{"id":129,"date":"2020-08-25T12:58:06","date_gmt":"2020-08-25T16:58:06","guid":{"rendered":"https:\/\/sites.temple.edu\/tomkinss\/?page_id=129"},"modified":"2025-07-28T15:04:34","modified_gmt":"2025-07-28T19:04:34","slug":"methods","status":"publish","type":"page","link":"https:\/\/sites.temple.edu\/turiskcommlab\/methods\/","title":{"rendered":"Methods"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"129\" class=\"elementor elementor-129\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-c43c10b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c43c10b\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-dd417f0\" data-id=\"dd417f0\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e504706 elementor-widget elementor-widget-heading\" data-id=\"e504706\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Overview<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-99c53a4 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"99c53a4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8b17852 elementor-widget elementor-widget-text-editor\" data-id=\"8b17852\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-size: 14pt;color: #333333\">At the Risk Communication Laboratory, we utilize commercial marketing techniques to create and test highly targeted health messages on various public health topics and health decisions. Below is a description of how we use <b>Perceptual Mapping<\/b> and <b>Vector Message Modeling<\/b> to develop health messages and materials for our research.&nbsp;<\/span><\/p>\n<p><span style=\"font-size: 14pt;color: #333333\">Additionally, we monitor the physical and psychological effects of messages on our audience using various measures, including:&nbsp;<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"5\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span style=\"font-size: 14pt;color: #333333\">Eye-tracking&nbsp;<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"5\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span style=\"font-size: 14pt;color: #333333\">Pupil dilation&nbsp;<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"5\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span style=\"font-size: 14pt;color: #333333\">Physiological responses&nbsp;<\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: 14pt;color: #333333\">For a deeper understanding of our methods, read this article or listen to this podcast on our methods&nbsp;<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-00511ba elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"00511ba\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-b40035d\" data-id=\"b40035d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ba01384 elementor-widget elementor-widget-eael-creative-button\" data-id=\"ba01384\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"eael-creative-button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <div class=\"eael-creative-button-wrapper\">\n\n            <a class=\"eael-creative-button eael-creative-button--default\" href=\"https:\/\/spark.adobe.com\/page\/r7RcTdJKaDwQS\/\" data-text=\"Go!\">\n            \t    \n                <div class=\"creative-button-inner\">\n\n                    \n                    <span class=\"cretive-button-text\">Read an article about our methods by the Temple College of Public Health!<\/span>\n\n                                            <span class=\"eael-creative-button-icon-right\"><i aria-hidden=\"true\" class=\"fas fa-external-link-alt\"><\/i><\/span>                                    <\/div>\n\t                        <\/a>\n        <\/div>\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-9f43d82\" data-id=\"9f43d82\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-720438c elementor-widget elementor-widget-eael-creative-button\" data-id=\"720438c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"eael-creative-button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <div class=\"eael-creative-button-wrapper\">\n\n            <a class=\"eael-creative-button eael-creative-button--default\" href=\"https:\/\/www.buzzsprout.com\/2179863\/episodes\/17516164\" data-text=\"Go!\">\n            \t    \n                <div class=\"creative-button-inner\">\n\n                    \n                    <span class=\"cretive-button-text\">Listen to a podcast about our methods by Trying 2 Learn featuring Dr. Sarah Bass!