Media psychology

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Media psychology is a behavioral science seeking to understand how media and the growing use of technology factor into how people perceive, interpret, respond, and interact in a media-rich world.

As explained by Lars Perner, (Ph.D. Assistant Professor of Clinical Marketing Department of Marketing Marshall School of Business University of Southern California Los Angeles) Eye tracking is commonly used in market research to research the clarity of the advertisements message. Whilst wearing a camera attached to glasses participants are shown an advertisement and if their eye movement follows the intended sequence and or concentrates on that point of intended focus then the message is concluded as being clear. If their eye movement is scattered around the screen, the message is unclear and alterations to the advert are generally made.[1]


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