MP berpendapat bahwa dalam konteks penggunaan media, probe STRT dasarnya mengindeks sumber daya yang tersedia untuk encoding subproses karena tugas sekunder pada dasarnya tugas encoding. Di masa depan, penelitian harus berusaha untuk mengembangkan langkah-langkah serupa untuk sumber daya yang dialokasikan untuk pengambilan dan penyimpanan-Penelitian oleh Tom Grimes menggunakan memuatnya kognitif dapat memberikan model untuk mengembangkan jenis tindakan (Grimes, 1991). Ukuran kedua sumber daya jangka pendek Alokasi adalah ukuran dari karakteristik perlambatan 5 sampai 6 detik denyut jantung yang berhubungan dengan respon berorientasi. Terjadinya respon berorientasi menunjukkan peningkatan singkat dalam sumber daya yang dialokasikan untuk encoding. Dalam LC4MP, alokasi sumber daya secara keseluruhan, yaitu, total sumber daya yang dialokasikan untuk pengolahan pesan melalui mekanisme dikontrol dan otomatis, disebut sebagai upaya kognitif. Tingkat usaha kognitif yang dikeluarkan oleh pengguna media yang selama pesan diukur dengan menggunakan analisis tonik dari denyut jantung (Lang, 1994). Secara umum, kecepatan dengan mana jantung berdetak ditentukan bersama oleh aktivasi sistem saraf simpatis dan parasimpatis. Aktivasi parasimpatis dikaitkan dengan perhatian Lo rangsangan eksternal dan menyebabkan denyut jantung untuk memperlambat. Aktivasi simpatik dikaitkan dengan gairah, emosi, dan aktivasi motivasi, dan menyebabkan peningkatan denyut jantung. Penelitian empiris menunjukkan bahwa, karena media rangsangan eksternal dan karena mereka tidak benar-benar berbahaya, aktivasi parasimpatis cenderung mendominasi aktivasi simpatik dalam ukuran denyut jantung selama penggunaan media yang. Oleh karena itu, peningkatan upaya kognitif dilihat sebagai penurunan denyut jantung, bahkan ketika pesan yang sangat emosional dan membangkitkan. Penelitian baru-baru ini telah mulai menggunakan analisis variabilitas detak jantung untuk memisahkan kontribusi simpatis dan parasimpatis terhadap perubahan denyut jantung selama penggunaan media (Koruth, Potter, Bolls, & Lang, 2007). Dengan demikian, seseorang dapat menilai saat-demi-saat perubahan tingkat sumber daya yang dialokasikan untuk encoding menggunakan STRTs, atau analisis denyut jantung phasic. Satu dapat menilai variasi relatif lambat berubah total sumber daya yang dialokasikan untuk pesan, atau usaha kognitif, dengan melihat variasi dari waktu ke waktu dalam waktu denyut jantung dikunci untuk digunakan Media. Motivasi Aktivasi The LC4MP berpendapat bahwa aktivasi motivasi mendasari dan memungkinkan pengalaman emosional. Dengan demikian, aktivasi dalam sistem permusuhan mengarah ke pengalaman emosional yang negatif, dan aktivasi dalam sistem appetitive mengarah ke pengalaman emosional yang positif. Aktivasi simultan dari kedua sistem, yang disebut coactivation, mengarah ke pengalaman emosional campuran. Dengan demikian, salah satu cara menyimpulkan aktivasi motivasi adalah melalui pengukuran pengalaman emosional. Banyak penelitian menunjukkan bahwa ada tiga kategori utama data yang relevan dengan pengalaman emosional: laporan diri, fisiologis, dan perilaku (Bradley, 2000). LC4MP menggunakan laporan diri dari pengalaman emosional dan tindakan fisiologis untuk menilai pengalaman motivasi. Langkah-langkah yang digunakan dalam LC4MP berasal dari teori emosi dimensi. Dalam pendekatan ini, emosi diperkirakan akan didistribusikan di seluruh ruang emosional didefinisikan oleh dua dimensi utama: valensi (positif atau negatif) dan gairah (tenang atau bersemangat). Self-laporan gairah digunakan sebagai indikator tingkat aktivasi dalam sistem motivasi. Karena sistem motivasi dianggap independen, valensi dinilai oleh dua skala terpisah, yang meminta pengguna seberapa negatif yang mereka rasakan dan bagaimana yang lain positif. Laporan diri mereka perasaan negatif merupakan indikator aktivasi permusuhan, dan laporan diri mereka perasaan positif merupakan indikator aktivasi appetitive. Selain itu, langkah-langkah fisiologis digunakan. Pertama, elektromiografi wajah digunakan untuk indeks pengalaman emosional yang positif dan negatif, dan dengan perpanjangan, appetitive dan aktivasi permusuhan (Bolls, Lang, & Potter, 2001). Peningkatan aktivasi corrugator digunakan indikator pengalaman emosional negatif dan aktivasi permusuhan. Peningkatan aktivasi zygomatic digunakan sebagai indikator pengalaman emosional yang positif dan aktivasi appetitive. Kedua langkah ini dapat dikumpulkan secara real time dan waktu terkunci perubahan dalam isi motivationally relevan (misalnya, isi emosional) pesan. Selain langkah-langkah emosi, LC4MP juga menggunakan dua metodologi penyelidikan, eyeblink mengagetkan (Bradley, 2007b) dan respon postaurikular (PAR, diukur di belakang telinga, Sparks & Lang, 2007), yang dianggap tindakan yang lebih langsung aktivasi permusuhan dan appetitive masing-masing. Besarnya eyeblink terkait dengan respon kejut yang ditimbulkan oleh probe tertanam dalam pesan media yang telah terbukti dipengaruhi oleh pengalaman emosional. Secara khusus, besarnya eyeblink lebih besar di negatif dibandingkan dengan netral dibandingkan dengan pesan-pesan positif. Besarnya diperkirakan menjadi indikator tingkat aktivasi dalam sistem motivasi permusuhan. Demikian pula, ukuran PAR (misalnya, aktivasi otot postaurikular terletak di belakang telinga), menyusul penyelidikan tertanam dalam pesan, tampaknya terkait dengan appetitive aktivasi. PAR besarnya lebih besar selama positif dibandingkan dengan baik pesan-pesan negatif atau netral. Memasukkan probe pada waktu tertentu selama penggunaan media memungkinkan untuk pengukuran appetitive dan aktivasi permusuhan pada saat tertentu dalam waktu.

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