<\/span>\n\n                                            <span class=\"eael-creative-button-icon-right\"><i aria-hidden=\"true\" class=\"fas fa-external-link-alt\"><\/i><\/span>                                    <\/div>\n\t                        <\/a>\n        <\/div>\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-8582634 elementor-widget elementor-widget-heading\" data-id=\"8582634\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Perceptual Mapping<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d37063b elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"d37063b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a36d392 elementor-widget elementor-widget-text-editor\" data-id=\"a36d392\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li data-leveltext=\"o\" data-font=\"Courier New\" data-listid=\"9\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:1440,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Courier New&quot;,&quot;469769242&quot;:[9675],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;o&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"2\"><span style=\"font-size: 14pt;color: #333333\"><b>Perceptual mapping<\/b> methods use <b>Multidimensional Scaling (MDS)<\/b> analysis. This creates 3D graphic representations of how an audience conceptualizes a decision.\u00a0\u00a0<\/span><\/li><li data-leveltext=\"o\" data-font=\"Courier New\" data-listid=\"9\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:1440,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Courier New&quot;,&quot;469769242&quot;:[9675],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;o&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"2\"><span style=\"font-size: 14pt;color: #333333\">We then use <b>Vector Message Modeling<\/b> techniques to understand how to \u201cmove\u201d the group toward the decision we\u2019re interested in. This provides information on the most likely ways to persuade an audience to make that decision.\u00a0<\/span><\/li><li data-leveltext=\"o\" data-font=\"Courier New\" data-listid=\"9\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:1440,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Courier New&quot;,&quot;469769242&quot;:[9675],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;o&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"2\"><span style=\"font-size: 14pt;color: #333333\">Perceptual Mapping is similar to how <b>marketers persuade consumers to purchase products<\/b>, with the distinction that we focus on public health decisions.\u00a0<\/span><\/li><\/ul><p style=\"text-align: center\"><span style=\"font-size: 14pt;color: #333333\">If we can get someone to &#8220;buy&#8221; a certain brand of soda, we can also motivate them to &#8220;buy&#8221; a colonoscopy.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-54064b7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"54064b7\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-261b8a9\" data-id=\"261b8a9\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-73caca6 elementor-widget elementor-widget-text-editor\" data-id=\"73caca6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"color: #cb0000\"><em><span style=\"font-size: 14pt\">This video explains the basics of how perceptual mapping works, and how we can use that information to change behaviors<\/span><\/em><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-3f1a689\" data-id=\"3f1a689\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c56241a elementor-widget elementor-widget-video\" data-id=\"c56241a\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/youtu.be\\\/hGDwn6UeCSQ&quot;,&quot;start&quot;:&quot;0&quot;,&quot;end&quot;:&quot;133&quot;,&quot;show_image_overlay&quot;:&quot;yes&quot;,&quot;image_overlay&quot;:{&quot;url&quot;:&quot;https:\\\/\\\/sites.temple.edu\\\/turiskcommlab\\\/files\\\/2025\\\/07\\\/Welcome-to-RCL-Thumbnail-1.png&quot;,&quot;id&quot;:&quot;4289&quot;,&quot;size&quot;:&quot;&quot;,&quot;alt&quot;:&quot;&quot;,&quot;source&quot;:&quot;library&quot;},&quot;lightbox&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-lightbox\">\n\t\t\t\t\t\t\t<div class=\"elementor-custom-embed-image-overlay\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox=\"{&quot;type&quot;:&quot;video&quot;,&quot;videoType&quot;:&quot;youtube&quot;,&quot;url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/embed\\\/hGDwn6UeCSQ?feature=oembed&amp;start=0&amp;end=133&amp;wmode=opaque&amp;loop=0&amp;controls=1&amp;mute=0&amp;rel=0&amp;cc_load_policy=0&quot;,&quot;autoplay&quot;:&quot;&quot;,&quot;modalOptions&quot;:{&quot;id&quot;:&quot;elementor-lightbox-c56241a&quot;,&quot;entranceAnimation&quot;:&quot;&quot;,&quot;entranceAnimation_tablet&quot;:&quot;&quot;,&quot;entranceAnimation_mobile&quot;:&quot;&quot;,&quot;videoAspectRatio&quot;:&quot;169&quot;}}\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJ0eXBlIjoidmlkZW8iLCJ2aWRlb1R5cGUiOiJ5b3V0dWJlIiwidXJsIjoiaHR0cHM6XC9cL3d3dy55b3V0dWJlLmNvbVwvZW1iZWRcL2hHRHduNlVlQ1NRP2ZlYXR1cmU9b2VtYmVkJnN0YXJ0PTAmZW5kPTEzMyZ3bW9kZT1vcGFxdWUmbG9vcD0wJmNvbnRyb2xzPTEmbXV0ZT0wJnJlbD0wJmNjX2xvYWRfcG9saWN5PTAiLCJhdXRvcGxheSI6IiIsIm1vZGFsT3B0aW9ucyI6eyJpZCI6ImVsZW1lbnRvci1saWdodGJveC1jNTYyNDFhIiwiZW50cmFuY2VBbmltYXRpb24iOiIiLCJlbnRyYW5jZUFuaW1hdGlvbl90YWJsZXQiOiIiLCJlbnRyYW5jZUFuaW1hdGlvbl9tb2JpbGUiOiIiLCJ2aWRlb0FzcGVjdFJhdGlvIjoiMTY5In19\">\n\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1280\" height=\"720\" src=\"https:\/\/sites.temple.edu\/turiskcommlab\/files\/2025\/07\/Welcome-to-RCL-Thumbnail-1.png\" class=\"attachment-full size-full wp-image-4289\" alt=\"\" srcset=\"https:\/\/sites.temple.edu\/turiskcommlab\/files\/2025\/07\/Welcome-to-RCL-Thumbnail-1.png 1280w, https:\/\/sites.temple.edu\/turiskcommlab\/files\/2025\/07\/Welcome-to-RCL-Thumbnail-1-300x169.png 300w, https:\/\/sites.temple.edu\/turiskcommlab\/files\/2025\/07\/Welcome-to-RCL-Thumbnail-1-1024x576.png 1024w, https:\/\/sites.temple.edu\/turiskcommlab\/files\/2025\/07\/Welcome-to-RCL-Thumbnail-1-768x432.png 768w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-custom-embed-play\" role=\"button\" aria-label=\"Play Video\" tabindex=\"0\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"eicon-play\"><\/i>\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-ccc4309 elementor-widget elementor-widget-text-editor\" data-id=\"ccc4309\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2><span style=\"color: #cb0000\"><b>How It Works:<\/b>\u00a0<\/span><\/h2><p><span style=\"color: #333333\"><a href=\"https:\/\/sites.temple.edu\/turiskcommlab\/files\/2020\/11\/449cd500-9b13-4e20-9063-46973e7b2470.jpg\"><img decoding=\"async\" class=\"aligncenter wp-image-746 size-full\" src=\"https:\/\/sites.temple.edu\/turiskcommlab\/files\/2020\/11\/449cd500-9b13-4e20-9063-46973e7b2470.jpg\" alt=\"Example of a perceptual map. The map shows that, in order to get a person who uses intravenous drugs to initiate Hepatitis C treatment, messaging should focus on treatment benefits being worth the side effects, treatment preventing liver disease, and treatment making the person feel more in charge. Other messaging, such as hepatitis C being curable, treatment being quick and easy, and treatment making the person less likely to transmit hepatitis C, show no effect on the decision.\" width=\"960\" height=\"720\" srcset=\"https:\/\/sites.temple.edu\/turiskcommlab\/files\/2020\/11\/449cd500-9b13-4e20-9063-46973e7b2470.jpg 960w, https:\/\/sites.temple.edu\/turiskcommlab\/files\/2020\/11\/449cd500-9b13-4e20-9063-46973e7b2470-300x225.jpg 300w, https:\/\/sites.temple.edu\/turiskcommlab\/files\/2020\/11\/449cd500-9b13-4e20-9063-46973e7b2470-768x576.jpg 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/a><\/span><\/p><ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span style=\"font-size: 14pt;color: #000000\"><b>Multidimensional Scaling (MDS)<\/b> analysis is used to display relationships between a set of elements such as medical treatments, their perceived risks, and benefits.<\/span><\/li><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span style=\"font-size: 14pt;color: #000000\">Respondents rate statements on a 0-10 scale, such as \u201cThe treatment for HCV is easy to take and cures quickly\u201d or \u201cThe treatment for HCV will cause a lot of side effects.\u201d <b>These statements are designed to explore barriers and beliefs about decision-making or behavior change.<\/b><\/span><\/li><\/ul><p><a href=\"https:\/\/sites.temple.edu\/turiskcommlab\/files\/2020\/11\/Scale-example-png.png\"><img decoding=\"async\" class=\"wp-image-787 aligncenter\" src=\"https:\/\/sites.temple.edu\/tomkinss\/files\/2020\/11\/Scale-example-png.png\" alt=\"Example of a survey set used to generate a perceptual map.\" width=\"400\" height=\"340\" srcset=\"https:\/\/sites.temple.edu\/turiskcommlab\/files\/2020\/11\/Scale-example-png.png 624w, https:\/\/sites.temple.edu\/turiskcommlab\/files\/2020\/11\/Scale-example-png-300x255.png 300w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/><\/a><\/p><ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span style=\"font-size: 14pt;color: #000000\">Multidimensional Scaling software converts <b>scaled judgments into distances<\/b>,<b> creating a perceptual map<\/b> that visually represents how elements are related to each other as well as the group (\u201cself\u201d).<\/span><\/li><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span style=\"font-size: 14pt;color: #000000\">The <b>software then calculates \u201cvectors\u201d in how to move that self towards the decision.<\/b> These become the key message strategies for the campaign or intervention.\u00a0<\/span><\/li><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span style=\"font-size: 14pt;color: #000000\">This method can also be used with segmentation analysis \u2013 we can compare maps and vector message models to see how messages are similar or different to understand how best to target interventions.\u00a0\u00a0<\/span><\/li><\/ul><p><span style=\"font-size: 14pt;color: #000000\">This approach ensures that we don\u2019t overwhelm our audience with information. Instead, we <b>highly target messages<\/b> based on the audience\u2019s existing conceptualization of risks and benefits. Just like marketers, this strategy allows us to only address things that will be persuasive to an audience.\u00a0<\/span><\/p><h2><span style=\"font-size: 14pt;color: #cb0000\"><b>Example of Vector Message Modeling:<\/b>\u00a0<\/span><\/h2><p><span style=\"font-size: 14pt;color: #000000\">Our software is used to guide the mathematical vector resolution process (arrows in the map), helping to move a group toward a desired behavior, such as using PrEP for HIV prevention. The concepts identified in the perceptual map then form the basis for the targeted messages in the campaign.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f71256b elementor-hidden-phone elementor-widget elementor-widget-heading\" data-id=\"f71256b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Psycho-Physiological Measures<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-79a9747 elementor-hidden-phone elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"79a9747\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f3ac109 elementor-hidden-phone elementor-widget elementor-widget-text-editor\" data-id=\"f3ac109\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"color: #000000;font-size: 14pt\"><span class=\"TextRun SCXW12139761 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW12139761 BCX0\">To assess the physical and psychological effects of messages, we use various <\/span><\/span><span class=\"TextRun SCXW12139761 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW12139761 BCX0\">psycho-physiological measures<\/span><\/span><span class=\"TextRun SCXW12139761 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW12139761 BCX0\">, including:<\/span><\/span><span class=\"EOP SCXW12139761 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b640538 elementor-hidden-phone elementor-widget elementor-widget-eael-adv-tabs\" data-id=\"b640538\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"eael-adv-tabs.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <div data-scroll-on-click=\"no\" data-scroll-speed=\"300\" id=\"eael-advance-tabs-b640538\" class=\"eael-advance-tabs eael-tabs-horizontal eael-tab-auto-active \" data-tabid=\"b640538\">\n            <div class=\"eael-tabs-nav \">\n                <ul class=\"eael-tab-inline-icon\" role=\"tablist\">\n                                            <li id=\"eye-tracking\" class=\"inactive eael-tab-item-trigger eael-tab-nav-item\" aria-selected=\"true\" data-tab=\"1\" role=\"tab\" tabindex=\"0\" aria-controls=\"eye-tracking-tab\" aria-expanded=\"false\">\n                            \n                                                                <i class=\"fas fa-eye\"><\/i>                                                            \n                                                            <span class=\"eael-tab-title title-after-icon\" >Eye &#8211; Tracking<\/span>                            \n                                                    <\/li>\n                                            <li id=\"pupil-dilation\" class=\"inactive eael-tab-item-trigger eael-tab-nav-item\" aria-selected=\"false\" data-tab=\"2\" role=\"tab\" tabindex=\"-1\" aria-controls=\"pupil-dilation-tab\" aria-expanded=\"false\">\n                            \n                                                                <i class=\"fas fa-bullseye\"><\/i>                                                            \n                                                            <span class=\"eael-tab-title title-after-icon\" >Pupil Dilation<\/span>                            \n                                                    <\/li>\n                                            <li id=\"physiological-responses\" class=\"inactive eael-tab-item-trigger eael-tab-nav-item\" aria-selected=\"false\" data-tab=\"3\" role=\"tab\" tabindex=\"-1\" aria-controls=\"physiological-responses-tab\" aria-expanded=\"false\">\n                            \n                                                                <i class=\"fas fa-hand-paper\"><\/i>                                                            \n                                                            <span class=\"eael-tab-title title-after-icon\" >Physiological Responses<\/span>                            \n                                                    <\/li>\n                    \n                                  <\/ul>\n            <\/div>\n            \n            <div class=\"eael-tabs-content\">\n\t\t        \n                    <div id=\"eye-tracking-tab\" class=\"clearfix eael-tab-content-item inactive\" data-title-link=\"eye-tracking-tab\">\n\t\t\t\t        <p><span>The RCL uses eye tracking technology to ensure that health messages are designed to be accessible for individuals with varying literacy and numeracy levels.<\/span><span>\u00a0<\/span><\/p><ul><li><span>Eye tracking is extensively used in marketing research to understand how messages and materials are perceived by audiences.\u00a0<\/span><span>\u00a0<\/span><\/li><li><span>Eye movements indicate attention, helping to gauge how information is processed. This provides unique insight into consumer understanding of health communication, especially when messages involve both visual and textual elements.<\/span><span>\u00a0<\/span><\/li><li><span>This tool helps us understand how individuals process information and whether they need to re-read sections due to literacy challenges.\u00a0<\/span><span>\u00a0<\/span><\/li><\/ul><p style=\"text-align: center\"><span style=\"color: #cb0000\"><em>The following videos and text reference material from an article written by Dr. Sarah Bass entitled <strong>\u201c<\/strong><span style=\"text-decoration: underline\"><a style=\"color: #cb0000;text-decoration: underline\" href=\"https:\/\/doi.org\/10.1089\/hs.2016.0037\">Use of Eye-Tracking and Gaze Pattern Analysis to Test Health Messages in Low-Literacy Groups<\/a><\/span><strong>&#8220;<\/strong><\/em><\/span><\/p><p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-732 alignright\" src=\"https:\/\/sites.temple.edu\/turiskcommlab\/files\/2020\/11\/Sarah-and-Paul-eyetracking-300x200.jpg\" alt=\"\" width=\"300\" height=\"200\" srcset=\"https:\/\/sites.temple.edu\/turiskcommlab\/files\/2020\/11\/Sarah-and-Paul-eyetracking-300x200.jpg 300w, https:\/\/sites.temple.edu\/turiskcommlab\/files\/2020\/11\/Sarah-and-Paul-eyetracking-1024x684.jpg 1024w, https:\/\/sites.temple.edu\/turiskcommlab\/files\/2020\/11\/Sarah-and-Paul-eyetracking-768x513.jpg 768w, https:\/\/sites.temple.edu\/turiskcommlab\/files\/2020\/11\/Sarah-and-Paul-eyetracking-1536x1026.jpg 1536w, https:\/\/sites.temple.edu\/turiskcommlab\/files\/2020\/11\/Sarah-and-Paul-eyetracking-2048x1368.jpg 2048w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p><p><span class=\"TextRun SCXW14932660 BCX0\"><span class=\"NormalTextRun SCXW14932660 BCX0\">Eye-tracking was <\/span><span class=\"NormalTextRun SCXW14932660 BCX0\">used on a project that developed literacy<\/span><span class=\"NormalTextRun SCXW14932660 BCX0\">&#8211;<\/span><span class=\"NormalTextRun SCXW14932660 BCX0\">appropriate education<\/span><span class=\"NormalTextRun SCXW14932660 BCX0\"> about bioterrorism for low-literacy adults. <\/span><span class=\"NormalTextRun SCXW14932660 BCX0\">Eye tracking output can clearly differentiate whether an individual is reading text as expected or if they instead <\/span><span class=\"NormalTextRun AdvancedProofingIssueV2Themed SCXW14932660 BCX0\">have to<\/span><span class=\"NormalTextRun SCXW14932660 BCX0\"> read and then re-read sections because of literacy ability. If presented with material that is above literacy and\/or numeracy levels, eye tracking can be used to show areas where individuals have difficulty accessing the content, which can then be related to other outcome measures.<br \/><\/span><\/span><strong><span style=\"font-size: 14pt\"><span class=\"TextRun SCXW14932660 BCX0\"><span class=\"NormalTextRun SCXW14932660 BCX0\">See these videos:<\/span><\/span><span class=\"EOP SCXW14932660 BCX0\">\u00a0<\/span><\/span><\/strong><\/p><table style=\"width: 100%;border-collapse: collapse;background-color: #e6e6e6\"><tbody><tr><td style=\"width: 100%;text-align: center\" colspan=\"2\"><span style=\"color: #333333;font-size: 12pt\">Below are two clips of the eye movements of a subject using eye tracking software. Eye-tracking can produce vivid data that shows not only <span style=\"color: #2bc22b\"><strong>gaze duration<\/strong><\/span> (green dots; the size indicates the length of the gaze) but also <span style=\"color: #000080\"><strong>gaze pattern<\/strong><\/span> (blue line).\u00a0<\/span><\/td><\/tr><tr><td style=\"width: 50%\"><a href=\"https:\/\/www.youtube.com\/watch?v=cGdhhi6yBF4&amp;feature=emb_logo\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-706 size-full\" src=\"https:\/\/sites.temple.edu\/turiskcommlab\/files\/2020\/11\/Eye-Tracking-Gif-1.gif\" alt=\"\" width=\"506\" height=\"405\" \/><\/a><\/td><td style=\"width: 50%\"><span style=\"color: #333333\">In this clip you can see the participant\u2019s eye movements are varied, sporadic, and go off the text many times. Our research team can determine whether the participant\u2019s eye movements convey a sense of understanding of the message. <strong>In this example, the participant may have trouble recalling and understanding the information presented.\u00a0<\/strong><\/span><\/td><\/tr><tr><td style=\"width: 50%\"><a href=\"https:\/\/www.youtube.com\/watch?v=mg4JXjcDuZA&amp;feature=emb_logo\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-707 size-full\" src=\"https:\/\/sites.temple.edu\/turiskcommlab\/files\/2020\/11\/Eye-Tracking-Gif-2.gif\" alt=\"\" width=\"498\" height=\"398\" \/><\/a><\/td><td style=\"width: 50%\"><span style=\"color: #333333\">Here the participant\u2019s gaze remains on the text for the majority of the clip. The participant reads the sentences in order and without many eye movements straying outside of the text. Furthermore, the participants takes time to look at the image after he\/she reads the text. <strong>In the second example, the participant will most likely be able to recall and understand much of the information presented.<\/strong><\/span><\/td><\/tr><\/tbody><\/table>                    <\/div>\n\t\t        \n                    <div id=\"pupil-dilation-tab\" class=\"clearfix eael-tab-content-item inactive\" data-title-link=\"pupil-dilation-tab\">\n\t\t\t\t        <p><span>The RCL uses pupil dilation technology to measure a participants\u2019 interest or attention to information.<\/span><span>\u00a0<\/span><\/p><ul><li><span>As a person\u2019s interest\/attention increases, pupil dilation increases.<\/span><span>\u00a0<\/span><\/li><li><span>This is true for both emotionally pleasant and unpleasant stimuli.<\/span><span>\u00a0<\/span><\/li><\/ul><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/turiskcommlab.files.wordpress.com\/2015\/03\/dilation-300x206.jpeg\" alt=\"Dilation-300x206\" width=\"300\" height=\"206\" \/><\/p>                    <\/div>\n\t\t        \n                    <div id=\"physiological-responses-tab\" class=\"clearfix eael-tab-content-item inactive\" data-title-link=\"physiological-responses-tab\">\n\t\t\t\t        <p><span>The RCL uses physiological response technology to measure the extent to which the message is having an emotional impact on the participant.<\/span><span>\u00a0<\/span><\/p><ul><li><span>Physiological Responses include:\u00a0<\/span><span>\u00a0<\/span><ul><li><span>Heart Rate\u00a0<\/span><span>\u00a0<\/span><\/li><li><span>Body Temperature<\/span><span>\u00a0<\/span><\/li><li><span>Skin Conductance or Sweating\u00a0<\/span><span>\u00a0<\/span><\/li><li><span>EEG Brain Response Patterns<\/span><span>\u00a0<\/span><\/li><\/ul><\/li><li><span>]These physiological measures can be simultaneously assessed with the eye-tracking\/pupil dilation.<\/span><span>\u00a0<\/span><\/li><li><span>This is especially useful in perceived high risk or high fear situations, such as bioterrorism or disease outbreaks.<\/span><span>\u00a0<\/span><\/li><\/ul><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/turiskcommlab.files.wordpress.com\/2015\/03\/psycho-response.jpg?w=300\" alt=\"Diagram of how the temperature and skin conducted sensors are attached to the palm of the hand to measure physiological responses.\" width=\"300\" height=\"182\" \/><\/p><table style=\"height: 850px;width: 100%;border-collapse: collapse;border-style: none;border-color: #ffffff;background-color: #e0e0e0\"><tbody><tr style=\"height: 868px\"><td style=\"width: 100%;height: 868px\"><p style=\"text-align: center\"><span style=\"color: #cb0000;font-size: 14pt\"><strong>Skin Conductance and EKG Output<\/strong><\/span><\/p><p><span style=\"color: #333333\">Part of the eye-tracking study with people with low literacy used these methods to assess whether heart rate, body temperature and skin conductance could show whether having materials that either did or did not match literacy levels had an effect on these measures. Here is an example of output of these measures in intervention and control group participants looking at content similar slides.<\/span><\/p><p><strong>Intervention Group Participant<br \/><\/strong>Heart rate is 82.58 beats, which is a normal range. They are not showing stress when showed information that fits their literacy level.<a href=\"https:\/\/sites.temple.edu\/turiskcommlab\/files\/2020\/11\/Intervention-group.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-815 size-full\" src=\"https:\/\/sites.temple.edu\/turiskcommlab\/files\/2020\/11\/Intervention-group.png\" alt=\"\" width=\"1178\" height=\"315\" srcset=\"https:\/\/sites.temple.edu\/turiskcommlab\/files\/2020\/11\/Intervention-group.png 1178w, https:\/\/sites.temple.edu\/turiskcommlab\/files\/2020\/11\/Intervention-group-300x80.png 300w, https:\/\/sites.temple.edu\/turiskcommlab\/files\/2020\/11\/Intervention-group-1024x274.png 1024w, https:\/\/sites.temple.edu\/turiskcommlab\/files\/2020\/11\/Intervention-group-768x205.png 768w\" sizes=\"(max-width: 1178px) 100vw, 1178px\" \/><\/a><\/p><p><strong>Control Group Participant<br \/><\/strong>This participant\u2019s heart rate is 15 beats higher than intervention participant. It is at the high range of a \u201cnormal\u201d heart rate. Participant may be feeling some stress due to being presented information that is written at a high literacy level and the length of time it is taking them to get through the content on the slide. Skin conductance (sweating, temperature) is also slightly elevated.<a href=\"https:\/\/sites.temple.edu\/turiskcommlab\/files\/2020\/11\/Control-Group.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-816 size-full\" src=\"https:\/\/sites.temple.edu\/turiskcommlab\/files\/2020\/11\/Control-Group.png\" alt=\"\" width=\"1180\" height=\"301\" srcset=\"https:\/\/sites.temple.edu\/turiskcommlab\/files\/2020\/11\/Control-Group.png 1180w, https:\/\/sites.temple.edu\/turiskcommlab\/files\/2020\/11\/Control-Group-300x77.png 300w, https:\/\/sites.temple.edu\/turiskcommlab\/files\/2020\/11\/Control-Group-1024x261.png 1024w, https:\/\/sites.temple.edu\/turiskcommlab\/files\/2020\/11\/Control-Group-768x196.png 768w\" sizes=\"(max-width: 1180px) 100vw, 1180px\" \/><\/a><\/p><\/td><\/tr><\/tbody><\/table>                    <\/div>\n\t\t                    <\/div>\n        <\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Overview At the Risk Communication Laboratory, we utilize commercial marketing techniques to create and test highly targeted health messages on various public health topics and&#8230;<\/p>\n<div class=\"more-link-wrapper\"><a class=\"more-link\" href=\"https:\/\/sites.temple.edu\/turiskcommlab\/methods\/\">Continue reading<span class=\"screen-reader-text\">Methods<\/span><\/a><\/div>\n","protected":false},"author":16905,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","footnotes":""},"class_list":["post-129","page","type-page","status-publish","hentry","entry"],"_links":{"self":[{"href":"https:\/\/sites.temple.edu\/turiskcommlab\/wp-json\/wp\/v2\/pages\/129","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sites.temple.edu\/turiskcommlab\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/sites.temple.edu\/turiskcommlab\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/sites.temple.edu\/turiskcommlab\/wp-json\/wp\/v2\/users\/16905"}],"replies":[{"embeddable":true,"href":"https:\/\/sites.temple.edu\/turiskcommlab\/wp-json\/wp\/v2\/comments?post=129"}],"version-history":[{"count":30,"href":"https:\/\/sites.temple.edu\/turiskcommlab\/wp-json\/wp\/v2\/pages\/129\/revisions"}],"predecessor-version":[{"id":4292,"href":"https:\/\/sites.temple.edu\/turiskcommlab\/wp-json\/wp\/v2\/pages\/129\/revisions\/4292"}],"wp:attachment":[{"href":"https:\/\/sites.temple.edu\/turiskcommlab\/wp-json\/wp\/v2\/media?parent=129"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}